Curious how a company with a $2+ trillion market-cap writes persuasive copy?

Here are 13 ways Apple persuades readers with its copywriting 🧵
1. Focus on one idea

Each Apple headline focuses on one idea.

It draws all attention and awareness to that benefit.

By keeping the focus on one idea, Apple is able to communicate its message effectively.
2. Write for scanners

76% of website goers are scanners.

Apple follows three rules when writing for this:

- Big headlines to showcase one idea
- Use sub-headlines to entice scanners to read
- Use the inverted pyramid for paragraphs (biggest benefit to smallest)
3. But also for readers

The majority of visitors will be scanners. But write for the readers too.

Apple makes reading their copy effortless.

They use short paragraphs. Short sentences. And simple words.
4. Short and broken sentences

Many times you’ll notice Apple starting sentences with “and” or “but.”

Sure, it’s not traditional. But, it’s easier to read. Easier to understand. And makes digging through sales copy a breeze.

Their goal is to get visitors to keep reading.
5. Address problems

Apple presents its features as solutions to your problem.

For example, iPhones' new night mode is a feature.

They present it as a solution to a problem.

Terrible shots at night?

Now you can shoot “portraits that come out at night.”
6. Share the details

Apple shows out too.

Most of their copy is simple and easy to understand.

But when they get into the nitty-gritty, they’re trying to impress you.

Breaking down the technical details solidifies them as an expert.

It builds confidence in their products.
And is convincing.

Even if you don’t know wtf an “A14 Bionic Chip” is.
7. Use analogies

Analogies help connects something complicated with something known.

When you’re presented with something complicated to explain — present the reader with an analogy to make it easy to understand.

Here’s how Apple did it:
8. Adress objections

Anticipate consumer's objections.

And one by one, address them.

This will reassure buyers that they’re making the right decision.

iPhone users complain about breaking their screen.

Apple presents its new screen with “tougher than any smartphone glass.”
9. Compare to upsell

Anytime Apple releases a new product, they compare it to the previous one.

Why?

Apple users tend to want the next best thing.

By constantly comparing the features and upgrades, they make a case for the new product being better.

This makes an easy upsell.
10. Use power words

Power words like “you, your, imagine, new” are used frequently throughout their sales copy.

Power words help the consumer picture themself with the product.

Apple used the words “you” and “your” 110 times in their copy for the iPhone 5.
11. Rhyme

Apple’s copy work is an art.

In many ways Apple’s copy is poetic.

They use rhymes to make their copy smooth.

Plus, it makes copy very easy to remember.
12. Alliteration

Alliteration is the repeat of initial consonants.

It’s another form of rhyme sometimes called head rhyme.

Apple uses it to address important points.

For ex:

“A display that’s not just smaller. It’s smarter.”
13. Repetition

Apple re-uses a word in the same sentence to add an emphasis.

Again, the repetition illustrates an emphasis of “X”

For example:

"And because it’s so easy to use, it’s easy to love."

Here's another:
Would this help you?

- marketing breakdowns
- copywriting tips
- how-tos
- campaign dissection

If so, follow @alexgarcia_atx :)

Because I'm writing a thread for 16 days straight covering everything marketing.
It's also a daily newsletter that I send to 4200+ marketers. (over 50% of them open it daily)

Join them 👇

bit.ly/3flYp6b
TL;DR

1. Focus on one idea
2. Write for scanners
3. But also write for readers
4. Short and broken sentences
5. Adress the problems
6. Share the details
7. Use analogies
8. Adress objections
9. Compare to upsell
10. Use power words
11. Rhyme
12. Alliteration
13. Repetition

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More from @alexgarcia_atx

28 Apr
Chipotle reported a 133.9% growth in digital sales in Q1.

On top of that, Chiptole only spends 3.3% of its revenue on marketing.

This means optimizing every dollar they spend.

And their email marketing strategy does just that.

Copy these 6 emails from Chipotle 🧵
1. Relevancy

National Burrito Day was on April Fools day this year.

Around that time, Coinbase was set to go public.

PLUS, a story had gone viral about a man who locked himself out of his crypto wallet.

And Chipotle created a game around it.

Bitcoins or Burritos. ImageImageImageImage
The game requires users to guess a six-digit code to either win a free burrito or up to $25k in Bitcoin.

The image is genius. Very "crypto"

The directions are simple.

Relevancy was key: April Fools, National Burrito Day, Coinbase IPO, and lost pwd story.

And did it work: Image
Read 12 tweets
27 Apr
In advertising, speed is an asset.

@VancityReynolds tokened the term “Fast-Vertising.”

He uses “fast-vertising” to hack culture and create viral moments.

The results are millions in earned media for Mint Mobile, Aviation Gin, and Deadpool.

Here are 6 takeaways 🧵 Image
First, the traditional timeline for advertising.

Usually 8-12 weeks from idea to execution.

For, specific goals (launching product, feature etc) this works.

When you’re trying to hack culture — it doesn’t.

So, what’s the secret sauce?
Fast-Vertising.

With Fast-vertising speed is king.

When a moment in culture is hot — emerge the brand into the convo, FAST.

By fast, I mean 1-3 days.

@VancityReynolds did this with Deadpool, Aviation Gin, and Mint Mobile.

Here's how
Read 18 tweets
24 Apr
Patagonia is a $1B powerhouse that encourages you not to buy their products.

@patagonia's CEO Rose Marcario calls it "Cause Marketing."

The result is a brand that consumers love to embody.

Steal these 8 marketing tactics from Patagonia 🧵
1. Mission

It starts with Patagonia’s mission statement.

“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

Nearly every Patagonia marketing initiative follows in the footsteps of its mission.
This attracts consumers who have similar values.

Customers with similar values open the floor to a long-term relationship with their consumers.

Inherently increasing Patagonia’s customer lifetime value.
Read 20 tweets
24 Apr
Masterclass, SmileDirect Club, and SendFox all have KILLER above the fold sections.

Why does this matter?

Nearly 80% of a users' viewing time on your site is spent above the fold.

This makes it essential to conversions.

Let's optimize yours in 3 min 🧵
Your above-the-fold should follow an organized visual hierarchy.

This tells your consumer what to focus on and how to progress through the content.

Many readers scan in an F-pattern.

Use these 6 tips to develop a visual hierarchy:

(h/t wordstream)
Here are the essentials:

Headline (left side) - Drop your main value prop

Subheadline - Compliments headline. Introduces product/service. How value prop comes to life.

Creative - Show product or people. Helps bring context to life.

CTA - Focus on the value after signing up.
Read 16 tweets
23 Apr
Good content is not good content if nobody sees it.

This makes a distribution strategy equally as important.

@neilpatel once saw a 200% increase in monthly blog visits after 3 months of a distribution strategy.

Create a distribution strategy in 9 steps 🧵
1. Target Audience

You don't want to create content for anyone and everyone.

Duh.

But content distribution is about getting the content that you worked on in front of the right audience.

To do this you must know:

- Where they consume content
- What content they consume
- Dominant age, gender, income, location, and edu
- Interests

Find this by using:

1. Google analytics
2. Facebook reporting
3. Surveys and questionnaires
4. Social media data

Take this and form your customer persona.
Read 17 tweets
22 Apr
Volkswagon, Ford, GM, Toyota, and BMW collectively spend $25B+ on advertising each year.

Tesla $0.

The result?

The most Googled car company in the US.

The "Most Valuable American Automaker."

Here are 8 takeaways from inside their marketing playbook 🧵
First, why doesn't Tesla advertise?

@elonmusk rather put that money towards creating a stellar product.

And he does.

Then his marketing tactics kick things up a notch.

Here's his take:
1. Twitter

Of course, I have to include @elonmusk Twitter.

And for good reason too.

Sure, Elon uses Twitter to post memes, create controversy, but he mostly uses it to communicate.

Update, big news, teasers, it all happens on Twitter.
Read 21 tweets

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