A few weeks ago, I wrote a blog post called Nobody cares about your products.
In the post I talk about how this knowledge is essential to great marketing because it gets your organization away from just yakking incessantly about your products and services.
What your buyers do care about are themselves and they care a great deal about solving their problems (and are always on the lookout for a company that can help them do so).
People challenge my statement "nobody cares about your products and services." They insist that in some cases the product really does matter.
Apple is not different
The most common example is Apple. People say "but everyone loves Apple products."
Yes, that is true. People do like Apple products. Because Apple products solve problems.
But that does not mean that Apple should create a marketing strategy based on its products and services.
What do people really love about Apple?
People love the simplicity of Apple technology.
- This solves a problem for people who do not like dealing with things such as finding printer drivers or setting up email accounts or figuring out how to get voicemail from a mobile keypad.
People love the great support at the Apple genius bar.
- This solves the problem of getting a friendly answer to a question quickly and easily.
People love sleek Apple design.
- This solves a boredom problem in that most consumer products lack beauty.
People love the lack of viruses in the Apple OS.
- This solves the problem of having to buy and maintain external virus scan software required with other Operating Systems.
People love the cool factor of owning an Apple.
- This solves the problem of dorkiness in people like me. I own Apple products and my dork factor goes down a bit in many people’s minds.
People love being a member of the Apple tribe.
- This solves a problem of belonging and feeling important and in the know.
These are just a few things that come to mind. You may have others.
“1,000 songs in your pocket” was not a product attribute. It was a problem being solved.
As a marketer, you've got to deeply understand your buyers and work your butt off figure out what problems you solve for them.
When you have that information, then you can create the kind of content that brands your organization as one that’s worthy of doing business with.
Image: Shutterstock / Christo