How to Attract Your Ideal Customer with Perfectly Positioned Content

“Hello, I’m a Mac.”
“And I’m a PC.”
You remember Apple’s “Get a Mac” series of commercials that ran from May 2006 to October 2009?
The commercials were short vignettes featuring John Hodgman as the sweet-yet-bumbling PC and Justin Long as the creative, hip Mac.
Those 66 short spots were named the best advertising campaign of the previous decade by Adweek.
The success of the long-running campaign leads one to believe that Apple certainly knows who its ideal customer is. Of course they do … because they chose their ideal customer, right from the birth of the Macintosh itself.
That doesn’t mean that everyone responded favorably to the ads. While researching for this article, I ran across a commenter who maintained that the campaign had “backfired” because the PC character had actually been more appealing to him.
No, the campaign didn’t backfire (no one runs a series of ads for three years if they’re not working). Instead, Apple chose who not to attract as much as they chose who they hoped to convert.
Apple knew they were never going to get hardcore PC people to switch to a Mac. Instead, Apple used these 66 humorous little stories to target those who were more likely to “swing” toward Apple, after being educated about the benefits by the contrast between the two characters.
Sounds like really great content marketing to me. In fact, given the nature and duration of the Get a Mac campaign, it resembled serial online video marketing more than traditional

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