Ozempic For Your Business

Steve Jobs is often held up as a marketing genius

He helped Apple grow by communicating differently to other tech companies

While they tried to communicate RAM, memory and other data nobody understood

Jobs tried to help people feel what Apple’s products would give them

A famous example being ‘1000 songs in your pocket’ for the iPod.

But another example he used was arguably just as powerful.

He told people that he was aiming to create ‘the bicycle for the mind’

This was how he was selling the personal computer.

The genius behind this is that you’re taking something that your market already know.

Because they can picture a bicycle, and understand what makes that efficient

The computer isn’t a fast brain - it’s a tool that multiplies the brain you have.

They can then transfer that efficiency image to the product, and see that it’s a great investment for them

Without needing to know anything about gigabytes.

On the David Senra podcast, comms expert Lulu Cheng Meservey referenced this example and provided an updated version that she’s used with a company

They had previously described their product in vagueries

‘We take a system that ingests the data, and then finds the inefficiencies and identifies…’

I won’t continue, as you’ve stopped reading

Instead?

She replaced it with ‘Ozempic for your business’

Suddenly - the buyer is clear on what it does - it makes their business lean, removes anything they deem unnecessary

Think about how you position your coaching

Is there a line or two that you use to explain what you do, where a metaphor would work?