Marketing Examined - 🔍 16 Tips To Write Copy Like Apple

Happy Friday, friend!

I'm a day late. I'm sorry. I'm finalizing my move and am catching up on everything.

In this week's edition, I'm breaking down how to write copy like Apple.

Someone on my team thought I either had superpowers or woke up at 5 am to crunch client numbers.

Nope - I use Triple Whale...

It's a powerful analytics platform built to pinpoint your ad spend across networks accurately.

Its robust app helps you visualize your campaign performance, so you can run smarter, faster, and more effective ad spends in real-time.

Because better decisions lead to better returns.

Which makes you look like a genius.

Want to ride the wave and take Triple Wale for a spin?

Tap here and use promo code ALEXROCKS for 15% off

Each Apple headline focuses on one idea.

And draws all attention and awareness to it.

The more ideas you try to sell, the more a consumer doesn’t know what’s important.

Apple follows two rules to write for scanners:

• Big headlines to showcase one idea
• Use the inverted pyramid for paragraphs (biggest benefit to smallest)

Apple makes their copy effortless to read.

They use short paragraphs.

Short sentences.

And simple words.

Which makes it easier to read.

And easier to understand.

Sleep tracking is a feature.

They present it as a solution to a problem.

Trying to build a consistent sleep schedule?

Or hit your sleep goals?

The Apple Watch helps.

Analogies help connect something complicated with something known while fueling the imagination.

Anticipate consumer's objections.

And address them one by one.

Ensure taking action is the right decision.

Compare to show what the consumer could have.

But don’t have yet.

And why it’s better.

This makes for an easy upsell.

Power words like “You” and “Your” make your copy feel like they’re talking directly to the consumer.

Making it feel like a one of one conversation.

One headline.

Two ideas.

Three words familiar to the consumer.

Repeat to emphasize what’s important.

And why it’s important.

Contrast to complement.

The easier it is to read, the easier it is to memorize.

Write what can easily be quoted.

And hard to forget.

The best way to stand out is to be what you can’t replicate — yourself.

Show it.

One word sentences that tell you what while holding weight.

“The most basic way to get someone’s attention is this: Break a pattern.” – Chip and Dan Heath

Consumers prefer what’s easier to process.

This fluidity makes an idea memorable.