How You Say It Matters

Thanks to +Christopher Penn¬†for pointing me to this terrific post by +Rex Hammock. If you do marketing, or communicate on behalf of a brand, read Rex’s comparison of the introductory press releases for the Apple iPad and the just-announced Microsoft Surface.

The Apple iPad press release compared with the Microsoft Surface press release | Rex Hammock’s
How a company describes its new products reveals their understanding of the marketplace they serve.

For a number of reasons, I’d like to see Microsoft succeed with Surface. However, it does boggle the mind how the age old mantra of “customer benefits” can get trumped by the need to trumpet “the brand.”

Rex does a great job here of explaining just how and why Apple is more successful in this comparison. In short – they focus on the customer, not the company.

3 Replies to “How You Say It Matters”

  1. Thanks for the shout out. Like you, I want Microsoft to succeed with such a product — even though I doubt I'll ever give up my Apple-addiction. Competition is good.

  2. Microsoft has always run with tech specs. It's the only way they know. Users aren't their target audience…buyers are. While Apple certainly targets buyers, they aim to enable users and that's reflected in both their products and their PR (or BS, if you like).

  3. "Users aren't their target audience…buyers are." — Even as a B2B press release, this fails. And for the same reasons — Microsoft wasted the opportunity to begin the process of describing a context to a revolutionary device using language that would convey to the enterprise buyer that they are about to get everything they've ever hoped for. But, alas, they sell the machine as if it's just another commodity that will compete w/ whatever Dell and HP and whomever may come out with more of the same. Buyers are, well, customers, too.

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