The Steal Club - The best marketing speech ever

Hey everyone!

It has been an eventful week. I launched From Consumer to Creator with Alex Maese and it went great! 

I’m also writing this email and as soon as I send it I’ll pack my things and take a break until next Monday. If it takes a bit longer than usual to respond to your emails, you know the reason!

Now let’s dive into today’s issue! It’s packed 📦

Time to read: 3 minutes and 49 seconds

Steve Jobs was a marketing genius.

In 1997 he gave what has been labeled as "one of the best marketing speeches ever."

In that speech, he gives some key lessons on what product marketing should be about and how "Think Different" was born.

A quick breakdown of his speech 👇

Apple is a top 5 brand in the world.

But even that big of a brand needs investment and care if they want to stay relevant.

Jobs acknowledges during his speech that Apple had been struggling with that back in 1997.

They weren't finding a way to resonate with their audience. 

They needed a communication shift.

What was his proposal?

• Not talking about speeds and fees
• Not talking about bits and hertz
• Not talking about why they are better than Windows

In general, not talking about the product. Why? 

Jobs gives two great examples 👇

Example 1: Milk

The dairy industry is trying to convince you milk is good.

But they are not talking about the product, they are talking about the ABSENCE of the product and what it does to you.

Example 2: Nike

Nike sells shoes, but their ads are not about the products.

They don't talk about the air soles or their newest designs.

Instead, they honor great athletes and great athletics.

Jobs knew Apple had a great product, but he didn't want to talk about that.

He wanted to talk about what Apple was really about.

He wanted to find its core value and translate it into a marketing campaign.

"Our customers want to know who is Apple and what it stands for"

According to Jobs, Apple's core value, is that they believe that people with passion can change the world for the better.

And those people, who are crazy enough to believe, are the ones that actually do.

Apple fuels and empowers those people.

But, how can they communicate that?

Jobs decided to honor the people who have changed the world.

People like Gandhi for example. Some are living, some are not.

But Jobs bets that "the ones who are not living, they would be using a Mac."

This is how "Think different", was born.

Here’s the full ad.

In a noisy world, you have to be ultra clear on what you want people to know about you and your brand.

That’s what Jobs wanted for Apple. 

This is a lesson we can also apply to our own brands as creators.

This ad slot could be for your brand or project.

If you are interested in partnering with me to advertise to 2,9k+ creators, makers, and entrepreneurs, contact me at alex@stealclub.com or check the button below 👇

“The more creators we have, the more curators we need.”

The number of creators is growing day by day.

In general, that’s a good thing. But that also means that the “noise” out there is increasing.

Here’s where the big opportunity comes in: curation.

To be a creator doesn’t mean always looking to generate something new. 

You can curate, instead. And it’s an industry that’s growing more and more as time goes by.

People need help finding signal among the noise.

One great example of this is Easlo. I’m sure you’ve come across one of his threads.

He has built his personal brand of 127k followers in a matter of months by simply curating content.

Best accounts to follow, best tools, best resources...

Don’t feel that you need to be a creator to create.

Try curation instead. 

I really believe it's one of the biggest opportunities you can find out there!

What you need:

• A defined niche
• A system to gather information
• Find a repeatable way to share it

If we check Easlo's his most popular threads, most of them follow the same structure!

Jump to the next section to see how can you replicate it!

Let’s explore a couple of Twitter formats for content curation.

Curation format #1: I asked. These are the best answers

Why is this smart? 

You let your audience do the heavy lifting for you.

This is going to work best with a bigger audience. But as we have seen in previous issues, people love to be challenged.

Ask a question (remember to put constraints to it like “In one tweet, tell me this” or “In one sentence, tell me that”)

Then look for the best replies among those and steal this hook.

Curation format #2: I saved you time and money

Marketers say there are two things people want. Either:

• Save money
• Or save time

Curation helps with both.

Make that clear on your hook and boom, you have it.

“Hey Designer, here are the best resources for you. I just saved you 125h of research. And here it is for free”

or

“Hey Marketer, here are 10 classes so you can avoid spending $80k on a marketing degree”

That makes a pretty compelling pitch, right?

There are a few more curation formats, but I think that for now, that’s plenty for you to get started!

The best part of these formats is that they can easily be replicated on other platforms 👇

• For Newsletters. Use the hook as your subject line
• For LinkedIn: copy-paste the thread as it is (everyone does it apparently 🤷‍♂️)
• For Instagram: turn it into a carousel

And this is it for now! Let me know what you think about this week's issue by voting below. It really helps!

And if you were forwarded this email, you can subscribe here.

See you next week!

Alex Llull

Thief Master

The Steal Club

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