Before he made The Simpsons, Matt Groening’s famous comics and illustrations graced the covers of Apple brochures. The writing inside—from 1989, mind you—still does a great job selling the Mac.
Instead of blanket marketing a one-size-fits-all message, Apple took the time to speak to every situation a person is in. If you’re feeling overwhelmed, the Mac is there to put order back in your life. If you’re unemployed, the Mac is there to help you chase a career. If you’re a habitual procrastinator, the Mac is there for your spark of productivity.
They’re listening to us, and our problems. Talk about empathy.
Plenty of marketing today, especially in software, is a package of feature sets, bells, whistles, and some boasting about how they’re better than the next guy. Perhaps there’s mention of “benefits,” sure, but we’re always left figuring out how a product is supposed to fit in our own lives.
Chances are, your product isn’t for everybody. It doesn’t have to be, either. Really listen to your audience—you’re lucky to have them. Instead of assuming what they need, ask where they’re coming from. How did they get to the point of finally asking your product for help? If you can figure that out, all of a sudden your marketing changes from “making sales” to “being there for friend.” That feels good.
Zach Johnston
on 11 Apr 14You’re right, a mention of benefits isn’t the same as building a story around benefits. Is that why Basecamp.com takes a single-column, blog-post-layout approach? Does that make it easier for you to treat things as a story instead of a grid of flashy features?
Rob McNelis
on 12 Apr 14Everything that comes from this blog aka 37Signals, aka Basecamp is just incredible….
It’s like your opinions are data drive, but I can’t figure out how. Maybe just working with so many clients?
I would love to connect with anyone here. Hit me up on twitter or something :)
@robmcnelis
Rob McNelis
on 12 Apr 14Data driven*
How embarrassing… In front of the most brilliant people in the world. lol
Glen
on 14 Apr 14Wow. I thought that with the change to Basecamp you also decided to stop writing the blog. Glad to see another post.
Rick
on 16 Apr 14@Mig / Basecamp
If what you are saying is true in that you should tell a narrative to your prospective customers, then why isn’t the link below the homepage of basecamp.com instead of what’s currently there?
https://basecamp.com/roles
The link above seems to be your product / person narrative. Shouldn’t this link be your homepage instead?
Jeff O
on 16 Apr 14At the time, Apple had a problem with the home computer market because there wasn’t one. Few people had ever used a computer, so it was important to educate potential users on what could be done.
Today, it is too easy to get caught up in specs and features because many users are much more knowledgeable. “Phone with more screen size, hell yes, these eyes are getting old, but I can still do the math.” The folks making wearable devices and putting computing capabilities in other places have their work cut out for them.
If only I could convince those at my company to use something like Basecamp, instead of email (Because you can do everything with email!).
This discussion is closed.