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  • bjbj,E,E HYPERLINK "http://www.youtube.com/watch?v=wdmH7yqYUVk" http://www.youtube.com/watch?v=wdmH7yqYUVk

  • Best Marketing Strategies used by Apple, Microsoft, Google & Walmart I have always wondered on

  • this question that, How a company becomes the preferred option in the minds of their

  • consumers? That s what we are going to talk about today. Hi! My name is Aziz and I am

  • the founder of Days to Domination. Days to Domination is a blog where I discuss how successful

  • companies use, what elements are so common within them, that we can use in our business

  • to take our business to the level that they enjoy. Today, I am going to discuss with you

  • 4 principles that are used by top companies to become the preferred option in their marketplace.

  • First Principle - The Power of Less The first principle is The Power of Less . Have you

  • ever wondered why Google is at the level that they are now? Think about that! Google s number

  • one competitor is Yahoo. How many clicks or how many buttons are on Yahoo.com and how

  • many buttons are on Google.com. Google applied this principle the power of less, to their

  • website. They eliminated every other opportunity. They eliminated Google Weather, Google Docs,

  • Google Email or Google Maps, I don t remember how many other options they have, but they

  • eliminated every other option from their website and only focused on one thing the Search Bar.

  • They leveraged their power. The unique element that Google had was their search algorithm

  • and they focused their power on the search. So when a person went to Google, the only

  • and the most prominent thing that they saw on Google was a search bar, and Google leveraged

  • the unique asset that they had, to become the top player in the whole world. Did you

  • know that Apple was 90 days from Bankruptcy when Steve Jobs came in and took the position

  • as the CEO? When Stave Jobs came in, he eliminated a lot of departments that Apple was focused

  • on and he focused on some key products, that he thought in his mind, are going to take

  • Apple out of bankruptcy and make it a company that it is today. Steve eliminated all the

  • departments that he thought were non-profitable or not contributing towards the success of

  • Apple. He focused on projects like iPod and later iPhone, to take Apple from the company

  • it was near bankruptcy, and make it the company it is today. Apple did not stop there. If

  • you go to Apple.com today, you see a huge advertisement or a huge link on their feature

  • product - Right now it is iPhone 4. If you go there, you are going to see advertisements

  • and features about iPhone 4. On the top, you are going to see the navigation which is really

  • clean and on the bottom you will see other information, but that is not really highlighted,

  • because they want to focus the majority of their attention, promotions and target on

  • iPhone 4 now. When I used to work in the computer store, I saw that in the Apple department

  • there were only 5 laptops and in PC department, there were like 50 laptops. The conversion

  • rate in the Apple department was much higher than that of PC department, because people

  • would walk in the PC department and they would see all these computers and get confuse as

  • to which PC is right for them. They would get a lot of information that they had processed.

  • But in Apple department there were only a few choices, people were able to absorb the

  • information and make a buying decision much faster. I am going to give you another example,

  • how the power of less worked for a watch company. There was a company who hired a marketing

  • firm to do some advertisement on their wrist watches. The marketer said that we are going

  • to market one watch at a time, but the owner said, No! No! No! I want to market all my

  • watches , so he said, OK! If you insist we are going to do a split test . What they did

  • was that they ran one ad with one wrist watch, and on the other ad consisted of like 7 watches.

  • The results were that the ad which consisted only one watch outsold all the watches sold

  • combined from the other ad. It means that the sum of all the watches sold combined was

  • less than the ad that had only one watch. Second Principle - Slightly-Better Syndrome

  • The 2nd principle that I am going to share with you is the Slightly-Better Syndrome . This

  • principle was introduced to me by Marshall, who is a guru at AdWords or Google Ads. He

  • used this principle to explain that if you ad is slightly better than your competition,

  • then you can dominate the market. What he meant by that was, let s say that your ad

  • was slightly better than your competition, there are going to be more people clicking

  • on your ad and you are going to enjoy more people coming to your website and you are

  • going to enjoy lesser cost-per-click, so you are winning in all situations. But I believe

  • that this principle works in a broader sense. I was reading a blog on fourhourworkweek.com

  • and there was a blog about 2 Opera singers. The famous one was Pavarotti, who got so famous

  • and so popular that he had wealth like 200-400 Million dollars. Now another singer whose

  • name is Flores is as good as Pavarotti, but he is not as rich as Pavarotti was. Now why

  • is that? That is because Pavarotti was slightly better than Flores and this is the reason

  • that he accumulated so much more wealth than Flores did. What s the reason behind this?

  • Let s say that you are a consumer and you are going to buy a car. There are two cars

  • equally priced, equally everything but one is slightly better than the other. May be

  • the tires or the grip on the tires are slightly better, or let s say that the color is a little

  • bit more shinning, you are of course going to buy the car that is slightly better. Although

  • it does not even matter to you, but you are still going to buy the car that is slightly

  • better. But you are just one consumer. Think about million and billions of other consumers

  • altogether. They are all going to prefer the car that is slightly better. It does not matter

  • if it is a car, or a singer or a Google Ad, or it is Google or Yahoo. Think about Google

  • and Yahoo They are similar search engines but Google was slightly better (or may be

  • a little better) than Yahoo in searching websites and producing results that the users wanted.

  • And look at the results. Google is a far better company and a far powerful company than Yahoo

  • is. Currently 60% of all searches are done through Google. So you see how you can become

  • the leader in your marketplace by being slightly better than your competition, whether it be

  • Google or a singer or a phone or a car, it does not matter. Third Principle - Zero-Risk

  • Free Entry The 3rd principle that I am going to share with you is the compelling Zero-Risk

  • Free Entry . What I mean is that you must offer your customers some compelling zero-risk

  • free entry into your funnel, so that they can experience how awesome and how cool you

  • are, and then you can offer them to but your products or services. Let me give you some

  • really good examples. Let s talk about Gmail.com. Have you ever wondered why they introduced

  • Gmail.com? First of all, Gmail.com was slightly better than its competitors like Yahoo and

  • Hotmail at that time, when they were introduced. Gmail.com offered 1 Gig of space in their

  • Gmail account and at that time MSN was charging for that service and Yahoo was not even offering

  • that. Google was offering that awesome service to everybody for free. Why? Because they wanted

  • to create a database of respective customers that they can future market to. Have you ever

  • thought about that? How cool an idea is that? They offered a free Gmail account and people

  • associate with their accounts, address, phone numbers or email addresses far more than any

  • other thing. They offered that email address for free so that they can have that customer

  • in the database and they can make that customer loyal to Google, because they have a Gmail

  • account now. s see what Apple did. Apple introduced their iTunes and they were offering a song

  • for $1. Do you think that they were making a lot of money from iTunes? No! They were

  • not making any money; in fact they were losing money, because they were breaking even or

  • a kind of losing money in their service. By doing that, they became the leader of the

  • whole music Online Purchase industry. And think about it that Apple had their iPod,

  • which was the leading MP3 player at that time. iPod helped iTunes and iTunes helped iPod

  • and they helped each other to grow their shares in their respective industries. And think

  • about it that both Gmail.com and iTunes.com grew virally, because they were offering such

  • an awesome service, they were slightly better than their competition and it was a compelling

  • offer and a free entry and they became viral. I have got that service and I got so impressed

  • by their service that I was offering and inviting other people to use the same service. Right?

  • I know you might not have the budget to make a whole Gmail.com or iTunes.com, but what

  • you can do is offer some kind of free entry to your customers to enjoy the services that

  • you offer. s say that you can introduce a free trial or else you can give them some

  • education to educate your prospects more about your products and services, so that they get

  • experience how it is like to be a customer of yours. You can offer a free booklet, video

  • or an MP3 interview. Fourth Principle - The Power of Vision Now the 4th principle that

  • I am going to share with you is The power of vision . Bill Gates had the vision that

  • he wanted personal computers on every desk. I think that he is pretty successful with

  • his vision. Now think about it 40 years ago when Microsoft started, people could not even

  • think about having a computer on their desk. So Bill Gates sold a lot of computers and

  • he sold computers that people were not even thinking like, Oh no! I don t want that thing.

  • I don t want a computer on my desk. At the moment, you might be selling cell phones.

  • When you go to a person who does not have a cell phone and say, Hey! I am going to offer

  • you a cell phone ; he might say, Ya! I really need a cell phone and I am going to buy it.

  • But then, 40 years ago, you might go to a person and say, Hey! I want to sell you a

  • computer. Are you going to buy it? and he says, No! I don t need that computer. I don

  • t want that computer . Bill Gates was able to make billions of dollars to make himself

  • the richest man on Earth, by selling something that people DID NOT want at that time. How

  • powerful was his vision at that time to make that happen? What about Sam Walton? He had

  • a vision that he wanted a big store, that would have cheap items and it is going to

  • be affordable with bigger aisles and more diverse items. Back then, when he had that

  • vision, it was almost impossible to make that happen, but he had a vision so strong that

  • pulled him towards the achievement of that goal. Now you might say that no, I am not

  • Sam or I am not Bill Gates, but think about it. When Bill started, he was just a young

  • kid; When Sam started, he was just an employee in JC Penny but they had a vision so strong

  • that it was inevitable for both of them to achieve that goal. I really hope that you

  • like this information and you are going to join me at DaystoDomination.com, where I am

  • going to have some more videos and some more posts about how we can take our business to

  • the next level, using online marketing and some other nitty-gritty cool stuff. |l\l\l\l\l\lL\LlL

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Best Marketing Strategies used by Apple, Microsoft, Google & Walmart

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    阿多賓 posted on 2014/01/18
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