Sean D'Souza: Apple shows the way to tempt buyers

Last year, Apple released a product. "This product is doomed to fail", said many experts. After all, the type of product had been introduced time and time again, and never succeeded. That product was a tablet device, which we now know as an iPad.

Yet the iPad sold three million devices in under 80 days, and almost 15 million by the end of the year.

Fair enough. But Apple is Apple. How can you create the same intensity when you're just starting up a business or launching a product or service?

The key lies in creating credibility. No one wants to work with some dopey product or service. They want someone who knows what they're doing. And yet when you're starting a new project or new business, you're not sure how to project that feeling of confidence that will in turn create credibility.

Credibility really depends on three solid pillars:

* Pillar No 1: Portfolio

* Pillar No 2: Information

* Pillar No 3: Rules

You know the portfolio part, don't you? If you're going to sell anything, you need to be able to show and tell. And not be wimpy about your show and tell.

Apple is among the biggest, best-known brands in the world. Yet look at the trouble they take to describe their products in extreme detail.

They're fanatical about their show and tell. And there's a reason why.

When you show your portfolio, I need to feel your confidence. Sales is nothing but a transfer of confidence from one person to another. And when you explain minute details of a product/service, then I'm enthusiastic about it.

But heck, what do most people do? They feel shy. Their mama told them not to boast. So they get all coy and restrict the details to just a few lines.

Bad move. When you go into detail, and often minute detail, you make the prospect salivate. They want to have the same experience, so they read until they've read enough. Then they get in touch with you.

But portfolio isn't always enough. Information is panting heavily behind.

So why is information so critical? Well, let's not forget you're a bit green behind the ears. And you may not have a track record or portfolio to show off. In which case, information - articles, video or audio - counts a heck of a lot.

When a prospective client heads to your website, they're checking you out in great detail. Of course they're only going to take a peek, but two hours later they're stuck.

The information on your site is so darned compelling they've lost track of time and are oohing and ahhing over your insights.

These don't need to be original insights. In fact, it's incredibly hard to write anything terribly original. But what's captivating the prospective client is your tone and your perceptiveness. And hey, let's not forget your enthusiasm.

Don't believe me - take a tour of the Apple site.

And see how they have tons of very useful information. And online seminars and training. When you empower the customer, they feel an uncontrollable urge to track you down so you can solve their problem.

When they do get in touch, you'll need some rules. Why? Rules are simply another show of confidence. Beginners bend over like crazy; when you're launching something new, you're keen to do whatever you can, as long as you get the job - no matter what the conditions.

And yet conditions matter. You need to get paid. You need to do business on your terms. Because if you don't, you're just scrambling all over the place trying to please everyone.

Having conditions not only shows the prospective client you're a professional, but also radiates a sunburst of confidence.

Apple makes these rules all the time.

The iPad will fail, they said. You can't have a device without a camera, they said. It won't fit into your pocket, they said. Apple did what they thought was important anyway. They made their own rules. And they succeed wildly.

The cynics will scoff, of course. They'll tell you products and services fail for a ton of reasons. And they're not wrong. But you have no time for cynics. You need all the time you have to get your portfolio, your information and your rules going.

That way you can have the last laugh. Just as Apple does every day.

Sean D'Souza is chief executive of Psychotactics and an international author and trainer. To read more articles by Sean DSouza - and get a report on Why Headlines Fail.