Bonjour Millionaire, My brother-in-law just moved to Austin, TX. So, I did what any good sister-in-law would do.
I made fun of every apartment he showed me until he came to the independent decision to move into the exact apartment building that we live in. What a lovely, unexpected idea to look in our building! I never saw this coming! Shocked as you are, neighbor! 🧛🏻♀️ |
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ON THIS EPISODE OF GO-TO-MILLIONS |
MAKE A GREAT PRODUCT A great strategy cannot exist without an even greater product.
A lesson we can learn from Apple is that a great product is not only about features (I do love the ability to set Summertime Sadness as my alarm clock) and the latest tech (typo girlie - AKA me - very much appreciates that we can edit texts!!!!).
It's about the WHOLE experience, including: UI/UX, packaging, the product arriving when you expect it to, the story we tell, the onboarding journey, the omni-channel consistency of our brand, the attention to every single line of copy used to describe that product, and importantly, ease of use.
It's just so much easier to market and sell a GREAT product (remember this when you try to cut corners and sub in less-than-acceptable materials and ingredients - CHEAP IS EXPENSIVE). A pig with lipstick on is still a pig. 🐷 💄 🐽 🐷 💄 🐽 🐷 💄 🐽 |
SELL THE STORY Steve Jobs said this when talking about how to NOT talk about your company: “The way to do that is not to talk about the speeds and fees, it’s not to talk about MIPS and megahertz, it’s not to talk about why we’re better than Windows.”
Apple sells values and beliefs. NOT a product. FULL STOP. They know their product is a commodity. They know that they need to talk about those values to be different. Different = important.
Apple at the core (GET IT - CORE!!) believes that people with passion can change the world for the better. So, they make that clear in their marketing. Because clear > clever. 📠 ⛔️ 🧢 📠 ⛔️ 🧢 📠 ⛔️ 🧢 |
KEEP THINGS SIMPLE!!
Less is more with Apple. Actually, less is always more (applies to accessories, frozen yogurt toppings, eye shadow, etc).
Apple ensures that their marketing, product, and experience are so simple that a 4 year old can maneuver an iPhone with ease. For example, my 95 year old grandma sends me emojis and iMessages me. (Yes, my Grandma Amy uses an iPhone).
Grandma Amy, if you're reading this, I'm sorry I told people your age. Please don't text me mean emojis, I'm sensitive.
If you can make things simple, that means you really understand your market, your product, and your audience. If you understand, they'll understand too. 👶 👵 📱👶 👵 📱👶 👵 📱 |
CREATE EXPERIENCES Reminder: Marketing and experiences don’t stop at the sale. The sale is just the beginning, if you work it right. From then on, retention efforts sure do become a WHOLE lot easier if you're MEMORABLE. MAKE YOUR CUSTOMER FEEL SOMETHING. I DARE YOU. ❤️🔥 ❤️🔥 ❤️🔥 ❤️🔥 ❤️🔥 ❤️🔥 ❤️🔥 ❤️🔥 ❤️🔥 |
ON LUXURY Ah, luxury! My favorite. Luxury prices, that is. Apple doesn’t compete on price. It’s all about perception for Apple (same lol/ FML). Economics would say if you lower your price, you increase your demand.
Marketing psychology knows that decreasing prices could be seen as cheapening your product, and service.
Competing on price is cheap. 🎩 🍸 🍏 🎩 🍸 🍏 🎩 🍸 🍏 |
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I went to Drybar on Saturday. I know what you're thinking, is it 2019? No, dear millionaire, it's not. And, with great happiness, I am thrilled to report to you that not only did my hair look KINDA GOOD, but it borderline looked great.
A modern renaissance. A redemption story. A beautiful surprise. I'd share a photo, but as I've mentioned, we weren't as blessed in the outfit department. Can't have it all, unfortunately. Love, Ari Sent from iPhone. |
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