So you want to write it like Apple, huh? You’re in good company. Countless marketers have looked to the tech giant for inspiration when it comes to crafting effective copy. And with good reason!
It’s hard to think of a company more successful than Apple when it comes to copywriting. Apple’s ads and website copy are always engaging, succinct, and on-brand. They have some of the most clever and memorable taglines in the business, and their ads are always beautifully shot and edited. Yes, all of us want to write it like Apple!
But what specifically makes Apple’s writing so successful? In this blog post, we’ll take a look at 20 of the most important takeaway lessons from the masters of copywriting. Clone their techniques – write it like Apple, and you’ll be sure to see better results from your own marketing efforts!
1. Simple, easy-to-read language
Apple’s copy is always straightforward and to the point. They don’t use unnecessarily complex words or phrases because they know that simplicity is the key when it comes to effective communication.
2. Clear and concise
In addition to being simple, Apple’s copy is also very clear. There’s no room for confusion or ambiguity – everything is always crystal clear, and they never use more words than necessary.
3. Use of Active Voice
When writing copies, Apple always uses an active voice. This makes the text more engaging and easier to read. For example, instead of saying, ‘any song can be played,’ they say, ‘play any song, in any room, from anywhere.’
4. Brevity is key
Another thing that Apple’s copy has in common is that it is always brief. They don’t try to cram too much information into one sentence or paragraph. This makes their text more digestible and less overwhelming for readers.
5. Use of strong verbs, and stronger adjectives
Apple’s copy is full of strong, persuasive verbs that grab the reader’s attention. They want their readers to feel like they need to take action, and using strong verbs is one way to achieve this. Intelligent use of verbs like – measure, take – in the copies makes its text more impactful and convincing.
In the Apple land, no innovation is just an innovation – it’s a breathtaking innovation. A sensor is a remarkable sensor. Adjectives are used very carefully to make the most of their effect.
6. Rhyme and Repeat
Apple also knows how to use rhyme and repetition in their copy to create a memorable effect. This is an effective way to engage readers and ensure they remember the product. How does – blast past fast sound? Doesn’t that make you click further or grab the new shiny iPhone?
7. Focus on the benefits, not the features
When writing copy, Apple always keeps the customer in mind. They highlight the benefits of their products for the end users rather than listing out the features. All of us know the psyche WIIFM (what’s in it for me) but rarely a brand apart from Apple that addresses this so consistently.
8. Limit the use of jargon and technical terms
Although Apple is a tech company, they don’t use jargon or technical terms in their copy. They know that most people aren’t familiar with these terms, and they would only turn people off. Instead, they use simple language that everyone can understand.
9. Create a sense of urgency
Apple knows how to create a sense of urgency in its readers. I have not seen them use cliches like ‘limited time only’ or ‘while supplies last’ to get people to act quickly. But they do use language that implies a sense of urgency – it could be painting a picture of possibilities for you or addressing your core inhibitions.
10. Appeal to emotions
Apple knows how to tug at heartstrings. They often use emotional language to appeal to customers’ feelings. Back in the 80s and 90s, they had used ‘Think Different’ to encourage customers to see themselves as rebels and nonconformists. This resonated with a lot of users’ desires to be different and stand out from the crowd.
The Apple Watch 4 video was based on the emotionally powerful idea of ‘Better You’. Instead of missing opportunities to connect with users, Apple engages with them right away. Consequently, readers are more likely to invest in what you have communicated and remember it clearly long after they finish reading.
11. Use of Numbers
It’s not just about the numbers but how you use them. The numbers don’t just represent technological specs or facts for Apple; they’re anchors for its narrative.
When most other brands are busy showing how fast their processors are and how big the batteries are in an absolute manner, Apple highlighted the same features using numbers that would resonate with users. They used them to compare something the users already knew or perceived or were looking for – how much faster, how long it will last.
When you look at any of their launch campaigns, they don’t just say ‘Hey, this is the MacBook PRO, it has a powerful M2 chip’. Instead, they go with ‘Level Up.’ And then, they use numbers as anchors around what users care for – ‘1.4X Faster’ and ’20 hrs of battery’ – to communicate the improvements in a way that users will understand.
12. Use images and videos
Apple understands the power of visuals and all of their communication be it offline or online is a visual treat. Visit any of their websites and you see how they use images and videos in their copy to break up the text and add visual interest. Check out any of their ads and you’ll see they are crafted for visuals with copies taken backstage.
One of the most important things to remember when you want to write it like Apple is to be consistent. While they keep experimenting and evolving with that, they always maintain the same style and voice in their copy, regardless of the platform or medium. This helps them create a strong brand identity that customers can easily recognize and trust.
14. Positive vibes only
Apple always uses positive language in their copy because they want to create a positive association with their brand. They avoid using negative words or phrases because they know it would only turn people off.
This is why their advertising campaigns are usually upbeat and cheerful, even when they’re trying to sell something as simple as a new iPhone. They want people to feel good about using their products, and they know that using positive language is one way to achieve this goal. Use positive language to create a positive association with your brand. It’ll make people more likely to buy from you, and it’ll make them feel good about doing so.
Apple cares about the position so much that, they have gone ahead and have not allowed ‘bad guys’ in movies to use the iPhone. No, I am not joking – this is true. Rian Johnson, the writer and director of “Knives Out” quotes, “Apple, they let you use iPhones in movies, but, and this is very pivotal, if you’re ever watching a mystery movie, bad guys cannot have iPhones on camera.” Read the full article here.
15. Persuasive (without being pushy) and Emotive
Of course, one of the main goals of copywriting is to persuade people to take action. And Apple is definitely masters at this. Their copy is always designed to convince people to buy their products or use their services.
But what makes Apple’s copy so effective is that it’s not pushy. It’s designed to appeal to people’s emotions rather than just their logic. And that makes a big difference. People respond more to emotion than they do to logic, and Apple never forgets that. And probably that’s why they are so much more successful in getting people to take action.
16. Imagistic Language
Apple’s copy is also very imagistic. They paint a picture in people’s minds with their words, which makes their products and services even more appealing. They don’t harp upon the megapixels of their iPhone camera, but they go and paint the town saying, you’ll never miss a moment with the new iPhone’s camera. Writing it like Apple means using language that creates a strong image in people’s minds that they can’t resist.
Apple’s copy is always aspirational because they want their readers to believe anything is possible. They use language that inspires people to dream big and think outside the box. For example, look at the image below. While promoting a back-to-school offer for iPads, Apple is showing the possibilities – with an iPad you can write, sketch, record, stream, create. This language makes students believe anything is possible if they have an iPad in their college years.
18. Build towards the call-to-action
In Apple’s case, the call-to-action (CTA) is not forced or abrupt, but they come across as a natural extension of the copy. They use copies carefully to build toward the CTA.
“The products you love. Better than ever.”
“You’re more powerful than you think.”
“Find your purpose.”
“Choose your own path.”
These are all phrases that Apple has used in past marketing campaigns, and each one speaks to a different aspect of the company’s brand. By the time the reader gets to the CTA, they already have a good sense of what Apple stands for and what they’re offering.
The CTA then becomes more about reaffirming the reader’s decision to buy Apple products than it is about making a sale. It’s a way of saying, You made the right choice.
19. Write for your audience – know who they are and what they want to know
This is probably the most important takeaway of all. Apple is a classic example of don’t try to be everything to everyone – it won’t work. They always write their copy with their audience in mind. They know who their audience is and what they want to know. This is evident in the way their copy is structured and how the language is used.
For example, for entry-level products like the iPad or iPhone SE, Apple never uses jargon or technical terms in its copy. This is because their audiences for these products – pre-teen students and baby boomers – are not made up of tech-savvy people who would understand such terms. Instead, they use simple, easy-to-understand language that everyone can relate to.
And when it comes to Mac PRO, a product aimed at professional users, you’ll see Apple using more technical terms and jargon to appeal to this target market.
20. Write like you’re telling a story
Apple’s copy is always full of stories. They paint vivid pictures of possibilities with words. The copies are less about the product itself and more about how that product can make your life better. Apple doesn’t just sell phones, tablets, or computers; they sell an experience. And that’s what their copy is all about.
When you read Apple’s copy, you can imagine using their products in your own life. You can picture yourself being more productive, connected, and stylish. Apple’s copy makes you believe that their products can change your life for the better.
This is why Apple’s copy is so effective. It’s not just about what the product can do but about how it can make you feel. And that’s what we all want, to feel good about ourselves and our lives.
One more thing…
So, these are 20 things that stand out to me when it comes to Apple’s copywriting. But, there’s one more thing.
Apple never overwhelms its audience with too much of anything – copies or visuals. Less is really more for Apple. They understand that people have shorter attention spans than ever before, and so they make sure to get their point across without bombarding consumers with more information than is absolutely required. This is why their advertising is so effective; it’s direct, to the point, and doesn’t try to oversell the product.
They don’t try cramming too much onto their website or marketing materials. Instead, they focus on delivering quality content that is concise and to the point. This helps to ensure that people actually read and absorb what they’re seeing rather than just scrolling past it.
So if you’re looking to create content that is effective and easy to consume, and want to write it like Apple, take a page from Apple’s playbook and keep it simple.
If you want to write it like Apple, less is definitely more.
Apple has mastered copywriting like no other brand. Their content, whether it’s a simple copy or an intricate visual, tells a story that resonates with users and compels them to take action. Marketers can learn a lot from studying Apple’s approach to copywriting and applying some of those techniques to their own campaigns. When writing your next copy, trying to write it like Apple won’t actually be a bad thing!
What have you learned from Apple? Are there any other brands that come to mind when you think about great copywriting? Let me know in the comments!