You probably recall Apple’s “I’m a Mac, I’m a PC” ads a few years back featuring a nerd (PC) and a cool guy (Mac) telling us why their platform is superior.
Apple captured a lot of market share with this campaign, so why don’t they do anything like it today?
A video, “Why Apple doesn’t talk about competitors” explains why Apple no longer talks about why they are better than the competition. They don’t even acknowledge the existence of competition.
Ads for Apple’s flagship iPhone don’t compare the iPhone to Android phones, for example, because on specs and price, Android usually comes out better. So Apple positions itself as “number one,” talks about their “magical” products, and markets to their loyal fan base.
Apple’s ads simply compare this year’s model with last year’s model. The new model is faster or has a better camera than the previous generation.
“They don’t want you to think, ‘Which phone should I buy?'” the video explains, “they want you to think, ‘Which iPhone should I buy?”
Okay, what can we learn from this?
Should you compare your legal services with those offered by other lawyers? Should you compete on specs?
If you are the big dog in your niche, like Apple, no. What’s to be gained by a feature-by-feature comparison? All you will do is force your smaller competition to point out where they are superior.
If you aren’t the big dog, you have to do what Android does: demonstrate why you offer a better product. You need to give clients reasons to choose you instead of the competition.
How are you better? Faster? Different?
But you’re not selling a product like a computer or a phone that can be taken apart, examined and benchmarked. So, if you’re not “the best,” don’t fret.
Most people won’t hire you based on how you spec out. Most people will hire you because they know, like, and trust you (or someone who referred them to you).
And they don’t care whether you use a Mac or a PC.
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