Courtesy of Apple
EXCEPTIONAL MESSAGING
Messaging, the way in which you
communicate your extraordinary promise of value to your ideal clients is
one of the most overlooked components of personal and company branding
for luxury real estate marketing professionals. To sharpen your own
marketing message, look to other industries for evidence of exceptional
messaging.
Successful messaging is focused and
laser sharp because it specifically addresses the attitudes, interests
and the opinions of your target market, i.e., their precise
psychographics. Once you know the way your ideal client thinks you must
speak to them in their language and in their own “dialect”.
Apple announced its new iPad Mini today.
Apparently, there are a lot of us who would prefer a smaller tablet
because it can be held comfortably in one hand. Now, you can essentially
get most of the benefits of a larger iPad with faster Wi-Fi for about
$160 less. Here is the essence of the iPad mini marketing message:
“The Whole Package. In a Smaller Package—Mini is Mighty”.
But, in our opinion, the really big
news at Apple today was not the iPad Mini, although, this new product is
destined to be a huge success. It was the new iMac! The marketing
message for this totally re-engineered personal computer: “Performance
and Design. Taken right to the edge”.
Whereas, the iPad Mini speaks to a much
broader audience of consumers, the new iMac speaks to an entirely
different psycho graphic profile: Those who would choose to buy a
Ferrari, for example, or aspire to own one. It also appeals to those
who value spectacular innovation in design—“The desktop in its most
advanced form ever”, according to Apple.
At a time when mobile devices are
overshadowing the stodgy PC and the PC market is declining, Apple gives
us some very compelling reasons to fall in love with the PC again. You
may not need the extreme performance of the new iMac. But, if you want
to work on a computer that is also a piece of art you MUST HAVE one.
Nothing else out there can hold a candle to it.
First, it has 40% less volume than the
previous iMac. It is only 5 mm thin at the edge of the screen! There is
75% less glare. And, each screen is individually calibrated for vivid
color using equipment “tuned to color standards recognized around the
word for precision and accuracy”.
From an economic standpoint, if the PC
market is eroding, does it not make sense to come up with a way to “own”
a bigger slice of the remaining pie? 58% of all PCs are purchased in
stores, according to the Wall Street Journal. The iPad and the iPhone
drive traffic into Apple stores where the customer experience is far
superior to stores like Best Buy in every way. That is, if you have the
psycho graphics of Apple’s ideal customer.
Learn how your ideal clients think.
Understand their psycho graphics—their values, attitudes, interests and
opinions. Then make an effort to hone your marketing message by
communicating in their language.
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