Why Everybody Loves Apple

Apple makes products that are so cool, a product demo alone is enough to make the sale. But that doesn't mean Apple isn't “selling”. It's just that they've compressed the old AIDA formula into a one-step sale (on a surface level, anyway). Here's what I mean… let's break down Apple's typical product demo using AIDA as the framework. Steve Jobs steps onto the stage and begins talking…

We know he's going to say something interesting, because he always does.

Ah, he's talking about Apple TV. He's hinting they've done something new. He's actually talking about the shortcomings of Apple TV! Now I'm interested for sure…

He shows the super tiny NEW version. He demos the cool new features. I'm beginning to salivate. The he drops the bomb… the unbelievable low price.

Steve mentions the date it's available. Everyone listening is ready to buy now. Anticipation is near frenzy level.

Andy Jenkins has duplicated this process fairly well with his launch of Kajabi, the integrated marketing platform. It's been kind of amusing to see how people are actually angry they can't give Andy  their money yet (maybe by the time you read this they will have opened the doors).

Good exercise: think about how you can duplicate Apple's process in your own business.

Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at RayEdwards.com.

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  • Rich Hamilton

    I highly recommend the book, “The Presentation Secrets of Steve Jobs — How to Be Insanely Great in Front of Any Audience” by Carmine Gallo.

    It’s about speaking, but, really, it’s about any presentation. I’ve read a lot on this topic; this one’s a winner.

  • Ray,
    I’m interested in getting Kajabi, but I’m just starting out. I have some big plans, but do you think Kajabi is overkill for what will be essentially a content management system? Would WordPress be a better place to start? I have a Blogger site now for my off-line business but would like to upgrade. http://www.betterpainting.net
    Thanks, Tim

    • Definitely move off Blogger. WordPress will work but require a little more technical know-how (or paying someone to do it). Kajabi seems easiest to me. I’m moving some content into it now, and if there’s interest I will share my experiences.