Thread by @Bibliosophy_

With the #AppleEvent yesterday, I wondered how Apple has a genius marketing strategy.

I researched more and now I understand how they are worth 2.45T USD.

Here's a thread on how to write like Apple🧵

Do you read it as Light. Years ahead or Light years ahead?

When you talk about Apple, I bet their iPhones, Macs, and Keynotes would come to your mind.

Yes, all the above are Apple’s genius works.

But there is one more thing that people should consider as a work of art, their copywriting.

1. Harness the power of repetition

Apple likes to reuse a word in the same sentence to emphasize a feature they want people to remember.

Pro cameras. Pro display. Pro performance.

2. Surprise readers with contradictions

Many times you will notice Apple making statements with adjectives that oppose one another and wordplays.

They are trying to impress while making a strong statement.

3. Be playful, never dull

As the company matures, Apple keeps a youthful persona.

And consistently takes it to the next level.

4. Make it rhyme.

Rhyme is beautiful, and it makes essential points stand out and easy to remember.

Apple knew that. We all knew that.

5. KISSES (Keep it short, simple, and effortless)

People tend to lose concentration after eight seconds.

Thus, Apple uses headlines to present one big idea and then uses sub-headlines to go into detail from the most significant benefit to the minor one.

6. Write one sentence with two meanings

Kill two birds with one shot.

Apple often writes one sentence that can deliver two intertwined messages.

"Elevate your work. And rotate it, too."

With Pro display XDR and Pro Stand, the screen can be elevated and rotated, which can help the users to create great work, hence elevate your work.

7. Combine more than one technique.

Apple doesn’t stay limited to using only one technique to make sure their reader gets the message. And the goosebumps.

Fast forward to 2020, Apple promoted the new generation iPad Air versatility with contradictions and repetitions.

And for AirTag, a tracking device, they repeat the same word, only with different tenses, to make a contradiction.

8. Quote popular culture

Apple loves to pull puns using well-known quotes or sentences to highlight their product features.

This brings delight to the reader while making the message easier to stick.

9. Give power to the user

Power words are used to trigger a psychological response.

It is called “power words” because it has the power to influence people.

Apple uses power words to help users picture themselves with the product, making the copy more seductive.

10. Highlight the solution

Apple presents products as a solution to a problem.

Highlighting the solution helps consumers find the answer they need — fast.

BONUS: 11. With translation, some aspects tend to get lost. Apple manages to translate effectively.

TL;DR how to write like Apple

1. Harness the power of repetition
2. Surprise readers with contradictions
3. Be playful, never dull
4. Make it rhyme
5. Keep it short, simple, effortless (KISSES)

6. Write one sentence with two meanings
7. Combine more than one technique
8. Quote popular culture
9. Give power to the user
10. Highlight solutions
11. Translate gracefully

Retweet the first tweet to help some benefit from Apple's stategy

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