Market what they can do, not the product

06 September 2017 Read this article in Turkish

If we want to know why Steve Jobs is so successful, we just have to look at a small but effective example that would determine the future of the marketing world. At the time when MP3s were in widespread use, Apple entered the marketplace very quickly with the iPod product that had the same function as many MP3s on the market, and managed to capture the marketplace. It was not only because the product was good, but also because Apple’s marketing had an incredible strategy. I summarize this strategy as roughly speaking your brands / products to your customers.

After Apple, every brand, whether willingly or unwillingly, started to switch to this strategy. Microsoft and Apple were at the beginning of this strategy battle, but even today, Microsoft is still trying to become a co-branding company that is trying to be an intimate friend with customers like Apple. The reasons for this strategy are increasingly unconscious for me. Unlike many people, I do not believe that customers are becoming more knowledgeable or conscious. On the contrary, customers do not know what products they buy and what they should be used for, which is incredibly unconscious. That's why technology is moving so quickly. While we do not fully understand a technology, it is only in one year that the product comes with a completely different technology. This makes it impossible for customers to recognize the product they are using.

There is a tweet that inspired me to write this article. Basecamp's founder is Jason Fried.

Here's what our product can do" and "Here's what you can do with our product" sound similar, but they are completely different approaches.

Apple is proving it again and again every day how much this thinking is right. In this direction, brands should explain to their customers what they can do with their products, not their products. This strategy has already been embraced by many successful brands we have found. When we entered Evernote's site, we received the "Remember Everything" slogan written in the biggest font - a very successful and simple slogan that summarizes what you can do with Evernote. Likewise, Twitter meets with a "Connect with your friends, get in-the-moment updates, watch events unfold, in real time, from every angle." If you have not noticed, there is actually not the slightest sentence about the product in both examples. There are simple and meaningful cues that explain what we can do with the product. You can store up to 1,000 songs instead of the 30GB of storage, just like Apple's iPod case.

To summarize, the acceleration of technology is unfortunately left behind by customers. Customers do not fully understand the products, nor can they exactly compare the differences between the products. At this point, all the business brands are left to tell the customers sincerely as if they are a friend of the customer. The brands that cannot really catch the sincerity in the form of this expression will be doomed to lose again. Because even though it looks easy, it is very difficult to be able to look like a person who will buy a product from you by spending his money, to create such a brand language and to walk. At the end of the day, no matter how much we praise Apple, if we still talk to Apple, it proves to us the quality of the work they are doing and how successful it is.


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