Marketing Skills To Jobs

What makes him so great? Yes, that's his born marketing talent. In the words of Guy Kawasaki, who worked in Jobs's hands, "Steve is the greatest marketer in history."

　　 1) look for a good mentor.

There is no doubt that Jobs is a genius. But he is smart enough to continue to look for other worthy subjects. His first teacher was Regis McKenna, the legendary marketer of Silicon Valley. When Apple was just a two person company in the garage, Jobs found him. With the help of McKenna, Jobs found Apple's first angel investor and marketing leader, Mike Markkula. He joined apple as an employee (he was CEO for a time) and created a set of marketing principles that Apple has been sticking to 35 years ago.

Later, Jobs began working with TBWA\Chiat\Day advertising expert Lee Clow, who created him. Apple The most famous "Think Different" advertisement in 1984. As a result, Lee Clow became Jobs's lifelong advisor and confidant. Jobs tells us from his experience that no matter how good you are, there must be more and more powerful characters than you. Please try to find them and listen to what they say.

　　 2) create a great product.

Kawasak, a former Apple preacher, once said, "Steve created a great product, not something that he casually took out. Most marketers accept unconditionally any rubbish thrown to them. Under such circumstances, even if they work harder, they will be just as useless as "lipstick for pigs". Steve's "secret" is not just marketing, he also has strict control over products.

　　 3) stick to your beliefs.

When Apple computer was founded in 1977, Jobs and Markkula summed up the core principles of the three companies. First, apple must feel the same way with consumers. Second, Apple will focus on a few fields and seriously do their best. Third, Apple will export its value and style (simple and high quality) in all aspects of the product not only in the product itself, including product packaging, storefront, and even publishing news.

Therefore, Steve Jobs Apple made an extraordinary decision: he insisted on using consistent design styles on every apple product. You think it's easy? Look at your company's website. Do all parts look like the same hands? Most websites look like a science freak pieced together by different fragments of style. Even if your website looks roughly the same, is it closely aligned with your press releases? What about your storefront? What about your truck? What about your product packaging? What Jobs is pursuing is this unprecedented unity.

　 4) willing to spend money

Jobs is a natural performer and advocates big business moves. One of the most direct examples is the new Macintosh commercial advertisement in 1984. As usual, Jobs decided to make an impact on it. He hired Ridley Scott, director of ET and silver wing killer, who spent $900 thousand to create a 60 second ad and continued to invest $800 thousand in the super bowl. The $1 million 700 thousand at that time was $3 million 400 thousand today. For companies, this is a huge risk, especially when you don't know if it will succeed. In fact, at that time, Apple's board of directors hated the ad and didn't want to play it at all. {page_break}

Finally, the pain comes to the end. The news generated by this advertisement is much more than that of the Macintosh computer itself.

　　 5) create an excellent experience.

Apple called the 1984 commercial activity " Event marketing This means that if an activity is sufficiently innovative and unique, then the activity itself will receive intense attention. Soon after, Jobs did something similar. He spent $2 million 500 thousand to buy a forty page advertisement in Newsweek. In addition, Apple's famous event marketing also has "Think Different" and "I" m a Mac. The most important thing is that every keynote speech delivered by Jobs will be queued overnight and the popularity of the Beatles will be reunited.

Jean-Louis Gassee, a former executive who is responsible for Apple's global marketing, says Jobs understands the importance of stories and moves it again and again in Apple's business activities. "People want to feel some stories, which is why there are so many complaints about Apple nowadays. Because Apple has no story now. "

　　 6) keep secrets and create a sense of mystery.

People are queuing up for Apple's events. In addition to the charm of Jobs's rock star, he is more of a surprise for fans as a suspense master. People think he may always announce something amazing at any time. In the first few months of Apple's release, he will start to leak some information. The first is a hint, followed by rumours, followed by other rumours to refute previous rumours. Most of these messages are misleading, but it drives people to be crazy about it.

But when Jobs showed iPhone to the world, people would still enjoy it for a whole year. Constantly Designer Create your own imaginary version of Apple phone. Jobs also has a famous stalk: "one thing." Just when you think that the end of a news conference is coming to an end, he will say, "Oh, one more thing," and then come up with a stunning design. Most marketers can't wait to tell everyone as much information about their products as possible. Jobs did exactly the opposite: the more mysterious he kept, the more excited he became.

　　 7) find an opponent.

The first rule of storytelling is that good plays need conflict. That is to say, in the process of marketing, you need to have a competitor. Apple's original rival was IBM. And then it became Microsoft. Recently, Jobs has made Google and his Android operating system stand in the new cube. In every case, Jobs sets the same scenario for the audience: the bad guys want to take over the world and destroy it, and we can prevent it from happening.

(look at the content of Jobs's speech: he positioned IBM as a "evil empire that wants to take over the world", which will create} a IBM dominated and controlled future, while Apple is "the only hope" and "the only strength" to ensure people's freedom. )

Many marketers avoid this rhetoric. They fear that they will be rebounded and hurt, so they usually behave like children who lack love, so they really want to get the love of each consumer. To be sure, it is absolutely risky to create an enemy, especially if you choose a powerful and powerful enemy. But Jobs believes that if you want to sell goods, you must first do something. If you want to initiate a revolution, you need to have an object to resist. {page_break}

　 8) turn fans into preachers.

The most important thing that Jobs has done is to turn customers into a passionate advocate of Apple brand preachers. Whenever new Iphone comes into the market, we can't ignore fans who queued outside Apple store all night, even though this apple has made some small improvements to last year's iPhone. To be sure, they did not wait there for the phone. They are standing there to express their support for apple, just like the fans will wear the colors of the team before the favorite teams play. Fruit powder does not consider themselves a customer. They feel that they are part of apple, representing a mission higher than themselves.

　　 9) don't talk too much about products.

There were not many Macintosh images in the commercial advertisement in 1984. Only in the last ten seconds did we get some shots from the Macintosh. Similarly, "Think Different" is also the same, advertising does not talk about any product related information, but implies that what kind of people will be attracted by this computer. In the "I 'm a Mac" advertisement, Jobs used characters to replace the product itself -- representing two different computers with two different personalities.

Look at the advertisement below. You will find that there is no image of the computer at all.

　　 10) use pictures instead of words.

The advertisement above contains ten words. Even today, Apple has invested a lot in its websites and advertisements, using the smallest words to express its meaning. Part of the move is to continue Apple's core value, but also because Jobs realizes that images are powerful storytellers.

One of my favorite examples of this is MacBook Air. Jobs appeared on the stage and brought out the slim laptop from the envelope. This simple action is more impressive than thousands of words.

Take a look at this Apple's latest advertising campaign. In this minute advertisement, the only marketing message is just the five second voiceover at the end of the video: "every day, more photos are taken with iPhone than any other camera."

We all know the motto: "less is more." Most people agree with this view, especially when it involves writing. But why don't we do this? Maybe brevity is not an easy job in itself. As Mark Twin once said, "if I have more time, I want to write a shorter story."