Shot #49: Learn COPYWRITING from APPLE

Hi, this is Luv.

Here’s your weekly marketing shot.

(Shoutout to Akshat Patel for writing this thread. You can connect with him on Twitter:@akshat799. He writes about marketing, human nature and philosophy)

Let’s begin.

Apple's website is nothing short of a CRASH COURSE in COPYWRITING. They recently introduced a page called - "WHY MAC".

Let’s find out what we can learn from it.

1. Repetitive use of words -

Research has confirmed that using words repetitively and using rhyming words helps create a lasting impression on the customer's mind. Here - Apple's use of "Incredible" checks the box and also explains two different functionalities.

2. Use of Short Sentences - 

A short introductory paragraph of what MAC is capable of (Easy, Powerful & comes with Apps) and what YOU can do with it (Work, Play, Create). All of it using sentences that have 20 words or less.

3. No complicated specs -

Instead of bogging down the user with specs such as CPU, RAM, graphics card, etc, Apple tells you which apps work seamlessly on the Mac - "Microsoft 365 and Adobe Creative Cloud" in accordance to its primary TA (Executives/Creatives).

4. Cross-Promotion of their own products -

When you scroll lower into the website, it targets people who already own another Apple Device and brings in the benefits of using Mac with them. Thus, not shying away from getting the user to invest more in its own eco-system.

5. A carefully placed CTA - 

After providing the user with all the benefits, it doesn't tell you which Mac to buy but subtly places importance on which will be "Right" for you, thus emphasizing the fact that not all customers are the same but, they have something for everyone.

6. No mention of Competitors -

Not mentioning competitors is a conscious decision choice here -

• They want the user to know what they can do with the Mac

• They can do whatever they want & Mac will handle it Thus, creating an impression that Mac has NO competition.

7. Use of catchy HEADLINES - 

Apple knows that most of us just scan/skim through the websites and it has to catch our attention at multiple stages. It uses great but short headlines in bold to entice the customer to stop and read further, thus inviting them to invest more time.

That’s all, folks!

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Thanks,

LuvCo-founder ExperienceSaga.com

(About Me)