A business isn’t exactly a circus (except if you happen to be real ringmaster that is) where salesmen are just there to dazzle people into buying their product. Customers are complex despite the fact that they need to fulfill a very simple need. The trick here is not to trick.
Making a business work is not just throwing your money at creating a respectable face to your customers. Everybody might like a paint job of car, but they need to be assured that the car, in fact, runs. Remember, advertising is just part of a business; it is not the business itself.
The internet is perhaps one of the respectable tools to get your business to work. It’s cheaper than setting up a physical shop and advertising on it is a simple as pie. Unfortunately its simplicity can also complicate the way you run your business. Most people nowadays know how the internet works, including big time companies and their competitors for its ease of use and its expansive web of influence. The game has changed from competing store chains on the same block to an entire database of companies fighting for advertising rights on high-traffic websites. It’s a task of standing out first to get your market’s attention, then selling them your product.
Again, simplicity is in the details. The easier one particular way of advertising is, the more crowded it is. It seems that most businesses believe in the saying “don’t fix what isn’t broken”. The internet is vastly tremendous, but it is not impossible to not get noticed. Setting up shop online is just a matter of creating official websites and partnering yourself with online trade hubs like EBay or Amazon; however advertising can be tricky depending on where you place them.
To better understand this, let’s look over the late Steve Job’s Marketing Manifesto:
Apple believes that in order for their product to sell, do not market it as one. Market them the experience that connects with them with the product. The iPod when taken at face value is an overpriced machine with limited customization options, but Jobs saw the product differently. He reiterated the product’s simplicity and limitations as an easy interface that everyone can connect and get into.
Jobs believed that in order for a business to work, it must keep its head straight when it comes to goals. If opportunities arise they must keep the pace to one finish line not many. If you are catering to a multi-purpose phone and there is a market for touch-pad laptops, it’s a lot better to integrate that system into your technology rather than straying from it by catering to another customer base entirely.
As you might have guessed, Jobs does believe in judging a book by its cover. And that stern belief he has did work for his end. To Apple’s understanding, having the best product is not enough to sell your product; once people have already built around the idea that your product is high quality, it is better to establish a name as soon as possible. Now Apple’s symbol is instantly connected to dependable product; if it happened to Steve Job’s vision of Apple, it might work for you.