Beautiful people know they are beautiful.

Smart people know they are smart.

Rich people know they are rich.

You don’t need to tell them.

If you speak about surface qualities, your words are superficial.

If you speak about inner qualities, your words are deep.

Flattery is an attempt at superficial bonding. It is the pickup line of a creep in a bar, hitting on a pretty girl. Creeps talk to women about the ‘features and benefits’ they see on the surface of the woman, and then they describe their own ‘features and benefits.’

I am talking to you about advertising.

Transactional ads describe something that is outside your current possession. Transactional ads are written to entice you to buy a product. Their offer of features and benefits is basically this: “Give me what I want, and I’ll give you what you want.”

We settle for sex when we cannot find love.

Most ads focus on ‘features and benefits’ because most marketing is created by morons.

The woman in the bar is your customer. She is standing alone on a tiny island surrounded by an ocean of ‘features and benefits’, but it is an ocean only a few inches deep.

What do you think would happen if you offered her what she really wants? What do you think would happen if your only goal was to rescue her forever from that tiny island?

Relational ads speak to values and beliefs deep in your customer’s heart. Relational marketing is about meeting your customer’s needs today, tomorrow, and forever.

Transactional marketing is about satisfying the need of the hour.

Relational marketing is about satisfying the needs of a lifetime.

“But,” you say, “product marketing isn’t about a relationship. It is about the features and benefits of the product.”

Apple was the first company in the world to achieve a trillion-dollar valuation. Did Steve Jobs build that brand on transactional ads that described the features and benefits of Apple products? Apple-solutely not!

In 1985, when Steve Jobs was fired from the company he had founded, a moron took over the marketing at Apple and immediately began talking about ‘features and benefits’. Those superficial ads plunged Apple into obscurity and brought the company to the brink of bankruptcy.

When Steve Jobs came back to rescue Apple, he made a 7-minute speech to his team. (Indy Beagle has a video of that speech for you in today’s rabbit hole.)

Steve begins that speech with these words:

“To me, marketing is about values. This is a very complicated world. It’s a very noisy world, and we’re not going to get a chance to get people to remember much about us, no company is. And so we have to be really clear on what we want ’em to know about us.”

Four minutes later, he finishes with this:

“The things that Apple believed in at its core are the same things that Apple really stands for today. And so we wanted to find a way to communicate this. And what we have is something that I am very moved by. It honors those people who have changed the world. Some of them are living, some of them are not. But the ones that aren’t, as you’ll see, you know, that if they ever used a computer, it would’ve been a Mac. The theme of the campaign is Think Different. It’s the people honoring the people who think different and who move this world forward. And it is what we are about. It touches the soul of this company. So I’m going to go ahead and roll it, and I hope that you feel the same way about it I do.”

“Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes, the ones who see things differently. They’re not fond of rules and they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them, but the only...