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Best Marketing Strategies used by Apple, Microsoft, Google & Walmart I have always wondered on
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this question that, How a company becomes the preferred option in the minds of their
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consumers? That s what we are going to talk about today. Hi! My name is Aziz and I am
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the founder of Days to Domination. Days to Domination is a blog where I discuss how successful
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companies use, what elements are so common within them, that we can use in our business
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to take our business to the level that they enjoy. Today, I am going to discuss with you
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4 principles that are used by top companies to become the preferred option in their marketplace.
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First Principle - The Power of Less The first principle is The Power of Less . Have you
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ever wondered why Google is at the level that they are now? Think about that! Google s number
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one competitor is Yahoo. How many clicks or how many buttons are on Yahoo.com and how
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many buttons are on Google.com. Google applied this principle the power of less, to their
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website. They eliminated every other opportunity. They eliminated Google Weather, Google Docs,
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Google Email or Google Maps, I don t remember how many other options they have, but they
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eliminated every other option from their website and only focused on one thing the Search Bar.
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They leveraged their power. The unique element that Google had was their search algorithm
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and they focused their power on the search. So when a person went to Google, the only
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and the most prominent thing that they saw on Google was a search bar, and Google leveraged
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the unique asset that they had, to become the top player in the whole world. Did you
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know that Apple was 90 days from Bankruptcy when Steve Jobs came in and took the position
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as the CEO? When Stave Jobs came in, he eliminated a lot of departments that Apple was focused
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on and he focused on some key products, that he thought in his mind, are going to take
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Apple out of bankruptcy and make it a company that it is today. Steve eliminated all the
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departments that he thought were non-profitable or not contributing towards the success of
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Apple. He focused on projects like iPod and later iPhone, to take Apple from the company
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it was near bankruptcy, and make it the company it is today. Apple did not stop there. If
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you go to Apple.com today, you see a huge advertisement or a huge link on their feature
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product - Right now it is iPhone 4. If you go there, you are going to see advertisements
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and features about iPhone 4. On the top, you are going to see the navigation which is really
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clean and on the bottom you will see other information, but that is not really highlighted,
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because they want to focus the majority of their attention, promotions and target on
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iPhone 4 now. When I used to work in the computer store, I saw that in the Apple department
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there were only 5 laptops and in PC department, there were like 50 laptops. The conversion
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rate in the Apple department was much higher than that of PC department, because people
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would walk in the PC department and they would see all these computers and get confuse as
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to which PC is right for them. They would get a lot of information that they had processed.
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But in Apple department there were only a few choices, people were able to absorb the
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information and make a buying decision much faster. I am going to give you another example,
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how the power of less worked for a watch company. There was a company who hired a marketing
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firm to do some advertisement on their wrist watches. The marketer said that we are going
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to market one watch at a time, but the owner said, No! No! No! I want to market all my
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watches , so he said, OK! If you insist we are going to do a split test . What they did
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was that they ran one ad with one wrist watch, and on the other ad consisted of like 7 watches.
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The results were that the ad which consisted only one watch outsold all the watches sold
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combined from the other ad. It means that the sum of all the watches sold combined was
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less than the ad that had only one watch. Second Principle - Slightly-Better Syndrome
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The 2nd principle that I am going to share with you is the Slightly-Better Syndrome . This
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principle was introduced to me by Marshall, who is a guru at AdWords or Google Ads. He
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used this principle to explain that if you ad is slightly better than your competition,
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then you can dominate the market. What he meant by that was, let s say that your ad
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was slightly better than your competition, there are going to be more people clicking
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on your ad and you are going to enjoy more people coming to your website and you are
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going to enjoy lesser cost-per-click, so you are winning in all situations. But I believe
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that this principle works in a broader sense. I was reading a blog on fourhourworkweek.com
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and there was a blog about 2 Opera singers. The famous one was Pavarotti, who got so famous
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and so popular that he had wealth like 200-400 Million dollars. Now another singer whose
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name is Flores is as good as Pavarotti, but he is not as rich as Pavarotti was. Now why
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is that? That is because Pavarotti was slightly better than Flores and this is the reason
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that he accumulated so much more wealth than Flores did. What s the reason behind this?
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Let s say that you are a consumer and you are going to buy a car. There are two cars
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equally priced, equally everything but one is slightly better than the other. May be
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the tires or the grip on the tires are slightly better, or let s say that the color is a little
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bit more shinning, you are of course going to buy the car that is slightly better. Although
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it does not even matter to you, but you are still going to buy the car that is slightly
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better. But you are just one consumer. Think about million and billions of other consumers
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altogether. They are all going to prefer the car that is slightly better. It does not matter
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if it is a car, or a singer or a Google Ad, or it is Google or Yahoo. Think about Google
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and Yahoo They are similar search engines but Google was slightly better (or may be
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a little better) than Yahoo in searching websites and producing results that the users wanted.
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And look at the results. Google is a far better company and a far powerful company than Yahoo
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is. Currently 60% of all searches are done through Google. So you see how you can become
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the leader in your marketplace by being slightly better than your competition, whether it be
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Google or a singer or a phone or a car, it does not matter. Third Principle - Zero-Risk
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Free Entry The 3rd principle that I am going to share with you is the compelling Zero-Risk
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Free Entry . What I mean is that you must offer your customers some compelling zero-risk
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free entry into your funnel, so that they can experience how awesome and how cool you
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are, and then you can offer them to but your products or services. Let me give you some
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really good examples. Let s talk about Gmail.com. Have you ever wondered why they introduced
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Gmail.com? First of all, Gmail.com was slightly better than its competitors like Yahoo and
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Hotmail at that time, when they were introduced. Gmail.com offered 1 Gig of space in their
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Gmail account and at that time MSN was charging for that service and Yahoo was not even offering
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that. Google was offering that awesome service to everybody for free. Why? Because they wanted
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to create a database of respective customers that they can future market to. Have you ever
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thought about that? How cool an idea is that? They offered a free Gmail account and people
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associate with their accounts, address, phone numbers or email addresses far more than any
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other thing. They offered that email address for free so that they can have that customer
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in the database and they can make that customer loyal to Google, because they have a Gmail
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account now. s see what Apple did. Apple introduced their iTunes and they were offering a song
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for $1. Do you think that they were making a lot of money from iTunes? No! They were
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not making any money; in fact they were losing money, because they were breaking even or
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a kind of losing money in their service. By doing that, they became the leader of the
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whole music Online Purchase industry. And think about it that Apple had their iPod,
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which was the leading MP3 player at that time. iPod helped iTunes and iTunes helped iPod
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and they helped each other to grow their shares in their respective industries. And think
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about it that both Gmail.com and iTunes.com grew virally, because they were offering such
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an awesome service, they were slightly better than their competition and it was a compelling
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offer and a free entry and they became viral. I have got that service and I got so impressed
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by their service that I was offering and inviting other people to use the same service. Right?
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I know you might not have the budget to make a whole Gmail.com or iTunes.com, but what
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you can do is offer some kind of free entry to your customers to enjoy the services that
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you offer. s say that you can introduce a free trial or else you can give them some
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education to educate your prospects more about your products and services, so that they get
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experience how it is like to be a customer of yours. You can offer a free booklet, video
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or an MP3 interview. Fourth Principle - The Power of Vision Now the 4th principle that
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I am going to share with you is The power of vision . Bill Gates had the vision that
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he wanted personal computers on every desk. I think that he is pretty successful with
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his vision. Now think about it 40 years ago when Microsoft started, people could not even
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think about having a computer on their desk. So Bill Gates sold a lot of computers and
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he sold computers that people were not even thinking like, Oh no! I don t want that thing.
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I don t want a computer on my desk. At the moment, you might be selling cell phones.
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When you go to a person who does not have a cell phone and say, Hey! I am going to offer
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you a cell phone ; he might say, Ya! I really need a cell phone and I am going to buy it.
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But then, 40 years ago, you might go to a person and say, Hey! I want to sell you a
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computer. Are you going to buy it? and he says, No! I don t need that computer. I don
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t want that computer . Bill Gates was able to make billions of dollars to make himself
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the richest man on Earth, by selling something that people DID NOT want at that time. How
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powerful was his vision at that time to make that happen? What about Sam Walton? He had
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a vision that he wanted a big store, that would have cheap items and it is going to
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be affordable with bigger aisles and more diverse items. Back then, when he had that
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vision, it was almost impossible to make that happen, but he had a vision so strong that
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pulled him towards the achievement of that goal. Now you might say that no, I am not
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Sam or I am not Bill Gates, but think about it. When Bill started, he was just a young
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kid; When Sam started, he was just an employee in JC Penny but they had a vision so strong
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that it was inevitable for both of them to achieve that goal. I really hope that you
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like this information and you are going to join me at DaystoDomination.com, where I am
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going to have some more videos and some more posts about how we can take our business to
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the next level, using online marketing and some other nitty-gritty cool stuff. |l\l\l\l\l\lL\LlL
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