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The brilliant marketing lesson behind the Apple Watch

When Apple first announced Apple Watches, I thought they were a hideous and unnecessary product.


Why do I need a watch that tells me everything my phone does?


Y’know, it reminds me of walking into an Alltel store with my mom as a lad. She gawked at the stupidity of a camera phone… until she bought one and fell in love a few months later.


So it is with the Apple Watch.


When I finally purchased one, I remember thinking, “Ohhhh, I get it now.”


And since it has many of the same functions as a phone, it actually decreased my screen time.


Anyway…


Apple Watch has mastered the “consumption marketing” factor I drone on about.


Here’s why:


Apple “gamified” the consumption of their Watches, disguised under fitness goals.


If you have an Apple Watch, you know what I’m talking about.


For everyone else?


Here’s the brilliance behind Apple Watches:


Every day, you have 3 rings to close.


There’s an exercise ring — and you close it when you exercise for 30 minutes in a given day.


There’s a move ring — and you close it when you burn X amount of calories per day. You can set your own calorie goal with this one.


And there’s a standing ring — and you close it when you stand for at least 1 minute per hour. You need to do this at least 12 times in a given day to close it.


When you close all 3 rings, your Watch celebrates with you. They let your Apple Watch friends know you seized your day. And you can even challenge and compete against your friends.


Here’s why I called this “gamifying” the consumption of their Watches, disguised under fitness goals:


Let’s look at the stand goal in particular.


Yes, standing is important. Some experts even say that sitting all day errrday is worse than smoking a pack of cowboy killers.


But… the stand goal just ensures that you wear your Apple Watch all day — and that you feel guilty when you don’t.


If they really cared about fitness, they’d swap out the stand goal for a 10,000 steps per day goal.


But then you wouldn’t feel like you had to wear your Watch for 12 hours every day.


Apple Watch mastered consumption of their product (even though their Watches aren’t as appealing as a designer watch).


How can you do this with your business?


I can’t answer this for you. You’ll have to think deeply about it.


But if you figure it out?


Your empire will run on the same “lifeblood” as Apple’s.


Onto bidness:


If you need help sending emails like this one which put your revenue generation game on "easy mode," book a discovery call with me here.


If you have a proven offer and a list, we’ll make sure we’re a good fit, and then get to work.


And the only regret you’ll have 3, 6, or 12 months from now is why you didn’t grab a time sooner.


John


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