Cheesy commercials aside, what’s the biggest difference between Microsoft and Apple?

Bueller?

Bueller?

Fine. I’ll take a stab at it

The biggest difference between Microsoft and Apple is how Apple has created a cult-like following.

Drive around your town for a while.

I bet it won’t take long to find someone rocking an Apple bumper sticker (or 10) on their car!

Do these people get paid to do this?

Nope.

Surely they most receive some type of compensation? Maybe a discount on future purposes?

Nope.

These people do this—they cruise around town providing free advertising—because they’re “Apple people.”

Their iPhones and iPads aren’t just shiny objects they waited in line to buy.

They cut to the core of their identity. They’re extensions of who they are.

Don’t know about you, but I’ve never seen a Microsoft bumper sticker. Maybe a “Microsoft sucks” sticker from a rabid Apple fanboy. That’s about it.

Microsoft’s business is profitable enough, but Apple would make Charles Manson proud.

People literally LINE UP for hours… just for the CHANCE to give Apple their money!

Think about that for a second…

What if your business could inspire even a fraction of that loyalty and fanaticism?

You can. You can make your business more charismatic.

You don’t even have to be a sociopath cult leader like Charles Manson to do it.

But you do have to know exactly whom you want to serve.

• What do they like?
• What do they hate?
• What do they stand for?
• What drives them to get out of bed in the morning?

Do you know the answers to these questions? If so, are you showing visitors you understand them in every piece of content you create?

Doing this (99% of your competitors aren’t) helps you cater to your target customers’ IDENTITIES.

That’s how you create rabid fans instead of lukewarm customers.