Welcome to my new weekly blog series, Steal This. Each week I’ll highlight a marketing activity that a company is using and suggest ways that you can model it and make it work for you. Last week’s topic was – Amazon Recommendations.

Today’s topic is: Sell the Emotion like Apple

Apple does not market features. They don’t waste your time telling you how many gigabytes of data your iPhone can store, how much the iPad weighs, how long the battery lasts without a charge on your Macbook.

Apple sells you on the way it feels to own Apple products. Their commercials feature “real” people using Apple products in everyday life. They are accompanied by fun songs and an emotional voiceover telling you how amazing their products are because of all the daily activities they impact. They market the emotion associated with owning their products. And they do it better than most, if not all, other companies out there.

So how can you steal it?

Maybe you don’t have Apple’s advertising budget  (over $1 Billion in 2012) or name recognition, but you do have the ability to “Think Different” about your marketing.

Start over. Think first about the people that you serve. How do you make their lives better? How do you make people feel?

Using that as a starting point, craft marketing messages that express and show the true joy or relief that people feel when they do business with you. Use images of people that your customers can relate to. Use headlines to express emotion and values. Incorporate testimonials that support the emotions you give your customers.

Once you start selling the outcome rather than the product itself, your brand will become more than just the sum of its products. It will take on a life of its own.

As always, tell me what you think of this week’s idea and suggest other marketing programs to “Steal” in the comments below.