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How Apples Persuades
The Secret To Selling $1,000 Phones
[ THREAD ]
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The Secret To Selling $1,000 Phones
[ THREAD ]
Let's go
Every Apple product line is a gargantuan business.
Even small changes in the potency of their persuasion equates to $100s of millions.
With such high stakes, they use the most sophisticated persuasion tactics available.
Let's take a look...
Even small changes in the potency of their persuasion equates to $100s of millions.
With such high stakes, they use the most sophisticated persuasion tactics available.
Let's take a look...
Technique #1: Make It Visual
Visuals persuade. What you see matters more than what you hear or read. And it's not even close.
For its flagship iPhone 11 product, the first and only thing you see is a kaleidoscope of phones. Not a word in sight.
Visuals persuade. What you see matters more than what you hear or read. And it's not even close.
For its flagship iPhone 11 product, the first and only thing you see is a kaleidoscope of phones. Not a word in sight.
Technique #2: The Law of Association
We like products that are used by people we admire or respect.
Remember when headphones used to be black? With the iPod, Apple made them white to stand out.
We saw cool people wearing white headphones and wanted to associate with them.
We like products that are used by people we admire or respect.
Remember when headphones used to be black? With the iPod, Apple made them white to stand out.
We saw cool people wearing white headphones and wanted to associate with them.
More generally, Apple forges associations with good things. They cast their products as ways to help you:
- Get more fit
- Be more productive
- Think more creatively
- Connect with other people
Their words and imagery associate their products with the life you want to lead.
- Get more fit
- Be more productive
- Think more creatively
- Connect with other people
Their words and imagery associate their products with the life you want to lead.
Technique #3: Sprinkle In Technical Details
In general, simplicity sells. But using just the right amount of technical jargon can enhance credibility and trust.
Maybe 1% of prospects know what a "high dynamic range amplifier" is. But 99% think it sounds cool.
In general, simplicity sells. But using just the right amount of technical jargon can enhance credibility and trust.
Maybe 1% of prospects know what a "high dynamic range amplifier" is. But 99% think it sounds cool.
Technique #4: Omit Nuance
Apple masters crisp, absolute statements.
"Just the right amount of everything."
"An unprecedented leap in battery life."
"You've never shot with anything like it."
No shades of gray. It's all black and white.
Apple masters crisp, absolute statements.
"Just the right amount of everything."
"An unprecedented leap in battery life."
"You've never shot with anything like it."
No shades of gray. It's all black and white.
Technique #5: Keep It Simple
Although Apple laces its copy with technical details, most of its writing is dead simple.
Simple words. Short sentences.
"All your TV. All in one app."
"Power isn't just for the pros."
"Two great choices. No wrong answers."
Simplicity sells.
Although Apple laces its copy with technical details, most of its writing is dead simple.
Simple words. Short sentences.
"All your TV. All in one app."
"Power isn't just for the pros."
"Two great choices. No wrong answers."
Simplicity sells.
That's all friends!
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