This one’s going to be a fairly controversial marketing tip.
And, before you ask — no, it’s not about the you-know-what department at Apple.
(I woke up the other day to find my Apple ID had been reset for NO reason, and I spent 15 minutes trying to fix it all. It was like a warning shot across the bow. So today I’m backing off, and saying something good about Apple …)
Instead, this email is about another one of Apple’s secrets.
A very … X-rated secret.
(That’s pronounced “TEN-rated” … huh? What were YOU thinking?)
Specifically, I’m talking about the iPhone X.
Remember back in 2017, when it first came out?
As amazing as an all-screen iPhone was, it got widely ridiculed for one thing:
The ‘notch’ at the top of the screen.
Everyone thought that the notch was a lazy compromise that showed Apple had ‘lost it’ when it came to design.
A stream of memes relentlessly mocked Apple.
And on Twitter, fanboys shrieked “STEVE JOBS WOULD BE TURNING IN HIS GRAVE!!!”
Yet in the face of all this criticism, what did Apple do?
Did it try and downplay the criticism?
Grovel and apologise?
No … Apple leaned in to it.
It banned developers from using black bars at the top of the screen to hide the notch.
It redesigned its iPhone icons in all its software to show off the notch as a defining feature.
And it’s been in no hurry to get rid of the notch, nearly 3 years later.
And guess what?
Now the notch has become … kinda cool.
Cheaper (and even some expensive) phones began springing up that used it.
And of course, now they seem like rip-offs … while the iPhone X (and its successors) have a powerful, defining brand.
Here’s the best part:
You can do this with your marketing, too.
Most people are too scared to talk about their faults … when they should be embracing them and making a big deal of them.
Take mine, for example:
Raise your hand if you’ve heard me talking in emails lately about how my sense of humour is kinda lame … or how I’m not available for client work soon … or how my rates are really expensive.
(I mutter into a lapel mic concealed on my jacket: “Stacey, note the people with their hands not up and ensure they’re summarily punished later.”)
These are all ‘bad’ things about my business. But instead of hiding them, I lean into them and call your attention to them.
It’s counterintuitive, but it works.
So, what’s bad about your brand that you could spin into a positive?
If you can’t answer that question, I would recommend joining the waitlist for a professional copywriter who can help you do that.
Just be warned … his sense of humour is a bit lame, he’s not super available for client work any time soon, and even when he is, he’s quite expensive.
P.S. Dear Howard and Steven,
I said something nice.
You can stop breaking my stuff now please.