11 best lessons from Apple’s old marketing strategy: in-depth advertising analysis

Why should you pay attention to Apple’s marketing and advertising? And the million-dollar question – why Apple’s old marketing was way better than their current marketing strategy. If you want to improve your own marketing, advertising, and copywriting, then this Apple marketing analysis is worth gold to you.

Here’s one of the reason why you should learn from the old Apple marketing materials.

It’s because the legendary business coach, Bill Campbell, served as VP of sales and marketing at Apple and he influenced Steve Jobs and Apple’s marketing.

This will allow you to understand how a legend’s mind works. When you look at Apple’s marketing and branding campaigns and examples — especially the old ones — I’m sure you’ll feel recharged. And you’d get out of any “lame-marketing loop”.

Basically by analyzing Apple’s old ads – we are learning what pushed Apple to become a trillion-dollar company and who pushed it (the trillion-dollar coach, Bill)

Plus, when Apple first came out, critics said their products were expensive. But we know who had the last laugh. Even Warren Buffett is a fan (investor) now.

So if you offer premium products or services then this is bible for you.

NOTE: Take out your pen and notebook to effectively learn Apple’s marketing and copywriting tricks and improve your marketing.

Lesson 1: It’s okay to be “highly controversial” in your marketing

That’s exactly what Apple did back in 1984. They didn’t have a product but ran ads (against the law).

They hired the best film director and created 1984 – a video ad. Steve Jobs and Bill Campbell loved it but the board of directors hated it and called it “highly controversial”.

Put yourself in their situation: would you dare go against the boss? Or follow something you ABSOLUTELY believe in? Turns out, when the final decision came down to Bill he said, “F*** it. Let’s run it.” (Wonder why some of the best minds call him legend).

Needless to add, the next day everyone in the media was talking about this upcoming Apple thing. The lesson is, it’s okay to be controversial. You’re not here to please anyone. Suck it up to the fact that some of your opinions are not aligned with the “pop culture”.

ACTION STEP: If you had a ‘magic wand’ what controversial ad would you run for your products or services? Write in comments.

Lesson 2: Boldest claim in Apple’s marketing campaign

Make the boldest claim or don’t say anything at all.

When Steve Jobs introduced iPhone in 2007 his slogans were, “Apple reinvents the phone.” And “This is only the beginning.” And that “big bold ballsy” trend continues.

Here are some recent bold statements:

• “Clearly tougher than any smartphone glass.”
• “A14 Bionic is the fastest chip in a smartphone…” (seems like out of a sci-fi movie).
• “First camera ever to record in Dolby Vision”

ACTION STEP: What would you like your business and your marketing to be like? Tell me about your boldest vision in the comment box.

Lesson 3: Apple’s marketing goal and objective is…

What will a buyer get? In Apple’s marketing headline they want to make the biggest claim – the best claim. They don’t want to be lame. See this in action.

When you own an iPhone… you GET a film studio. What? A film studio? Really?

Now everyone knows that mobile phone doesn’t hold a candle to a quality camera — forget about film cameras. But it’s about how your clients FEEL. That’s Apple’s marketing goal – and it doesn’t fail.

Plus, who doesn’t want to look like a million dollars?

ACTION TIP: What do your clients get to own? What identity or changes do they create for themselves when they experience your incredible product? Try the biggest claim.

Now pay attention here…

Lesson 4: Apple’s marketing is based on facts

Do you know you can intrigue potential clients with your “process” or the way you create or deliver your products or services?

Usually, the “process” is the most boring part of any sales. Most people treat it like a User Manual – but not Apple.

Who cares about ceramic?

iPhone’s “shield”
When you click “Find out how” you’ll be treated with the fact that the iPhone’s glass is created out of a thing that wasn’t transparent! And with this, you’ve pinched their minds to pay attention. This is what I call “mental-mosquito-bites”.

These details show you have taken a lot of care and people will believe this commands premium.

ACTION TIP: Take a look at your processes. Brainstorm what amazing fact can you share about it or use a metaphor to bring it to life.

Lesson 5: Apple’s marketing philosophy- gain credibility

A simple way is to quote numbers. Numbers can give you credibility.

Anyhow, make sure you do it right. Sharing stats like a news anchor makes you a news anchor. Good for information but not good for Internet profits.

For example, when somebody quotes: “11 million people lose their jobs because of their bosses.” It may make a potential client – who is frustrated with her job loss feel like she’s just a number.”

So share numbers with empathy. Apple’s old marketing probably relied heavily upon empathy.

Lesson 6: Use “that means” technique in your copywriting and funnels

The new iPhone box is smaller and hence it “eliminates over 2 million metric tons of carbon emissions annually”.

So what does that mean for the reader?

It means “450,000 fewer cars on the road per year”.

They might have added, “that’s almost a tenth of the cars in NYC.” But that doesn’t sound impressive. Right? It isn’t going to save the world. But “450,000 fewer cars” is impressive.

ACTION TIP: Go through your website or landing page and add what “THAT means…” as much as you can and explain what it means to them.

Lesson 7: Offer candy to the mind with contrast

What’s a contrast? Black-white is a contrast. Opposing things are a contrast. I stole this from their website:

• Big news. Mini news.
• Even the little things are a big deal.
• We reduced our carbon footprint. By thinking inside the box.
• A new day for night mode.

You can create contrast with the ideas.

Lesson 8: Use power words to make your digital marketing exciting

Words were originally magic, and the word retains much of their old magical power even to-day.

Sigmund Freud

Power words have a story of their own. They can make listeners’ hearts race faster. For example, you can describe an ice-cream as “okay” (a completely different meaning). Or you can call it “delicious and chocolaty and seductive”… and you can almost feel something.

If Apple is using these power words you have my permission to blatantly use them everywhere:

Want more? Here is a list of 500 Power words at the click of a button so you never fail to get attention.

Lesson 9: Apple’s old marketing campaign always did this…

They addressed the elephant in the room…

Solve the biggest problem first. Why iPhone 12 had the slogan “Blast past fast”? Why this? And not, “get a new phone.”

Because 5G was just getting started. So if you were looking for a good phone you would want to have a 5G-ready phone. Right? Having the fastest future-ready phone is power in your hands. It’s the reason why people want bigger vehicles.

ACTION TIP: Take a re-look at your sales page and product page — are your web assets addressing the biggest drive of the biggest buyer?

Lesson 10: Create an aura of art and obsession.

Steve Jobs was a crazy man. He was an icon. You can’t forget what he said here:

“When you’re a carpenter making a beautiful chest of drawers, you’re not going to use a piece of plywood on the back, even though it faces the wall and nobody will ever see it. You’ll know it’s there, so you’re going to use a beautiful piece of wood on the back. For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through.”

Steve Jobs

People buy from people. No matter what you’re selling — show your passion for the thing. How to do it? One of the ways is to create content. Yes, initially everyone sucks — but things soon get better. The Internet is a beautiful tool.

ACTION TIP: Brainstorm at least 3 small things or facts about your product or service which can project your passion. And create a short video about it.

Lesson 11: Use legends and inspire the audience to reach for the sky

What’s common between Pablo Picasso, Mahatma Gandhi, and Albert Einstein?

Now there can be many things but I’m pretty sure computers aren’t one of them. Then what are they doing on one of the best ads Apple had (Think Different)?

Apple — Steve Jobs — wanted people to connect legends with their brand and to use their products to become their best selves.

Here’s the copy for Mac:

• The best for the brightest.
• Boundaries are meant to be pushed.
• A big, beautiful workspace. For doing big, beautiful work.
• Designed for those who defy limits and change the world.

This is an amazing amount of power to carry around

ACTION TIP: Who or what inspires you? Talk about them.

Lesson 12: Break the price down to daily or weekly investment

How do you break the cost down? It feels so affordable.

Lesson 13: Tell them how they rub shoulders with the giants

The moment you realize you’re going to use a technology developed by NASA you can’t help but feel gooooood. Do you think you can’t use this in your business? Look at this article again with fresh eyes. Did you notice how I’m using Apple or Steve Jobs for my business?

Once you’ve read this page take a look at Apple’s website and see how many of these strategies and techniques can you spot.

Think about this: How are you going to use today and share in the comments…

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