Read on Twitter
How Steve Jobs clarified Apple's messageTHREAD ...
1/ January 1983. Apple finish production of their new computer, Lisa.
Steve Jobs launches it with a nine-page ad in the New York Times.
It's nine pages of geek speak. Nobody outside NASA is interested. Lisa sells just 10,000 units. Steve is fired from Apple.
Steve Jobs launches it with a nine-page ad in the New York Times.
It's nine pages of geek speak. Nobody outside NASA is interested. Lisa sells just 10,000 units. Steve is fired from Apple.
2/ Fourteen years later, Steve Jobs returns to Apple.
In his first campaign back he went from nine pages in the New York Times to two words on billboards across America: “Think different”.
In his first campaign back he went from nine pages in the New York Times to two words on billboards across America: “Think different”.
3/ There would be no computers in the ads. No technical jargon. No noise.
Jobs realised that people don’t buy the *best product*. They buy the *best story*. So that's what he sold.
You see greatness. You want to emulate it. Apple is how you get there:
Jobs realised that people don’t buy the *best product*. They buy the *best story*. So that's what he sold.
You see greatness. You want to emulate it. Apple is how you get there:
4/ It's a simple story. Light on calories. And it stuck.
The campaign ran for 5 years. And is credited for turning Apple's fortunes around.
Think Different is still printed on the back of some Apple computers today.
The campaign ran for 5 years. And is credited for turning Apple's fortunes around.
Think Different is still printed on the back of some Apple computers today.
Full credit to “Building a StoryBrand” by Donald Miller where this example comes from. Great book.
“How Apple clarified its message” 
https://marketingexamples.com/copywriting/think-different
https://marketingexamples.com/copywriting/think-different
Thanks for reading.
If you enjoyed it please do subscribe to the newsletter.
I share one pratical marketing case study each week https://marketingexamples.com/subscribe
Over and out — Harry
If you enjoyed it please do subscribe to the newsletter.
I share one pratical marketing case study each week
https://marketingexamples.com/subscribe Over and out — Harry
