I Heard They Hate Puppies (My Apple iPad Post)

January 27th, 2010 | by LaSean Smith

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So there it is. The Apple iPad is out and we can start speculating about something else. As a marketer, the most fascinating thing I found around the iPad hype cycle was the user comments on tech blogs. From the initial press it does look like the general consensus is that the iPad is underwhelming. However, I’m not sure what could have lived up to that hype train. More interesting is that most of these people ranting on the tech blogs weren’t going to buy this thing anyway – whatever it turned out to be. Period. A common conversation has gone something like this.

• knucklehead: First!
• gadgetboy: The apple ipad rockzzzz!
• gpl1989: Too bad it doesn’t have 3G.
• gadgetboy: it does have 3g
• gpl1989: Yeah, but too bad it only works on AT&T’s crappy network. Massive FAIL!
• gadgetboy: it comes unlocked
• gpl1989: Too bad it doesn’t have dual cameras, thinner bezel, regular SIM card, run Flash, multi-task, have a removable battery, faster processor, do HDMI out, run OSX/Ubuntu/Win7, fly to Mars and cost $99.
• gadgetboy: huh? how could they make $$$ doing that?
• gpl1989: They could if those corporate suits weren’t so greedy!
• knucklehead: At least it won’t RROD like the Xbox.
• gadgetboy: well, i’m still going to get one
• gpl1989: Go ahead and buy one if you can live with that on your conscience.
• gadgetboy: huh?
• gpl1989: Yeah, I heard they hate puppies!

What? Exactly. That guy was never a potential customer. He’s full of excuses and just came to talk. He’s not even the “just looking” person in a retail store. This guy convinced himself that he doesn’t need your product and his ego isn’t going to let you change that. That’s fine. We just need to a better job at ignoring him in the first place. This is one of the skills that digital marketers are going to need. Who should they ignore? Who should they double down on? The answer is a moving target, but critical for those on a quest to increase profitability and keep the right customers happy. And oh, I personally don’t hate puppies. Cats on the other hand…

The Bottom Line: Many times people look for a reason not to buy your product. Ignore them if they’re not worth the trouble.