Marketing Examples - Marketing Examples #041

January 1983. Apple finish production of their new computer, Lisa. 
Marketing Examples Logo
#041 - How Steve Jobs clarified Apple's message
(Copywriting • 1min • Read on website)
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.
Apple 1983 New York Times ad
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.
Apple Think Differnt: Moon landing
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.
Steve Jobs storyteller
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.
Credit to the book “Building a StoryBrand” where this one comes from.
Sponsored by
Exploding topics. They run a great newsletter where they share all the latest trends before they go mainstream. I'm subscribed. It's good stuff!
Thanks for reading, stay safe — Harry
If you're feeling generous perhaps like or retweet the thread on Twitter. It really helps the site grow :)
Know any marketing pals who'd enjoy this? Please do forward the email. Any newbies can subscribe here :)


You are receiving this email because you signed up for the Marketing Examples mailing list.
Marketing Examples | | Wimbledon, London, SW19 5AE

Older messages

Marketing Examples #040

Friday, April 10, 2020

Hola. It's been a while. I had an article done last week. Marketing Examples Logo #040 - The most creative Coronavirus company pivots (Pivots • 3 mins • Read on website) Hola. It's been a while

Marketing Examples #039

Saturday, March 28, 2020

Hey everyone. I hope lockdown life is ok. At least you've made it to Saturday Marketing Examples Logo #039 - Grubhub's link building strategy (SEO • 3 mins • Read on website) Hey everyone. I

You Might Also Like

🎯 Stop Planning Your Goals Like An Amateur

Monday, December 23, 2024

Here's how to actually crush 2025 while everyone else is nursing their hangover... ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏

🌁#81: Key AI Concepts to Follow in 2025

Monday, December 23, 2024

Plus – we become Hugging Face's residents 🤗 ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

The best countries to manufacture your product [Roundup]

Monday, December 23, 2024

Here's your chance to win our best-selling "How to Find a Product to Sell on Amazon" course for FREE by answering our Amazon Software Poll. Hey Reader, Want to start sourcing from places

This "Boring" Website Makes $35k/month + A Special Deal

Monday, December 23, 2024

I'm always fascinated by different types of websites and how they make money. I recently ran across a website on such a boring subject, it got me thinking...maybe boring is a great way to make

How brands leverage commerce media for seasonal success in 2025

Monday, December 23, 2024

How diversifying ad placements reveals untapped revenue opportunities ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Holiday Special: Lifetime Access for Less Than $1/Day

Monday, December 23, 2024

Make 2024 Your Year – Special Holiday Deal ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏

Create a LinkedIn funnel from personal posts

Monday, December 23, 2024

Today's Guide to the Marketing Jungle from Social Media Examiner... Presented by social-media-marketing-world-logo It's National Pfeffernuesse Day, Reader! Who wants a delicious and spicy

New SEO strategies for 2025

Monday, December 23, 2024

60% of Google searches result in no clicks. Zero. With AI integration, that number could become even higher. I'll show you how to adjust your strategy so you can capitalize on these shifts in our

Can We Mine Bitcoin In Space With Solar Panels?

Monday, December 23, 2024

To investors, ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏

AI keeps its grip on early-stage deals

Monday, December 23, 2024

Playground Ventures pares flagship fund size again; ecommerce startups ring up a funding surge; is 2025 the year of the industrials revival? Read online | Don't want to receive these emails? Manage