Published by Calvino Miguel
CEO & Editor of SuccessField, CMO of ipaster
1 year ago
Have you ever asked yourself why Steve Jobs was able to achieve massive success even though he didn’t event anything, never wrote a line of code and never designed any Apple product himself? He had that one specific skill that nowadays a lot of entrepreneurs are missing or aren’t even paying attention to.
People spend endless time improving their products. As the foundation of your business, is understandable why you need to invest a considerable amount of time in what you’re going to sell. But nevertheless, you have a great product so what now? Honestly, nobody cares about it.
Unfortunately, this is the most unpleasant truth or one of the biggest misconceptions in the entrepreneurial world. Many startups think that the world has been waiting for their product or service. But it is the other way around: No one has been waiting for you. And there are a thousand reasons: We have never done so; it has always been like this; but the old supplier gives us that, etc.
You might have the best product ever, but if you aren’t able to make other people understand why your product is so important, you’ve already lost. The keyword is selling.
Yes it sounds simple, but this was Steve Jobs’ secret. Understand that the purpose of a company is to sell products or services. I think at least by now you should now comprehend why being a good salesperson is crucial, then a good seller knows that shipping beats perfection.
As a vendor it’s your responsibility to make your product seem attractive to your customers. The customers doesn’t really know the worth and use of your service if you aren’t able to convince and explain it to them. Jobs was a master in doing so. But what did he exactly do?
A salesperson is able to draw the attention of his targeted people. You should know how, when and where you can get the attention of your customers. How should the customer know that you even exist if you aren’t able to draw his attention?
After winning their attention, you’ll need to bind them with something strong. Usually people try to sell their products and services bei telling their customer the details of their products like this: “Our smartphone has a sapphire crystal lens cover, a face and smile detection and etc.” Stop the madness right there! Nobody cares about the specs of your device. What the customers wants to know is the value your product has to offer. You might incorporate all the coolest features to your product, if your client doesn’t understand the value it’s all useless.
There is an effective way to capture your customers. It is by emotional binding. Even though we often appeal to our rational self, we humans are emotional beings. When did you last saw a car ad presenting you the specs of the product? Was it not more likely that they showed you the zoom of the tires in asphalt as it drifts on snow while your heart started to beat higher? I bet if you ask most people the specs of the new Tesla 3 everyone is freaking about, they wouldn’t be able to tell you. But why are they so obsessed about it?
Steve Jobs showed us with an example of Nike ads how a company can bind their customers emotionally:
Nike sells a commodity, they sell shoes. And yet when you think of Nike you feel something different than a shoe company. In their ads, as you know, they don’t ever talk about the product, they don’t ever talk about their air soles, how they’re better than Reebok’s air soles. What’s Nike do in their advertising? They honor great athletes and they honor great athletics. That is what they are about.