Introduction:
Have you ever felt fascinated by Apple’s copywriting style?
The copy of Apple is simple yet attractive and actionable.
When I was about to write content for a website, my manager and team suggested reading Apple’s copy. That’s how I got the idea to write a blog on this topic.
Okay, let’s delve into the secrets behind Apple’s distinctive writing style and tactics that make their copy so compelling. But it doesn’t stop there — I came up with a few actionable tips too…
Understanding the Importance of Intriguing Copywriting:
“A copy should be focused on your customers and not on your company.”
When it comes to building a brand, you always prioritize the website, logo, and design. But remember, it’s the copy that makes the brand recognizable and successful in the long run.
A good copy should excite the existing customers and grab the new lead’s attention, turning them into customers. When your CRO (Conversion Rate Optimization) increases, eventually your revenue gets higher and your business starts growing.
To make this happen, focus on just two things.
1) Work on “Attractive copy”.
2) Understand your “Target audience”.
Your copy = Your brand voice.
If people get attracted to your brand voice, then they will come again and again. Let’s understand it with the below example,
Ad copy 1: The Art of Fusion
Ad copy 2: Magic. At your fingertips.
Compare the two different ad copies of a wristwatch. Which one do you find more appealing?
I guess many of you have chosen “Ad copy 2”. Indeed it is particularly intriguing, simple, and actionable. (Note: Ad copy 2 is Apple’s iWatch copy.)
Hope you got it. This is how a great copy sells!
Now you might know, why many prefer writing like Apple as a great choice for mastering marketing.
10 Tips for Emulating Apple’s Copywriting Style:
Apple is popularly known for its copywriting style apart from its gadgets. Most of us will praise Apple, but only a few learn from its writing style.
Let’s get to know the copywriting techniques that emulate Apple’s style.
1. Clean Copy:
Apple is more focused on clear and concise copy. It grabs everyone’s attention in less than a second.
Example: iWatch – Smarter. Brighter. Mightier
2. Customer Focus:
As said earlier, your copy should be focused on your customer.
Words like “You” and “Your” are found 300+ times on the Apple’s website.
This approach taps into the psychology of consumer engagement as it creates a sense of connection and personalization.
3. Use Contradictions:
Contradicting words are catchy and unique. The below examples sum it up.
Example: iPad Air – Light. Bright. Full of might.
iPad mini chip– Small is the new powerful.
The key to effectively using contradictions is to create a lasting impact on your audience.
4. Highlights Solution:
When writing a copy, ensure to emphasize how your product or service solves a problem or enhances the customer’s experience.
Example: MacBook Air – “Thanks to its slim profile and all-day battery life, this Air moves at the speed of lightness.”
It encapsulates the idea that the MacBook Air can be carried easily anywhere and it also guarantees its battery life.
By focusing on the solution, this approach resonates strongly with consumers, as it speaks to the practical benefits.
5. Weave Engaging Stories:
Apple excels in telling compelling stories that create an emotional connection with the audience.
Example: Airpods Pro (2nd generation)
AirPods Pro ad doesn’t just list features but weaves a narrative around the product. It pictures how active noise cancellation transforms noisy situations like construction, honking horns, and loud conversations into moments of peace.
Always consider how you can narrate a story by highlighting its impact on the user’s lifestyle. People connect more deeply with stories, so use them to help readers visualise the real-world benefits of what you’re offering.
6. Captivating Calls to action:
Apple CTA’s creates a sense of urgency and engagement.
Example: “Transform your experience”.
This not only encourages immediate action but also frames the engagement as a transformative journey, making it more enticing for the audience to explore and adopt.
7. Use Bold Statements:
Bold statements highlight the unique features and benefits of the products.
Example: Airpods Max – A radically original composition
The above Apple copy claims a unique and groundbreaking design or arrangement that sets the headphones apart from others in the market.
Have bold statements in your copy that are notably different and innovative.
8. Describe Each Feature:
Apple describes the capabilities of its products to make them more attractive.
Example: Apple Pencil
It indicates “Wireless pairing and charging” and “Matte finish”. This paints a clear picture of the product’s design, making it more relatable and visually descriptive for the audience.
9. Clear Customer Doubts:
Apple addresses customer doubts by providing concrete and reassuring information.
Example: MacBook Air
MacBook Air highlights it is thin and fast, and can be used anywhere implying the feasibility of Apple usage.
10. Use Repeated Words:
Apple often incorporates repeated wordplay to make their copy more memorable.
Example: iPadOS 17, iPhone SE
This kind of wordplay adds a layer of creativity making it stand out in the minds of consumers.
Choose power words and repeat them in a way that one talks about the product and the other about the emotion.
Final Notes:
The purpose of this blog post is to “Why can’t we be an inspiration to others like Apple’s style of copywriting does”?
Always remember, that the art of copywriting mastery is an ongoing journey. So, go ahead, and let your words evoke emotion and inspire action. Your words should deliver simplicity, the impact of storytelling, and the magic of authenticity leaving a greater impression on your audience, just as Apple has done for decades.
“Anyone can be a writer but only those who know copywriting can sell a product.”
Do read my other blogs, here.