As at the time of Jesus’ death, even after walking the length and breadth of Israel for 3 and a half years, he mostly had just a small core following – 11 disciples and a few friends here and there, like Lazarus, and his sisters.
Even the affluent ones like Nicodemus and Joseph of Arimathea were low key.
So, how did one of the greatest group explosions occur?
How did the early Christians get up to 3,000 & 5,000 people to join them at once on two different days?
What Made It Work?
How did they carry out one of the greatest marketing strategies the world has ever known and yet hasn’t been able to figure out?
Mind you, I’m not about to say anything spiritual.
I just want to explain in marketing terms how a small business can be grown using the early Christian church growth strategy.
1. Minimum Viable Audience
According to Seth Godin, here’s how it works: “If you can find an audience of people who, if they were to care about you, if they were to embrace you, if they were to dance with you, it would be sufficient to propel you to the next step, begin there. And if what you make and share with them is amazing, they will tell the others.”
In the creator economy, it is said you need just 1,000 core fans to earn and sustain a living.
1,000 core fans that can go to war for you.
1,000 core fans that can buy everything you put out.
Jesus needed just 11.
This also ties in with the next point.
2. Word Of Mouth Marketing
“In the name of Jesus, Amen.”
Probably the most powerful and most spoken 6 words in the history of religion and mankind.
After the death of Jesus, his disciples preached and carried out works in his name.
Note that last part – in his name.
There is nothing as powerful as someone recommending your product or service to someone else who hasn’t met you or knows you. Or hasn’t used your stuff.
Or even if they’ve heard of you before, a recommendation further lends more credibility to your product/service offering.
Imagine people who had already heard of the eccentric preacher but never met him? Then going out and hearing people preach in his name.
Even get beaten, dragged and ridiculed for his name.
You need people to talk about the awesomeness of your products. That’s why Apple is regarded as a cult.
3. Be Different
Jesus was eccentric. He spoke truth to power. He dined with tax collectors and politicians. He talked the scriptures flawlessly. He was friends with sinners. He walked around with a ragtag band of loyal followers.
But in all of this, he was different.
The Bible says a couple of times “they’d never seen anyone or heard anyone speak like this man.”
You can be a white or black or brown cow and nobody will notice you. But imagine being a purple cow.
Your prospect sees a lot of people trying to sell the same thing you’re trying to sell to them, so why should they listen to you?
Why should they give you their time?
Because they think you’re worth it because you’re different.
I tell my students this all the time that first people will ignore you, then they laugh at you, then they fight you, then they ask you how you do it, then they become fans of your work and then you win.
But you have to prove it first.
That’s why proof is important. It’s your biggest weapon against doubters and naysayers.
It’s how you turn them into fans.
Jesus’ disciples were mostly laymen with no formal education or scriptural training.
Some were fishermen.
One was a zealot or protester.
Others were almost obscure people.
But that’s one thing that worked in their favour – you could relate with them.
This is something that your customers need – they want to be able to relate with either you the product or service creator, or the product or service you’re offering.
Think about Eminem. Think about Coca-Cola.
Is your brand relatable?
Remember these were laymen with little or no formal education or scriptural training.
But one thing marketing has proven time and over again is that when you believe in your product, it shows in how you talk about it.
The Bible says, “they spoke with authority and power.”
How much conviction do you speak with when describing your product?
Do you talk about your craft with passion?
How knowledgeable are you about your audience and product?
If someone stops you in the middle of nowhere, can you have a conversation with them about your business without needing any help or guides?
How much value are you giving away? Free stuff? Discounts? Quality Help?
This was what the disciples did with their miracles and acts of kindness.
And it further proves that people don’t necessarily care about you.
But they care about what you can do for them.
This is the root of human relationships.
It’s how you build bridges – by giving something away.
And the law of reciprocity always works for generous people and businesses – as long as you ensure it doesn’t hurt your business.
Your customers will give you something back.
I hope this helps you.
PS: You should also follow me on www.twitter.com/ucheokorolive where I tweet things I’d naturally not say here.
Around the 0:45 mark where the referee says, “Do you want me to come and have a look to sell it? I think I better. Because the players are expecting it.”
That phrase “to sell it” in this context simply means convincing the other team it’s a goal.
So, if you needed any confirmation that virtually every transaction or social interaction between people is an act of buying and selling, then this is it.
And why is it so?
It’s because, at every point, you’re trying to prove something (value) to who you are with, whether deliberately or not.
You’re working hard trying to prove to your parents, peers, family and yourself you are not a failure.
You’re trying to prove to the woman you’re trying to be with how much of a great guy you are, and how much fun and happiness she’d get from being with you.
You’re trying to prove to your employer you’re a great fit for the job, or you can at least improve. Proving this ensures you get a raise or you retain your job.
Your high follower count on Twitter proves your tweets are valuable (even if this is debatable), so people get to follow you easily.
Now see the reaction of the captain of the opposing team after the referee checks VAR and gives his verdict.
He accepts it without much debate.
But the referee had to use the VAR screen to demonstrate that authority.
Just like how women sexually respond to dominant men, men with some authority or men they see as capable of leading them.
“Women are attracted to the professor and not the junior lecturer. Women are attracted to the doctor and not the lab tech. Women are attracted to the quarterback and not the kicker. Women are attracted to the CEO and not the pizza delivery guy. Women are attracted to the leading man and not the comic relief.” – Athol Kay
You can see the response to authority, but since we are not talking about women today, let’s not digress. Focus!
In this case, the referee is the leader and everything he says is the law.
But there’s a catch.
If his body language demonstrates any kind of doubt, the players will react negatively to him. He’s likely going to end up disrespected and his actions questioned.
Just like a certain country whose President has been criticized for his body language and the result has been increasing insecurity.
So, to dispel any notion of a doubt, he consults the VAR screen and uses it as a tool to demonstrate his authority and final decision.
Why am I using this video to explain this?
It’s because your prospect has doubts in their hearts already.
They are insecure. They are sceptical. They are afraid. So, how do you reverse all that?
Do you make them see your offer as a Ponzi scheme, a scam, a network marketing or MLM biz or a genuine offer that is guaranteed to change their lives? An offer anyone in their right mind would not refuse.
This is why it’s important to avoid instances where you stutter, can’t defend your words, or where your authority can be called into question and you can’t back it up.
But how do you do this?
Understand your audience.
Understand your product.
Understand your competition.
What does your audience see you as? How do you position yourself? How do you position your product?
Are you just another snake oil salesman? Or a genuine person who wants to help them with a genuine solution to their problems?
In one of Ronald Nzimora’s emails about the Sidney Sheldon-Jose Iturbi love triangle, he said, “There’s an advantage at being first, being unique, having something others don’t have, you can employ it and using it in the right positioning makes it easy to beat the competition.“
That’s how you win.
If you’re interested in increasing your sales and conversions, attract more customers, improve your sales and marketing knowledge, then click on the link below.
I knew Toyin Omotoso from when I attended Akin Alabi’s YECO event while serving in Ibadan in early 2019.
Started following him, Ronald Nzimora, Biola Kazeem and most of the people who spoke at YECO. Turned on notifications too.
But it wasn’t until late 2019 when he put out this tweet talking about learning Spanish did I get to finally interact with him.
I started with teaching him Spanish 2hrs a day 2 or 3x a week, but by sheer divine providence he took it upon himself to teach me copywriting, sales, advertising and the entire marketing caboodle.
In 2020, I ended up becoming his protege, became the in-house copywriter and Digital Content Manager for 7Star Support Systems Nigeria, and collaborated on several projects too.
All this might not sound like much to most of you but going from teaching Spanish for 2k/hour to working with one of the greatest marketing minds in the whole of Africa, and still making money off of it for me is something you only get to see in movies.
It’s been a crazy ride this past 1 year but below are the 19 things I learned from working with @toyinomotoso in 2020.
1. Everything Is For Sale.
Pet rocks. Sparkling water. Small e-books with all kinds of information. Waist trainers. Diet plans. Exercise routines. People will buy anything, as long as it’s important to them and they can afford it.
That little piece of knowledge you have that seems common to you could be the difference between poverty and massive wealth for you. Someone somewhere needs it. And they’ll pay you for it if you can make it available to them.
2. The Offer Is King.
“I’ll make him an offer he cannot refuse.” – Don Vito Corleone (The Godfather)
Lots of salesman and marketers talk about different tactics and strategies for making a sale, but nothing beats an irresistible offer.
Your customers want to believe your product or service is the best offer (or at least the second-best) they are getting from the market.
Your irresistible offer is how you get the customer and also how you crush your competition.
3. There’s A Marketing Angle In Almost Every Story, It’s Your Job To Find It.
Everything has become an opportunity for me to learn since I started working in marketing over the last year. Books, movies, conversations, experiences etc.
These days I’ve learned to find a marketing angle even in the most mundane stories. This helps with creating powerful leads and story arcs.
People also love it when you share a story with them about an experience they can relate to.
4. Principles Are Everything.
To achieve anything worthwhile in any endeavour, it’s important to understand the principles and roots first.
Those principles form the foundation and everything is built on them. Which is why as a salesman, it’s important to always have it at the back of your mind that even if everything changes, human nature never does.
Human nature is what drives every emotion, which drives every single sale and purchase. You’re making a mistake if you don’t pay attention to how people behave.
a. Focus on what’s important and ignore every other thing. There are all distractions towards your end goal.
Instead of doing 20 low-quality things, how about you just focus on 2 and make them the highest quality possible?
b. Focus on your strengths, outsource every other thing if you can afford it. This will free up time and energy for you to focus on what’s important. If you can’t afford it, then keep working till you can.
c. Most people are lazy and distracted today. You can become a god in your chosen field if you just ‘outfocus’ them.
Has someone ever told you you’re easy to talk to?
Well, the truth is you might not even be easy to talk to in the actual sense, but once people notice you listen to them, they believe you’re easy to talk to.
Plus, you pick up more from listening than from talking. People naturally open up to you when they know you’re willing to listen to them talk about their problems. Sometimes, they don’t even want a solution or an answer to their problem, they just want to vent. Most people eventually figure it out themselves.
Listening is also how you become a better copywriter and salesman. You learn about your prospect’s problems by listening and paying attention.
7. Just Do It.
Start first. Make mistakes. Correct them. Keep going. Learn along the way. You never what it’s going to be like until you take risks.
I think I should do this more 😁
8. Stay Curious: You Start Dying The Day You Stop Learning.
Your job as a copywriter/salesman means you have to keep learning till the day you die. You are required to know about a lot of things and how they work.
That’s how you create winning ads. That’s how you create better presentations. That’s how you create powerful leads. That’s how you get better clients. That’s how you do great work.
Read books. Research different topics. Watch instructional videos. Listen to podcasts. Try new things and new experiences. Always be looking to learn something new every day.
9. Quality Over Quantity, But Quantity Begets Quality.
Every day in this digital marketing world, we hear a story about someone who has made hundreds of millions of dollars from putting together an incredible offer. But nobody asks how many times they had to try or how many different things they had to do or how many projects they failed at or how many duds they had put out before or how many years it took them to get to that level.
The truth is to get to the level where you consistently put out quality work, you might have to put out a lot of mediocre work at the beginning. But consistently improving on them and getting better is how you eventually win. Which leads me to the next lesson.
10. Practice, Practice, Practice.
Ask Ronaldo, Ask Kobe Bryant, Ask Michael Jordan. Consistency is how you win. Which is why you have to keep practising every day.
11. Just One Good Offer + One Good Sales Copy Can Change Your Life.
“Just one good sales letter is what will change your life as a copywriter. It changed my life. It changed Ronald’s life. It changed Akin Alabi’s life.” – Toyin Omotoso
12. Garbage In, Garbage Out/What You Sow, You Reap.
What you consume is what you give out. Consume quality and you give out quality. Consume garbage and you give out the garbage.
13. There’s Money Everywhere.
But first, you need to understand the difference between you and the guy who has money is value. And then when you do, add value too. That’s how you make money.
14. Attention Is Scarce But Money Is Plenty.
People will pay through their nose for what they are interested in, but first, you need to find out what is this thing they are interested in and then figure out how to get their attention.
If you can get their attention, manage to hold their interest and then give them an irresistible offer, they’ll chase you down with their wallets open.
15. Strive For More.
Toyin Omotoso once sent out an email where he said he gave himself a target to be one of the best guys doing marketing in Nigeria when he first started. Years later, he feels he should have set his goals higher. I’ve never forgotten. This has stuck with me ever since.
16. Research Is Everything.
Know your market. Know your product. Know your competition. But you can only know all this through research.
Everything required to sell depends on excellent research and it’s on you to do it.
17. The Road To Success/Greatness Is Long, But A Mentor Takes You There In Twice The Time And Probably Half The Effort.
There are a lot of great people on here and in real life I see as mentors and learn from. Some of them I’ve never met physically and will never meet. But that’s not a barrier because the Internet has made it easier to access their knowledge through their books, articles, posts, and materials they put out.
Which is why it’s important to study for the masters or anyone who has succeeded in something you’re interested in.
There’s a reason why they succeeded. If you are humble enough to learn from their experiences and implement, someday you might become a master too.
18. Invest In Yourself.
People get to a certain level, make some good money or get some fame and decide to relax, but Toyin Omotoso has spent around N2million (that I’m aware of) between January and now on new materials just to continually upgrade himself.
If someone at that level keeps adding to themselves, then who am I to stay stagnant?
He once told me the reason why I give you all these books is that I know you’ll read them. That’s my inspiration.
19. Positioning Is Everything.
Everything about your approach to life changes the day you discover this.
There’s a reason why someone would see you and think you’re too cheap and not want to work with you or buy what you’re selling because they think it’s not worth it.
Positioning affects your relationships, your product and service offerings, how people see you and even how they regard you.
People like Toyin Omotoso entirely changed the game for young people.
Aside from opening our eyes to how enormously profitable the sales and marketing industry is, you have to think about the different roads he’s helped pave: Consulting, Advertising, Media Buying, Affiliate Marketing, E-Commerce, Persuasion, Personal Development etc.
I mean, you look at young copywriting geniuses like Andy Mukolo or affiliate marketing mavericks like Bruno Nwogu, or kings like Emmanuel Adiotu & Yusuf Adedeji crushing it in E-Commerce and how much he’s influenced them and then you’d understand.
Lupe Fiasco once said, “Hip-Hop saved me.” Well, Toyin Omotoso saved my life.
So, thank you for the opportunity to drink from your fountain of unending knowledge and learning at your feet. Thank you for everything, Baba mi. Every day I feel like I won the lottery.
And here’s to many more years, Maestro’s Maestro. 🥂
Also, I think I was lucky enough to be in this position. Many people reading this would wish they could. But not to worry, you too can learn from the master himself when you click on the link below 👇🏿
There are five stages of awareness in your prospective customer’s mind which determines whether or not they buy what you’re selling to them.
In order not to waste your time, money and effort, it’s important to know these stages before trying to convince them to buy what you sell.
1. Completely Unaware.
2. Problem Aware.
3. Solution Aware.
4. Product Aware.
5. Most Aware.
• Completely Unaware
At this stage, the prospect has no idea how your product can help them, but it’s even worse because he/she doesn’t even know this problem exists.
So, how do you help someone who doesn’t even know they have a problem?
This is why this stage is the hardest because you’re dealing with cold traffic who aside from being unaware might not know you also. So, you have to educate them first, then convince second and then sell to them by proving the usefulness of your solution.
Imagine selling sanitary pads to a 10-year-old who hasn’t even hit puberty yet, talk more about having a menstrual cycle. They know nothing yet.
The only reason they might even know anything about menstruation is if they have older siblings or female relatives who teach them about it or they’ve been exposed to external sources of information like friends, neighbours, schoolmates, social media or Integrated Science class.
Can you see it still boils down to education first?
This is how the Devil was able to convince Eve in the Garden of Eden.
He had to tell her about a problem, then tell her the solution and then convince her to try it out.
The blow at this stage is your prospect might never be your customer. Probably because you no longer sell sanitary pads by the time she’s mature enough to use them.
So, as a sanitary pad salesman, you can only teach her enough to be able to understand, and then hope she buys your brand of sanitary pads when she’s old enough. That is if you’re still in business.
But if you’re able to convert your prospects in this stage to customers, then this is the most profitable stage of all.
And why is because when you educate someone and then sell to them, you make them a customer for life. That is unless you or your competition fucks it up.
Because asides from educating them, you also sow in them the seeds of brand loyalty.
Which is why this is usually the starting point of the customer’s lifetime value (ie their age, how long they’ll keep buying from you and how much you can make from them over that time).
Your prospect is aware of their problem, but they don’t know there’s a solution out there.
You become their messiah by showing them a solution.
Take a typical poor village girl in a deeply rural community who uses rags to stem her blood flow during her cycle.
She knows about her cycle and the time of the month, but does she know there’s a better, cleaner and more hygienic option out there than dealing with the messiness the rags cause her every month?
This part has to deal more with convincing and a bit of education. Although the only education you do here is how your product works and how it solves their problems.
Your prospect in this instance knows they have a problem and there are solutions out there.
But either they don’t have access to these solutions because they don’t know what products can give them the solutions they want or they can’t afford it or it isn’t accessible to them.
Here, your job is easy because you just have to sell a solution to someone who is in dire need of it.
The only resistance you might have here is pricing (if you’re serving a market without lots of money). And this isn’t easy to overcome because even if people are willing to pay through their nose for something important to them, not being able to afford it becomes a major barrier.
Think of health care and how many people are just one chronic ailment away from financial devastation.
The poor guy who knows he should go to the hospital, but opts for over the counter drugs or self-medication because going to the hospital would be more expensive.
Another issue here would be accessibility and distribution.
Think of Mo Ibrahim’s Celtel and how they built a wireless cellphone market in Africa (a post for another day).
If someone knows they have a problem, they know there’s a solution and they can’t have access to it, then there’s going to be a huge loss of money, time, effort and manpower. Even intangibles like self-esteem come into play here.
Your second job is to get the solution (which is your product) to them by any means necessary.
Here, your prospect knows their problems, knows there’s a solution, knows there’s a product or products that offers the solution. But there’s a problem.
They don’t know if this product is the right fit for them.
Your biggest job here is convincing them on why your product is the best option for them or at least the second-best option in their current situation.
• Most Aware
Here, your prospect is sophisticated.
They know about their problems, they know about the solution and the products on the market that can solve their problems.
They even know the differences between these products – price range, hierarchy (what’s better), the different options, cheaper alternatives and all.
They’ve probably used some of these products already and are disillusioned with the results they got or are lowkey looking for something better. Or even if they aren’t particularly looking, they might be swayed if something better comes along.
Here, what drives the sale is the OFFER.
How do you make them an offer they can’t refuse?
How do you make them an offer that speaks to their specific needs?
How do you make them an offer that appeals to their sentiments or the depth of their pockets?
This is where you have to dig into your inner Don Corleone to close the deal.
It’s important to know the different stages of awareness before sitting down to write a sales copy or crafting a marketing campaign so you don’t waste your time and money on duds.
Spent the better part of last night and this morning binge-watching Lupin and it’s clear two things are paramount when it comes to persuading people:
Whether engineered or framed (I advise you not to lie though), people are constantly searching for what to believe in. Despite how much they might deny it even. And that’s despite how low trust is nowadays.
This is why religion, politics and relationships sit on top of the conversation every day.
People want to believe in a god, a messiah, a leader, a Moses who’d take them out of Egypt, a Joshua who’d take them into the promised land, a product or service which alleviates their suffering, helps them save money, or puts money in their pockets, a person who says they’ll love them unconditionally whether sun or rain (Lori iro 😁).
As a persuader, proof is your bridge over muddied waters.
Waters muddied by low-quality copywriters, direct response marketers who don’t know their scruples, liars and scumbags littered all across the Internet.
Proof is your bridge from obscurity and poverty to crazy money.
Proof is why I almost stole $497 from my mother’s handbag to buy David Deutsch’s course this morning.
Proof is everything.
So, as a wise man told me once, “show, don’t tell.”
2. Speak Their Language.
You see Assane Diop glide effortlessly through conversations with different people (Fabienne Beriot, Claire, Raoul etc.) because of his ability to speak ‘their language’.
Not languages as per dialects, no! But language as per needs, emotions, wants and desires.
When you understand people at the base level, it’s easy to ‘manipulate’ them. It’s easy to convince them. It’s easy to persuade them. It’s easy to sell to them.
Speaking their language helps you create irresistible offers they can’t refuse. Because you know who they are, what they want, what rattles them, what pushes their needles, what they need, even if they lie to your face they don’t.
Hello, Don Corleone 😁
Also, don’t forget to adapt.
This ties in together with speaking people’s languages too.
A 25-year-old and a 50-year-old don’t want the same thing. Neither does a married couple and a perennial bachelor want the same thing either.
When you can adapt to people and situations, it’s easier to speak their language.
I’m sorry this post started with why you shouldn’t watch Lupin and then goes on to make you want to watch it. But that’s the truth. The world doesn’t need more manipulators like you 😁
It’s one thing to be one of the greatest scientists ever and devise the theory of relativity changing humanity’s understanding of space and time, but regularly dropping gems about life that can easily be related to advertising and copywriting puts Albert Einstein on another plane entirely.
The following quotes are exactly why I think Albert Einstein would have been a great copywriter/advertiser.
1. On Why Nothing Taught About Advertising In School Works In Real Life.
“Education is what remains after one has forgotten what one has learned in school.”
2. On The Importance Of Value.
“Strive not to become a man of success, but rather try to become a man of value.”
3. On The Importance of Research.
“If I had an hour to solve a problem, I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.”
“The only thing that you absolutely have to know, is the location of the library.”
“Imagination is the highest form of research.”
“It’s not that I’m so smart, it’s just that I stay with problems longer.”
4. On Curiosity& Constant Learning.
“I have no special talent. I am only passionately curious.”
“Life is like riding a bicycle. to keep your balance, you must keep moving.”
“Learn from yesterday, live for today. Hope for tomorrow. The important thing is not to stop questioning.”
5. On Why It’s Important You Find A Way To EnjoyWhat You Do.
“Creativity is intelligence having fun.”
6. On Humility.
“The more I learn, the more I realize how much I don’t know.“
“We still do not know one-thousandth of one percent of what nature has revealed to us.”
7. On Inspiration
“I think 99 times and find nothing. I stop thinking, swim in silence, and the truth comes to me”
8. On (Human) Nature
“Look deep into nature, and then you will understand everything better.”
9. On Failure & Persistence.
“Failure is success in progress.”
“Adversity introduces a man to himself.”
10. On Simplicity.
“If you can’t explain it simply, you don’t understand it well enough.”
“If you can’t explain it to a 6-year-old, you don’t understand it yourself.”
“Out of clutter, find simplicity. From discord, find harmony. In the middle of difficulty lies opportunity.”
11. On Risk Taking
“A ship is always safe at shore but that is not what it’s built for.”
12. On Understanding Your Craft
“Any fool can know. The point is to understand.”
I might as well call this The Albert Einstein Guide For Writing Excellent Copy That Converts 😁
In 2007, after spending an estimated $150 million developing the iPhone in secret, Steve Jobs was concerned about how to market it.
Steve Jobs knew that just creating a great product was one thing, but promotion and distribution were also key. This was why he had always been very bullish on advertising because he understood just how powerful it was.
He also understood how much publicity paid advertising could give a product. But he knew the best kind of advertising was always word of mouth.
So, what to do?
As a student of psychology, he’d spent his time continually studying people and their actions.
By doing so, he’d come to understand the importance of having people standing in long lines scrambling to get your products. Those long lines communicated three things:
1. Scarcity & Social Proof
People are hardwired to want the things they can’t have.
Just like how women are attracted to men who other women are attracted to, people are intrigued by something or someone in high demand.
A long line of people waiting for something or someone indicates one thing – VALUE.
The question people not on the line would ask themselves is “why is everyone gathering to get it?” And “if everyone is on that line, then why am I not on it?”
The media would see those long lines and write articles and stories about it. News channels would send their reporters to cover it. People would see their friends and family members on TV standing in those lines. And then they’d eventually come out to join them too because what the heck? Lol
Strong publicity would eventually lead to strong promotion as everyone starts talking about it.
Even your competitors who would jump on this to try to make fun of you would end up spreading the gospel of your business unconsciously. And we all know what they say about publicity, whether good or bad.
This is a bit of an urban legend, but rumours are that before the first iPhone went on sale on June 29, 2007, Steve Jobs would go ahead and hire scores of people to stand in strategic positions on the lines in front of Apple stores.
Thousands of people were pictured lining up outside Apple and AT&T retail stores days before the launch date.
The iPhone was released and was a massive success.
Apple sold one million units 74 days after its release. Many stores reported stock shortages within an hour of availability.
Apple would go on to sell 6.1 million units before they discontinued its production the following year.
But this was not going to be the last time Apple would use the power of long lines to sell their products.
Before releasing the iPad 2, Apple knew they needed long lines – even longer than those who queued for the original iPad.
So, what to do?
Apple deliberately masterminded those long lines by refusing to allow pre-orders.
Not allowing pre-orders meant one thing – people would rush out to get them.
And the result?
In its first month, the iPad 2 sold 2.4–2.6 million units, and an estimated 11.12 million units by the third quarter of 2011.
Steve Jobs might have started it, but nowadays some die-hard Apple customers even go ahead and hire others and pay them to hold their place in Apple store lines.