First, I have to admit I am not in the Apple tribe – never owned a Mac and probably never will. As I watched the recent iPad launch, I wondered if it would be successful given our tough economy and a market full of tech gizmos.
As it turns out, Apple announced that on the first day they sold more than $150,000,000 in iPads. Yes, that’s $150 million or 300,000 units in one day! That’s incredible news which demands an explanation or insight.
When I’m curious, I go to a master teacher for answers. So, I’ve found an overview of how this was accomplished at Seth Godin’s Blog.
Seth’s first two points are significant and points everyone should consider:
1. Earn a permission asset. Over 25 years, Apple has earned the privilege of delivering anticipated, personal and relevant messages to their tribe. They can get the word out about a new product without a lot of money because one by one, they’ve signed people up. They didn’t sell 300,000 iPads in one day, they sold them over a few decades.
2. Don’t try to please everyone. There are countless people who don’t want one, haven’t heard of one or actively hate it. So what? (Please don’t gloss over this one just because it’s short. In fact, it’s the biggest challenge on this list).
Let’s apply these two points into our businesses.
1. Get your customer/prospect contact information and develop a relationship. Build a database, create an e-mail system, communicate and build your own tribe. A successful business, like Apple, treats it’s customers like friends. They talk and share information over the long-term. It takes time and effort, but it pays off over and over again.
2. Determine what you do best and stick with it. Don’t try to be all things to all people. Specialize. Become an expert in one niche area. Keep working to be the best in what you do, improve, streamline, innovate. Don’t get distracted with the “next big thing” – be the best in your area and the profits will grow.
Will you use these ideas to improve your business today? Let me know if I can help you with a plan to build your tribe. Or, maybe your niche market needs to be defined and promoted. Think about it and do something today to increase your profits. Kay Peck