There are Ads and there are Apple’s
Chukwudi Onyekwere
Direct Response Copywriter| I help brands sell with super-compelling emails, landers, and ad scripts
“Soon there will be 2 kinds of people. Those who use computers, and those who use Apples.” – Apple
Who doesn’t recognize this clever and innovative tech brand?
Of course, Apple is filled with tech experts and no one can argue their top position in the creation of sleek?devices with “awe-mazing” features and benefits to their customers.
But my emphasis isn’t on their unique and exquisite tech creations.
It’s on their marketing style.
It will be remiss of any copywriter to see such fascinating ads without giving it its due appreciation.
In fact, they should be archived, studied and re-engineered into copies you churn out.
You see, the problem with newbie copywriters is that they want to reinvent the wheel.
No dear. The wheel spun just fine before you got here.
The spokes? Well, it needs no changing as well. It simply needs a rider skilled enough to lead it down the conversion road.
Do that, and the wheel will work for you.
Understand the dynamics and examples of those that have earned a name in the copywriting world, and you are well on your way to improvement.
Truth be told, I’d very much like to know the personalities behind Apple’s wondrous copywriting masterpieces.
Good Lord! They don’t just steal your attention. They make it worth your time, and of course, your money.?
Indeed, the Apple brand earned the slogan, “think different.”
Why? You won’t ask that when you’ve reached the last line of this piece.
Here are some of the compelling ads of this great tech company.
A PERFECT RENDERING OF INFO
Looking at this ad, a prospect will already be informed of the benefits of the iPadOS 14. ?So much information. So few words.
Not just features, but benefits.
Now that is one skill every copywriter must have- Relaying ample information while being brief.
That ad gives out the “big idea” at a single glance. And that glance becomes an extended read because of its promising benefits and unique creativity.
Attention gotten, interest aroused, selling underway. Capisce?
However, I’m not saying you shouldn’t relay your product’s or service’s benefits enough when writing copy.
Saying you don’t have to add more words than necessary.
Present your words in the most succinct and brief way possible. Oh, and you can throw in some creativity to make it somewhat lighthearted.
BOLD AND CONFIDENT STATEMENTS
Confidence in marketing is quite important. As much as Apple delivers on the promises and benefits of their ad copies, they still retain their confidence in stating it.
They establish their originality from their headline. Look at that headline on the ad above. “Your next computer is not a computer.”
That steals the right attention, and depicts the Apple brand as being overly confident in what their products can do for their customers.
“It’s so fast most PC laptops can’t catch up”
“It has pro cameras that can transform reality.”
领英推荐
These reasons show why it isn’t a “computer.” You get the idea right?
Of course you do.
While writing copy, be sure your tone is as confident.
MAKING IT ALL ABOUT “YOU”
There’s something unique about this ad. Like…
It creates a strong curiosity to finish the entire ad copy.
But afterwards, it moves to the amazing health benefits that Apple has included in this exquisite time piece.
Who won’t want to have a watch that not only tells time and perfectly adorns the wrist but:
You see, the iWatch 6 is an amazing product, but the emphasis is on what it can do for the customer, not how great the Apple brand is.
Your customers deserve to be the center of interest when writing your copy. They are the beloved and you, the lover.
SOUND BITES MAKE GOOD HEADLINES TOO
Sound bites are a brief expressions meant to thrill and capture the attention of readers or an audience.
They are usually witty and they are mostly used in academic conversations and TV commercials. However, that doesn’t mean they can’t fit in as great marketing elements.
The expression, “small chip, giant leaps” briefly shows the miniaturized nature of the M1 CPU chip while reaffirming its great technological advancement simultaneously.
And who won’t want a smaller device that is even more efficient than a big one?
You know what’s good? The amazing benefits that are included in Apple’s products aren’t sacrificed for its sleekness.
Apple’s ad copies tell how they’ve managed to “miniaturize” and “advance” at the same time. And they do it with the best of words.
FINAL THOUGHTS
Still asking why Apple earned its slogan? I don’t think so. They have salesmen who are thoroughly lettered in using words to make prospects see the Apple brand one way- Different.
Thus, sales are on REPEAT.
Check out top brands and study their ad copies. For the ones that catch your attention, archive, study, re-engineer, and use them to practice writing copy.
I’ve given you Apple. There are many others.
Leverage what has worked, and struggle less when writing words that sell. ?
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