Here's a presentation I developed by reading a post online forum. An interesting take on how Apple Inc is using marketing strategies to sell its products to the audience. In this presentation, 10 pointers are explained/discussed to decrypt Apple's Marketing science. Summary - Focus on one idea Write for scanners But also write for readers Short and broken sentences Address the problems Share the details Use analogies Address objections Compare to upsell Use power words Rhyme Feel free to share this with anyone or present with credits.

2. Muhammed Gazzaly | 15th September 2021
Curious how a company with a $2+ trillion market-cap writes
persuasive copy?

4. • 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.

7. • 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)

9. • 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.

11. • 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 customers to keep reading.

14. • 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.”

17. • 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 “A15 Bionic Chip” is.

20. • 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:

23. • 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.

25. • 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.

27. • Power words like “you, your, imagine, new” are used frequently throughout their
sales copy.
• Power words help the consumers picture themselves with the product.
• Apple used the words “you” and “your” 110 times in their copy for the iPhone 5.

29. • 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.

33. I got you covered ;-)

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