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.

1. Writing
Persuasive
Techniques

2. Writing
Persuasive
Techniques

3. Written & illustrated by:
Henneke Duistermaat
As seen on:

4. Use the persuasive power of imagination

5. Use the persuasive power of imagination

6. 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.

7. 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.

8. Let’s look at an example …
Apple could have written:
You can produce sidesplitting, adventure-filled movies on your iPhone 5.

9. Let’s look at an example …
Apple could have written:
You can produce sidesplitting, adventure-filled movies on your iPhone 5.

10. So Apple copywriters applied the power of imagination:
Imagine sidesplitting, adventure- filled, must-see flicks produced by you and shot on iPhone 5.

11. So Apple copywriters applied the power of imagination:
Imagine sidesplitting, adventure- filled, must-see flicks produced by you and shot on iPhone 5.

12. Use the compelling power of the word because

13. Use the compelling power of the word because

14. Imagine trying to jump the queue at the copier…

15. Imagine trying to jump the queue at the copier…

17. without the word “because”

18. 60%
lets you go ahead

19. However, with the word “because”…

20. However, with the word “because”…
because I’m in a rush?

21. 94%
lets you go ahead

22. And even if your reason
is nonsensical…

23. And even if your reason
is nonsensical…
because I have to make some copies?

24. 93%
lets you go ahead

25. 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

27. Apple could have written:
iPad apps are like no other. They look amazing and use every pixel of the beautiful display.

28. Apple could have written:
iPad apps are like no other. They look amazing and use every pixel of the beautiful display.

29. 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.

30. 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.

31. Appeal to the senses with sensory words

32. Appeal to the senses with sensory words

33. 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”

34. 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.

35. 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.

36. 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.

37. 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.

38. 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.

39. Use the seductive power of mini-stories

40. Use the seductive power of mini-stories

41. 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.

42. 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.

43. 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.

44. 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.

45. 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.

46. 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.

47. Compose memorable sound bites

48. Compose memorable sound bites

49. 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

50. 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.

51. Apple could have written:
The display is not just bigger,
it’s also better.

52. Apple could have written:
The display is not just bigger,
it’s also better.

53. So they added repetition :
Not just a bigger display.
A better display.

54. So they added repetition :
Not just a bigger display.
A better display.

55. Looking for more
writing tips?
So you can win
more clients?
© 2014 by Henneke Duistermaat

56. Get your FREE
Snackable Writing
Course
for Busy People
© 2014 by Henneke Duistermaat

57. Get your FREE
Snackable Writing
Course
for Busy People
© 2014 by Henneke Duistermaat
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