This is an excerpt from an article that I recently wrote for i.Business Magazine:

Apple’s Cult Secrets and How to use them in your business.

What is it that attracts us to Apple products? Why do we drive with Apple logo stickers on our cars? What is it that makes us want to punch the guy in the face that claims that HPs are just as good as Macs? Basically, it is because we have joined a cult. I don’t mean the kind of cult that wear sneakers and drinks Kool-Aid under a full moon. What I mean by cult is a group of people that love and follow a product, company, ideal and/or person. I intend to share with you the secrets of Apple’s cult marketing. Armed with these secrets you can then market your business like the Apple products that keep it running.

I have to tell you, I used to buy what is the cheapest way to get the job done. Then I got my iPhone. It was a first Generation. It cost me at least $600. Can you imagine? My last cell phone was the free one that came with the phone plan yet, something attracting me to the iPhone. Obviously it was the advertising. I was a young professional who was doing well financially (exactly who they were targeting by the way). I felt that I deserved it. That started me down the road of being an Apple junkie. When the new iPhone 3GS came out I found an excuse to buy it and kindly donated my fully-functional, previous iPhone to my wife. I know what a great guy, right? About a year later, when the iPad came out and my wife saw me salivating over it, even though I really didn’t need it, she went out and bought it for me. When I found out I kissed her squarely on the mouth. And don’t think it was just because she was my wife. In my excitement I almost certainly would have kissed anyone who gave it to me. Also, After owning my HP laptop for only about a year I discovered an excuse to by a new MacBook. The Point: I LOVE MY APPLE TOYS! Apple makes an excellent product and they are the King of Cult Brands. Be the Apple.

But, what if I don’t manufacture a product? What if I’m a distributor, reseller or a broker?  I can’t control how people feel about the products I sell. That is true BUT, you can cult your business. And here is how you do it like Apple:

1)      Find and embrace your Market:

Many who read this article are in a niche market.  That is perfect! Find out who is buying and loving the products you sell and focus your advertising on them.  This way you tap directly into the people who would have a strong inclination to buy your product. Apple has done this by focusing in on trendy College kids as well as other hip, young demographics rather than the typical “I am a PC”… PC’s fit everyone and every business campaigns. Of course, since many of us that are not so hip and young still like to think we are. We are attracted to Apples trendy advertising as well.

The key here is to be open to any customer base that is purchasing your products even when they are not what you would consider to be your typical customer. Embrace them! This is especially important when that type of customer is easy to please.  They may not replace you current customer base but, they will certainly accent it and probably give you a higher return on you advertising dollar.

2)      What do your niche customers want:

Think about what your customers want from a company who would supply them their products. Whether you have been in your business for a while or are just starting out you need get down to basics. What is important to your current customer base? What do they like about buying from your company? What don’t they like? You might have to ask them, or maybe they have been telling you and you haven’t been listening.

Apple with Steve Jobs has been excellent in this lately. They have created iTunes, an exceptionally easy way to download music that you may be able to get elsewhere on the internet for free. They have created the iPod, a high quality and consistent way to listen to your downloaded music. iPhones, iPads, new Macs and MacBooks are all examples of products that Apple has created to solve our problems and to do it well at that. These products have revolutionized the way we do things. Who has a Walkman anymore? So, attune your ear your customer’s cries for help and be their hero by coming up with a solution.

3)      Define your Company:

Now, decide what makes you the hero your customers have been looking for. Hopefully it is more than just price. Price is an easy thing to beat. And being known for being the cheapest is asking for a cliental that will most likely be a pain in the neck to deal with for very little profit.  You will want to choose something that defines your company or product that is important to your prospect base other than price. Examples of this would be: Ease of ordering (i.e. 24/7 Online), Free Shipping, Higher quality products or customer service, larger selection or in-stock inventory, Better Warranty, etc.

4)      Sell it!:

Now that you have decided what it is that makes your company the one that will fight for your customer’s honor. Sell it! Remind them and any would-be customers what you are going to do for them. No one cares any more if you’re the biggest or the oldest or even of your products are made in America. That is so 20^th century. We are in the new millennium and times are tough. I want to know that if I buy, you have got my back. And since I’m forgetful and self-conscious, I need to be reminded often.  So, when you build your sales campaigns make your super powers known. Turn them into your slogan. Make them prominent in your marketing campaigns. Have your receptionist highlight them when she answers the phone. An example of how Apple has done this is in the Mac versus PC commercials. The quick young buck versus the geeky guy.

These are the secrets of Apple’s success. Be the Apple of your industry and like Apple you will be able to charge what you want and still have a cult-like following of believers.

I hope that you enjoyed the read and please feel free to comment on anything at all,

Jesse Lee

Related posts:

1. Build an Apple App?