Sell the Value, Not the Product
Marketing is a daily exercise in backward thinking
Marketing is a daily exercise in backward thinking. Your product or service is the last thing you should be marketing. Sound crazy? It’s not, and here’s why.
Take the new AirPods released by Apple earlier this year. Their TV ad showcases a guy dancing through a city street, on cars, walls - defining all physical and gravitational restraints. Apple’s approach was not to give you the specs, features and battery life; instead, they opted to show you the net result and value of their product - freedom. See the video below.
Going back to the early days of the personal computer, Apple was one of the first players in the market to use the derived value of using their products as the narrative in their marketing. Due largely in part to Jobs’ input into the company’s marketing direction, Apple has developed a brand with a cult-like fan base, so passionate about Apple products that the thought of losing an appendage is more palatable than being forced to own a Microsoft product.
Since Jobs’ passing the company’s yearly keynotes have taken a noticeable turn, mirroring the competition in delivering a more “speeds and feeds” marketing approach.
Since Jobs’ passing the company’s yearly keynotes have taken a noticeable turn, mirroring the competition in delivering a more “speeds and feeds” marketing approach, accompanied by slick 3D renderings and exploded diagrams. As a marketer, seeing Apple harken back to the “sell the value” narrative with the new AirPods, it's exciting and rejuvenating. With Apple’s legacy of design-first, lifestyle-centric product development; when they choose to leverage storytelling when selling their products, no one can touch them.
Selling the value is just good storytelling, and it’s this storytelling that helps your customers connect with something deeper than just a product. It gives them something to relate to, and really, that’s all customers need.
Apple... they opted to show you the net result and value of their product - freedom.