Apple’s ‘Think Different’ campaign breakdown

EXAMPLE
Apple’s ‘Think Different’ campaign breakdown

"Think Different" campaign is one of the most iconic in advertising history.

Here’s the copy for the campaign:

"To the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes The ones who see things differently they're not fond of rules and they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. But the only thing you can't do is ignore them because they change things. They push the human race forward, and while some may see them as The crazy ones, we see genius because the people who are crazy enough to think they can change the world are the ones who do.״

In 1996, Apple acquired NeXT, the company Steve Jobs founded after leaving Apple 11 years prior. During these times, Apple faced significant financial challenges and was desperate for an initiative that would change the company’s course.

Steve Jobs came up with that initiative: The “Think Different” campaign.

This campaign transformed Apple's public image and marked the beginning of a new era for Apple. It resonated with visionary thinkers, innovators and people who want to challenge the status quo.

It’s not selling a product but an idea. A movement.

Another big goal of this campaign was to differentiate Apple from its competitors.

This campaign was a direct response to IBM's “Think” Slogan.

TACTICS
4 proven email tips to build bonds with your audience

Insights shared by Chris Von Wilpert, a renowned SEO and content writing expert. Noah Kagan of AppSumo credits his initial success to leveraging Chris’s strategies.

4 tips to enhance your email engagement and create lasting bonds with your audience:

1. Frequency

Why it works: We like, know, and fall in love with people we see frequently. Think about office romances—they happen because people see each other all the time.

Action item: Send daily or at least weekly emails to stay top-of-mind with your audience.

2. Depth of Emotional Experience

Why it works: People bond over shared deep emotional experiences. Consider soldiers in a foxhole during the war—they form incredible bonds because of their shared experiences.

Action item: Weave emotional stories into your emails and offer to connect on a deeper level.

3. Fundability

Why it works: We resonate with people who are relatable and fundable. If you share your struggles—like learning guitar—fellow enthusiasts will empathize with you.

Action item: Be transparent and share your journey in your emails.

4. Proximity

Why it works: Proximity breeds familiarity. The most popular college kids often live in high-traffic areas—near elevators or common rooms.

Action item: Ensure your presence is felt in your audience’s email inbox, Facebook feed, LinkedIn feed, etc.

TACTICS
From bankruptcy to 1.6 million subscriptions with this tactic

Back in the late 80s, Sports Illustrated faced an uphill battle, struggling to boost magazine subscriptions.

Marketing Manager Martin Schopen stumbled upon an idea—offering a football phone with every subscription. This seemingly simple addition drove a staggering 1.6 million new subscriptions between 1986 and 1991, saving the magazine and creating a cultural phenomenon.

Reflecting on this, it’s clear that a unique, tangible premium can sometimes be the difference between failure and phenomenal success.

🤔 Question: What’s the “football phone” you could add to your offer to skyrocket your conversions?

BOOK SUMMARY
Mastery by Robert Greene

I just finished reading Mastery by Robert Green last week. It's officially shot up to my top five favorite books—seriously amazing! There are so many highlights to go through that it'll take me longer to note them all than it did to read the book.

One part that really hit home was about two types of failure.

1. Failure when you're too afraid to try or always waiting for the perfect time. That kind of failure is destructive since there's nothing to learn from it.

2. Failure that comes from taking risks and bold moves. Even if you fail, what you learn outweighs any hit to your reputation.

I'd love to hear if any of you have read it or if you have other book recommendations that greatly impact you. Hit ‘Reply’.

TACTICS
3 marketing tactics you can implement this week

These are the 3 tactics you can implement immediately for your business or clients. Each tactic will be ranked based on the cost and effort needed so you can choose those suitable for you.

They will also be categorized according to the AAARRRA Growth Framework, which will let you know which metrics it will improve.

Get a free press release with HARO

💸 Cost: Low
💪🏻 Effort: Medium
🎩 Stage: Awareness

Here’s the breakdown:

1. Go to Connectively (previously known as HARO)–a platform that connects journalists and experts.

2. Create a free profile.

3. Search for relevant queries or keywords.

4. Send your pitch (a free account gives you 10 pitches.)

Host your own podcast

I started a podcast around 5 years ago, which allows me to invite my ICP as guests for my show. In 2020, I had the opportunity to interview 8 Forbes’ 30 under 30 awardees.

I just started another podcast, The SecretFrameworks Show, which uses Wondercraft–it’s AI software that can clone your voice and edit and publish your podcast to multiple platforms at once.

Here’s what it sounds like:

💸 Cost: Low
💪🏻 Effort: Medium
🎩 Stage: Awareness

Here’s the breakdown:

1. Go to Wondercraft.ai

2. Create your account

3. Start a project (this will be your podcast name)

4. Start a new track

5. Use the AI to generate the script for the podcast based on a blog, YouTube video, newsletter etc.

6. Edit and add music

7. Export and publish

Notes: Launching my podcast on Apple and Spotify took me less than 2 hours; if you want the detailed steps, Hit ‘reply.’

Conduct survey

The most efficient way to conduct the survey is through a 1:1 online meeting (Zoom) to record. Otherwise, you can consider Google Forms.

Survey responses provide insights for segmentation and enable you to gather feedback for product improvement.

I did a survey when you first subscribed to this newsletter. It allows me to segment my subscribers, understand your challenge and further improve my ideal customer profile (ICP).

Here’s what my survey looks like:

💸 Cost: Low
💪🏻 Effort: Low
🎩 Stage: Activation

Here’s the breakdown:

1. Go to Google Forms or Typeform

2. Create a survey

3. 8-11 questions, try to stick to short entries, multiple choices or dropdown.

4. Tell them ‘Why’ this is important

5. Incentivize them with something to increase the completion rate

Note: Every question should be deliberate. It should provide insights or information needed to improve your product/service. Example: Question 6 on my welcome survey gives me an idea of the biggest challenges you guys face.

CLICK WORTHY
ICYMI

• Instagram’s ‘best practices’ tell creators how they should post.

• YouTube expands Shorts to 3 minutes, new templates and more.

• Pinterest releases 2024 Halloween Trend Report.

• Meta introduces a new ‘Movie Gen’ AI model to create videos from text prompts.

• Ahrefs launched an AI overview tracking feature.

• TikTok’s AI ad platform is here.