One of the things I like most about Apple.com is its subtlety. The times when you are out there minding your own business and end up stumbling across something that’s more than the sum of its parts.

Apple.com’s buyer communities are a great example.

Lessons Learned

  1. Apple.com has merged classic call to action with communities to draw prospects to “buyer” communities chock full of the right questions and answers.
  2. Apple’s moments of brilliance lie in how it (1) uses each community as a call to action element and (2) integrates the community into its marketing voice.
  3. Teams pursuing this powerful paradigm should be prepared to encounter the normal range of naysayers and party poopers – but there are three compelling reasons why this is a win/win for marketing, sales, and your prospects. Bottom line: this should be on your 2013-14 dance card.

Face it. Most prospects would rather have a root canal than talk to your sales force. It’s not that they aren’t nice guys. It’s just that nobody wants to get the bite from someone with a vested interest who is on commission.

And then there’s the aggravation factor. You know, all of those salespeople who don’t really know their products (much less your business) and try to make it up as they go.

Ugh. It’s no wonder most of us do our own homework perusing third party opinions before hitting that dreaded “contact me” or “sales chat” button.

It’s also why Apple.com’s community-based “call to action” strategy is a moment of brilliance that you — your marketing and sales bosses — and your prospects are sure to love.

“Come into my web”, said the spider to the fly

To see how and why this works, let’s start our journey on Apple.com’s iPad store page. Then I’ll share the 3 reasons why you need to add this to your dance card for 2014.

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