The Jolt! 01.29.2014

If you know me, you know that there was no way that Mac’s 30th birthday was going by without some commentary. If you don’t know me, my brother Tony and I had a company, Image Stream, which produced all of Apple’s events from 1980-1985. One of the highlights was  the 1984 Apple Shareholders Meeting at Flint Center (near Cupertino) where the Mac was officially introduced to the world. There are two stories for you in this issue.

As an added bonus I am tossing in 102 Amazing Apple Statistics & Facts (1/2014) courtesy of the good people at Digital Marketing Ramblings.

Don’t want to read all that?

Apple sold 33.8m iPhones and 14.1m iPads in Q4 2013.

That’s 104 chances to win a bar bet or two during the BIG game.

Here’s The Jolt!

Pitches

Ever wonder why a prospect says “sorry but that’s not what we’re looking for”?

Well no one ever absolutely knows for sure, but this article from the RAIN Group, 3 Rules For Building A Value Proposition will certainly help keep you from shooting yourself in the foot.

Besides being full of good advice which we’ll get to in a second, I really recommend you study the graphic in the post. It is IMO one of the rarest things in coaching – a useful diagnostic tool that you and your team can study to see where your last pitch fell short, or better yet why it succeeded.

The premise is that people typically buy for one of three reasons. Logically enough, these reasons inform the three rules of winning value propositions:

  1. Prospects have to want and need what you’re selling. You have to resonate.

  2. Prospects have to see why you stand out from the other available options. You have to differentiate.

  3. Prospects have to believe that you can deliver on your promises. You have to substantiate.

Again, take a look at the graphic. Even if you only write the occasional sales letter, this article will help you.

http://ckwrites.info/1k3nGMY

Content

Would you like to be a better writer?

One of these days I will do a Jolt! just about books on writing – there are some great ones. Today I am going to share 10 Tips From The Master, ad man (Mad Man?) David Ogilvy, from an internal memo he wrote to the staff at Ogilvy & Mather in 1982. What I really like is that it was addressed to all his employees.

The better you write, the higher you go in Ogilvy & Mather. People who think well, write well. Woolly-minded people write woolly memos, woolly letters and woolly speeches. Good writing is not a natural gift. You have to learn to write well.

You’ll find the 10 Tips if you click on the link below.

http://ckwrites.info/1crJTCX

The Big AHA!

Have you seen “the Mac 30 video”?

Fanboy here with your must see video of the week. A beautiful look at the influence of the Mac told sparingly in a very personal way with an eclectic testimonial cast.

Also quite fun and well worth exploring is the Mac Timeline.

Thirty years ago, Apple introduced the Macintosh with the promise to put the creative power of technology in everyone’s hands. It launched a generation of innovators who continue to change the world. This 30‑year timeline celebrates some of those pioneers and the profound impact they’ve made.

http://ckwrites.info/1lkP0KL

Metrics & ROI

Would you believe two very readable, very different thoughts about data?

Sorry but I couldn’t decide which you might find more interesting… or which might be more relevant on any given day.

The first one entitled The SuperBowl Ad Engagement Survey from Brandkeys. It is one of the first (being pre-event and all) in what no doubt will be a series of surveys, studies and reports on how effective each $4,000,000 spot  was for its proud sponsor. (Don’t forget to add-on those pesky production costs and maybe some activation too.)

The big winner – meaning the ad that they tested that they predict is actually most likely to change consumer behavior – is Doritos at +13. The loser at -12 is from Intuit.

Results correlate very highly with behavior and are validated, reliable predictors of future brand purchase. So we think it’s fair to say that a laugh, a sigh, or a tweet alone isn’t really an acceptable return for an ad buy of any size.

Where am I going with this? Well let’s remember that many of the events we will work on this year will cost more than 4 million dollars.

So the question is how are you going to show an acceptable return on your 4 million dollar event?

http://ckwrites.info/1go36sH

Not enough of a good thing? We have more! This time a celebration of the value of intuition, Intuition Is Data from a blogger I recently discovered, Jonathan Fields.

Stop ignoring soft data. It’s no less valid than the supposed hard-data. Reconnect with your intuition. Allow yourself to feel it again. Even if you’re not quite sure what to do with it yet. Feel it. Intuition is data. Just because you can’t easily quantify it, doesn’t mean you should toss it.

See, I knew you’d like it.

http://ckwrites.info/1nfNM1Z

Marketing 501

Does anybody ever remember an event after it’s over? 

I believe that the fleeting nature of our work is a fundamental cause of angst in our industry. But happily we all have a few events that we can point to that have stood the test of time. Some have even made a difference to a company, or an industry, or (gasp) even the world.

Here, to go along with the Mac 30 video, is a spectacular write-up on the 30th in Time Magazine, which is really three great things in one.

First, you can see the video of the 1984 Apple Shareholders Meeting when Steve Jobs first unveiled the Macintosh. This is the show that Image Stream produced and is the show that Walter Isaacson chronicled in his bestseller, Steve Jobs.

Next, and this is the real focus of the article. you get the complete 96 minute video of Steve’s presentation to The Boston Computer Society which took place a week after the Shareholders Meeting. This includes some seldom seen members of the Mac team doing live demos. The video premiered on January 24th, 2014 on Time.com.

You get to see Steve, when Steve became the Steve Jobs. Seeing him smiling up there is the way a lot of us would like to remember him.

Finally you get a long, wonderfully researched article by Harry McCracken who is building a distinguished corpus of all things Apple. Says Boston Computer Society founder Jonathan Rotenberg when asked about looking back:

It’s a time of life I feel a tremendous connection and affection for. I think of what people talk about with the 60s or the Camelot era with JFK. It was an amazing time to be alive, and to be part of something. But there’s also a sadness that it’s gone.

I couldn’t have said it better myself. It’s interesting how Steve’s death and this anniversary have brought so many of us back together.

http://ckwrites.info/1jGAICk

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