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How does Apple do it? Apple seduces with great design. It creates a big buzz for each product launch. And it has evangelists and raving fans. That's true. Of course. But its sales copy plays a key role, too. Apple copywriters know exactly how to sell with words. They know the copywriting tricks, techniques, and formulas to sell products. How does Apple’s sales copy captivate your attention? How does Apple fascinate, engage, and persuade you to buy a new iPhone or a new iPad? Even when your old one still works? Let’s have a look at 5 persuasive copywriting techniques Apple uses to turn doubters into buyer.
Citation preview
Writing P e r s u a s i v e
Techniques
Writing P e r s u a s i v e
Techniques
Written & illustrated by:
Henneke Duistermaat
As seen on:
Use the persuasive power of imagination
Use the persuasive power of imagination
Research suggests that holding a product increases your desire to own it. That’s why every car salesman wants you to test drive his car.
Source: Research by Joann Peck and Suzanne B. Shu. Click to learn more.
Research suggests that holding a product increases your desire to own it. That’s why every car salesman wants you to test drive his car. Imagining using your product or service is the next best thing.
Let’s look at an example … Apple could have written:
You can produce sidesplitting, adventure-filled movies on your iPhone 5.
Let’s look at an example … Apple could have written:
You can produce sidesplitting, adventure-filled movies on your iPhone 5.
So Apple copywriters applied the power of imagination:
Imagine sidesplitting, adventure-filled, must-see flicks produced by you and shot on iPhone 5.
So Apple copywriters applied the power of imagination:
Imagine sidesplitting, adventure-filled, must-see flicks produced by you and shot on iPhone 5.
Use the compelling power of the word because
Use the compelling power of the word because
Imagine trying to jump the queue at the copier…
Imagine trying to jump the queue at the copier…
without the word
“because”
60% lets you go ahead
However, with the word
“because”…
However, with the word
“because”… because I’m in a rush?
94% lets you go ahead
And even if your reason is nonsensical…
And even if your reason is nonsensical…
because I have to make some copies?
93% lets you go ahead
60% lets you go ahead
94% lets you go ahead
93% lets you go ahead
because I’m in a rush?
because I need to make some copies?
Summary
Apple could have written:
iPad apps are like no other. They look amazing and use every pixel of the beautiful display.
Apple could have written:
iPad apps are like no other. They look amazing and use every pixel of the beautiful display.
So they added a dash of persuasion:
iPad apps are like no other. Because they’re designed just for iPad, they look amazing and use every pixel of the beautiful display.
So they added a dash of persuasion:
iPad apps are like no other. Because they’re designed just for iPad, they look amazing and use every pixel of the beautiful display.
Appeal to the senses with sensory words
Appeal to the senses with sensory words
Source: Research by Emory University researcher Krish Sathian as quoted by Roger Dooley. Click to learn more.
Neuroscience shows that … “… words related to texture, for example, activate areas of the brain associated with touch – even when their usage has nothing to do with tactile sensations”
Neuroscience shows that … “… words related to texture, for example, activate areas of the brain associated with touch – even when their usage has nothing to do with tactile sensations”
And copy lighting up sensory areas of the brain “is likely to be more memorable and impactful.”
Source: Research by Emory University researcher Krish Sathian as quoted by Roger Dooley. Click to learn more.
Apple could have written:
iPad mini with Retina display is amazing to hold. And behold. Every photo is incredibly detailed, and every line of text is remarkably clear.
Apple could have written:
iPad mini with Retina display is amazing to hold. And behold. Every photo is incredibly detailed, and every line of text is remarkably clear.
So they added a couple of sensory words:
iPad mini with Retina display is amazing to hold. And behold. Every photo is incredibly detailed and vibrant, and every line of text is remarkably crisp and clear.
So they added a couple of sensory words:
iPad mini with Retina display is amazing to hold. And behold. Every photo is incredibly detailed and vibrant, and every line of text is remarkably crisp and clear.
Use the seductive power of mini-stories
Use the seductive power of mini-stories
Source: Why Stories Sell: Transportation Leads to Persuasion by Jeremy Dean. Click to learn more.
Stories sweep us up, transporting us to a different world.
Source: Why Stories Sell: Transportation Leads to Persuasion by Jeremy Dean. Click to learn more.
Stories sweep us up, transporting us to a different world. That’s when sales messages get in under the radar.
Apple could have written:
Apple tested the Apple EarPods during various cardio workouts to ensure the EarPods provide strong protection from sweat, and remain stable in the ear.
Apple could have written:
Apple tested the Apple EarPods during various cardio workouts to ensure the EarPods provide strong protection from sweat, and remain stable in the ear.
So the Apple copywriters wrote a mini-story: Apple engineers asked more than 600 people to test over 100 iterations of the Apple EarPods. Testers ran on treadmills in extreme heat and extreme cold. They performed various cardio workouts. They were even asked to shake their heads side to side, up and down. The result: Apple EarPods provide stronger protection from sweat and water, and they’re remarkably stable in the ear.
So the Apple copywriters wrote a mini-story: Apple engineers asked more than 600 people to test over 100 iterations of the Apple EarPods. Testers ran on treadmills in extreme heat and extreme cold. They performed various cardio workouts. They were even asked to shake their heads side to side, up and down. The result: Apple EarPods provide stronger protection from sweat and water, and they’re remarkably stable in the ear.
Compose memorable sound bites
Compose memorable sound bites
1. source: Sounds True to Me in: Psychology Today. Click to learn more.
Rhyme doesn’t just sound smooth, research suggests rhyme makes statements more believable.1
1. source: Sounds True to Me in: Psychology Today. Click to learn more.
Rhyme doesn’t just sound smooth, research suggests rhyme makes statements more believable.1
And repetition provides a pleasurable rhythm like a “form of mesmerism.”2
2. source: How Rhythm Enchants the Brain by Maria Popova. Click to learn more.
Apple could have written:
The display is not just bigger, it’s also better.
Apple could have written:
The display is not just bigger, it’s also better.
So they added repetition :
Not just a bigger display. A better display.
So they added repetition :
Not just a bigger display. A better display.
Looking for more writing tips?
So you can win more clients?
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014
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Hen
nek
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uis
term
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t
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Snackable Writing
Course
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014
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Hen
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