The Power Of Remarkability
By Rob Safuto on Jan 27, 2008 in Social Media | Tags: Apple , Marketing , seth godin
When I read the book Free Prize Inside by Seth Godin I was reminded about how remarkable products make marketing simple. So many companies marketing web services make average products then try a variety of marketing tricks in order to get people to take notice and talk about their services. Smart marketers figure out what types of things will make the market take notice. Then they help their company get those products and services to market. A very precious few web service companies take this approach. Those that do are highly successful.
This popped back into my head upon seeing the YouTube video showing the gang at the Today show talking about the MacBook Air. Not only does the Today show crew talk about the new MacBook. They also show a part of the commercial. How much is that worth?
I know that many Mac faithful think that the Air is lacking for a variety reasons. That’s not the point. It’s something different and interesting. It’s something that challenges convention and gets people talking. Last year the iPhone was the most talked about product. I really believe that Apple saves themselves a lot of money on their marketing budget by spending that money of design and development.
A lot of web companies can learn from Seth’s advice and Apple’s approach. Maybe you can too.
For whatever its worth I did a Google Blog Search on “Macbook Air” and less than two weeks after launch there are over 96,000 posts with that phrase. Conversely a search for the much less remarkable “Apple TV” yields about 35,000 posts. And that product was announced a year ago. This seems to indicate that remarkable gets people talking.
LittleMissFairy | Apr 16, 2008 | Reply
here’s a nice rewiew on the Apple’s Macbook Air pros and cons: http://www.maconair.com/the_pros_and_cons