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In case you haven't noticed (but as a smart, loyal reader, you
surely have), Apple is obliquely trying to move people away from
Windows, and music is its vehicle of choice. Right now, a vast number
of Windows users are toting Apple hardware in their pocket. Now
millions more are installing Apple software on their hard drives.
They like Apple, and they like what the products they've bought.
Surely the marketing eggheads at Apple have a strategy in mind
when it comes to getting more folks using Macs. Thus far the Mac
renaissance has yet to materialize.
All the chips seem to be in place to things to take off. The
hardware is great. The software is great. The OS is great. Throw in
the faint but growing stronger heartbeat of IT spending, and you're
probably wondering why Apple isn't in the stratosphere right now. I'm
wondering myself.
What all those users sitting on the fence need is a nudge, don't
you think? Not enough people seem to be making the leap in logic that
would make them radically improve their computing lifestyles.
I try not to dream up too many Apple ad campaigns; I'm not paid to
do it, and no one listens to my brilliance anyway. But here's a
thought for the marketing folks in Cupertino: How about an ad
campaign that subtly suggests that life would be a whole lot better
if they sprung for the whole Apple experience?
Ads are built on creating a want. They create the want by
inventing or emphasizing a gap between where you are now and where -
with the right clothes, car, and Swiffer duster - you could be. With
all the right things you could, of course, be sexy, desirable, rich,
smart, suave, and funny (with a Swiffer duster to boot!).
So where is the target switcher now? They have a great life with
iTunes for Windows and an iPod. But where could they be? They could
have that wonderful feeling of ease of use permeating their every
computing nook and cranny! Cue the ad, please: Your life with iTunes
and iPod is good, why not make it great with a new Mac?
And with this ad, they wouldn't even be accused of stretching
the truth a little.
After all, aren't all Mac users sexy, desirable, rich, smart,
suave, and funny (with Swiffer dusters next to their keyboards)?
Forget I asked.
Stephen Van
Esch is the founder and president of
the
E-learning Foundry, an online training
resource for Mac users. Steve loves the Mac and is doubly bilingual,
since he's also fluent in Windows and French.
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