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Case studies

Exclusivity. Enthusiasm. Ego.

Give the customers what they want, respond to customers’ need, please your customer, and your business will thrive on social buzz. Not once have I heard all these things, but a million, a trillion, a gazillion times even. And it’s such an old way of thinking business and product communications. Not saying it’s not working anymore. It still does, but not as well as it could. Have I lost you?

apple study case

Over the years, businesses have addressed pretty much all the basic needs regular people aka prospects could have, in various ways and with various products. But the mindset has been pretty much the same: what does the customer want. Now, as a great mind once said: “It’s not the task of the customer to know what he wants.” Right you are, Steve Jobs! And you’ve proven your point. Does one really need an iPhone? No. Does one really want an iPhone? Yes. Well, at least to hold and test for a couple of days, maybe weeks – ahem, months. Ok, years… Of course, the task of knowing what the customer wants had fallen into Jobs’ hands, and he had decided to create that “customer need” by going for the ego reinforcement and the special social status that would set us apart from everyone else, and that we’d obviously like to have. So in exchange for your money, by owning an iPhone, you have a cool smartphone and a certain status that comes with it and appeals to your ego.

We don’t give you what you need. But you need what we give you.

This is not a new trend. We’ve seen it in the fashion and luxury items industries for quite some time. Apple started it for the big techies as well, by offering a sleek cool design to electronics and some exclusive features/services. But more importantly, by communicating these perks through compelling words. Let’s have a look at some of the copy in Apple’s ads and website.

  1. The biggest thing to happen to iPhone since iPhone.
  2. Beautiful widescreen display. Brilliance onscreen. And behind it.
  3. It’s amazing to look at. And even more amazing to use.
  4. Don’t just upgrade your computer. Get a Mac and upgrade your entire computer experience.

Biggest, beautiful, brilliance, amazing, entire. See what boastful words they use? If I read all these words on other websites or ads, I’d probably think they were on the verge of cheesiness. But somehow, in the copy above, they work. And they work well. Heck, at this point, I don’t even wanna know about the technology. I trust the words. I feel the words. I can see their point.

Bottom line? If you think your product is the best, people will also think it’s the best. You just need to really believe in it and communicate your enthusiasm. And don’t forget the juicy part – play the exclusivist card. Appeal to egos and convince people they are special BECAUSE they’re using your product.

If you don’t think your product is the best, that’s a whole’nother story. You’ll just have to convince yourself that it is!

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About Emma

Shameless Idealist

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