How to f*ck up great marketing
Learning from Apple
The video below is marketing excellence topped with a big fat rookie mistake.
Watch it. Can you catch it?
Wow. Amazing, right? This commercial blasts electricity into the viewers emotional core. Apple isn’t screwing with your emotions for fun— they make you feel happy, sad, romantic, curious, etc…to create an emotional connection between you and the product. This is an extremely effective way to sell something.
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Alright, so where’s the asterisk on this beautiful piece of marketing? It’s at the very end. After Apple makes you miss your ex-girlfriend AND your dog, a voice takes the podium and spits out direct sales talk— “More people connect face-to-face on the iPhone, than any other phone.” Pause.
You woo me. You make me cry over your product. Then, you spit out car salesman talk at me?
Why compare the iPhone to anything else at that point— the audience is already won over with great marketing.
Great marketing is
- delivering stories or experiences that incite emotional intrigue
- showing, not telling
- selling to humans, not robots
Bad marketing is
- comparing your offering to the competition.
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