The marketing secrets that Apple and Tesla always use.

How you can apply them to your own business.

Hello welcome to episode of the week. Today we talk about The Diary Of A CEO podcast, where Steven Bartlett interviews Rory Sutherland, the author of Alchemy and a senior advertising executive. In this episode, you will learn about the marketing secrets that Apple and Tesla always use, and how you can apply them to your own business.

Here are some of the key takeaways from the episode:

- Marketing is not just about logic and rationality, but also about psychology and emotion. Rory Sutherland explains how Apple and Tesla use alchemy, or the art of creating something out of nothing, to create a loyal fan base and a strong brand identity. He gives examples of how they use storytelling, design, scarcity, exclusivity, and social proof to influence people's perceptions and behaviour.

- Rory Sutherland also shares his insights on how to test and experiment with different ideas, how to avoid the pitfalls of data and optimization, how to embrace uncertainty and serendipity, and how to use humour and surprise to stand out from the crowd. He also talks about the importance of understanding human nature and the hidden motivations behind people's choices.

- Rory Sutherland advises entrepreneurs to be curious, creative, and courageous, and to challenge the conventional wisdom and assumptions that limit their potential. He encourages them to look for the magic in the mundane and to find the hidden opportunities that others miss.

How can I apply these marketing secrets to my business?

There is no definitive answer to how you can apply these marketing secrets to your business, as it depends on your product, your target market, your goals, and your resources. However, here are some general tips that might help you:

- Think about what makes your product or service unique, valuable, and desirable. What problem does it solve, what benefit does it provide, what emotion does it evoke? How can you communicate that in a clear, compelling, and memorable way?

- Think about who your ideal customer is, what they want, what they need, what they fear, what they aspire to. How can you appeal to their psychology and emotion, not just their logic and rationality? How can you make them feel special, understood, and appreciated?

- Think about how you can create a story around your product or service, one that resonates with your audience and reflects your brand identity. How can you use storytelling techniques such as contrast, conflict, surprise, humour, and suspense to capture their attention and interest?

- Think about how you can use design elements such as colour, shape, font, logo, packaging, and layout to enhance your message and create a distinctive visual identity. How can you use design principles such as simplicity, harmony, balance, and contrast to make your product or service stand out from the crowd?

- Think about how you can use scarcity and exclusivity to create a sense of urgency and desire for your product or service. How can you limit the availability or access to your product or service, either by time, quantity, location, or criteria? How can you make your product or service seem rare, valuable, and coveted?

- Think about how you can use social proof to increase the credibility and popularity of your product or service. How can you leverage the testimonials, reviews, ratings, endorsements, referrals, or recommendations of your existing or potential customers? How can you showcase the number of users, followers, subscribers, views, likes, shares, or comments that your product or service has generated?

- Think about how you can test and experiment with different ideas and approaches to see what works best for your product or service. How can you use data and feedback to measure the effectiveness of your marketing efforts? How can you avoid the pitfalls of over-optimization and confirmation bias? How can you embrace uncertainty and serendipity as sources of inspiration and innovation?

If you want to watch the full episode, you can watch it here -

I hope you enjoyed this newsletter and found it useful. If you have any feedback or questions, please let me know.