A rule in marketing is you must connect your marketing
message to the people who will want what you have to sell and who can afford
your product or service.
You must know the position you want to occupy and develop
your marketing message accordingly.
This became clear to me when I wrote online articles for a
property management company in the San Gabriel Valley and they serviced the
mid-market range. They offered rental units for a mid-range price. The
buildings were older yet maintained well and professionally managed.
Tim Cook, CEO of Apple, knows this truth. A recent article
in Businessweek focused on the lower priced smartphones flooding the world
market. This would cut into Apple's business and ruin the future for the
iPhone, iPad, and related Apple products.
The article quoted Cook and said he wasn't worried.
“There’s always a large junk part of the market,” he says.
“We’re not in the junk business.” The upper end of the industry justifies its
higher prices with greater value. “There’s a segment of the market that really
wants a product that does a lot for them, and I want to compete like crazy for
those customers,” he says. “I’m not going to lose sleep over that other market,
because it’s just not who we are. Fortunately, both of these markets are so
big, and there’s so many people that care and want a great experience from
their phone or their tablet, that Apple can have a really good business.”
Click here to read the Bloomberg article on Apple.
Click here on my copywriting site, LA Content andCopywriting, for a fair market price and high value on copy for websites,
social media posts, and online marketing needs.
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