Mastering the Art of Copywriting: How to Write Like Apple

When it comes to copywriting, few companies do it quite like Apple. From their iconic product names to their minimalist yet persuasive language, Apple's copywriting is renowned for its ability to capture the attention of consumers and drive sales.

In this article, we'll take a deep dive into the strategies and techniques used by the tech giant, and provide practical tips and examples for how you can apply them to your own copywriting.

#1 Sell ONE Idea

Focus on one key idea in each headline.

By doing this, they draw all attention and awareness to that one idea, making it more likely that consumers will take notice.

The more ideas you try to sell, the more a consumer doesn't know what's important, which is why Apple's approach is so effective.

#2 Write for scanners

Apple's copywriting follows two rules to cater to scanners:

1. Utilizing big headlines to emphasize one main idea,

2. Using the inverted pyramid structure for paragraphs, where the main benefit is highlighted at the top and followed by supporting details.

#3 Keep it short and simple

Apple's copywriting is designed to be effortless to read.

They use short paragraphs, short sentences, and simple words which makes it easy for readers to understand the message.

The simplicity of their copywriting style also makes it easy for readers to quickly scan and retain the information.

#4 Present Features As Solutions

Apple presents crash detection as a solution to a problem, rather than just a feature.

They highlight how the Apple iPhone can saves lives by detecting a car crash an calling 911 on its on.

The company frames the security feature as a solution that can potentially save the life of the customer. Value = priceless.

#5 Use Analogies To Fuel The Imagination

Analogies can bridge the gap between complex concepts and familiar ideas, while also sparking the imagination.

They aid in making the unfamiliar more relatable and easier to understand.

#6 Answer Objections

Apple addresses objections in their copy by addressing potential concerns or criticisms head-on.

For example, they may address concerns about poor battery life with how they included a new feature that saves battery life so your phone can last all day.

#7 Use comparisons

The uses comparison to their previous model, to get people to upgrade.

This way they are targeting their existing users plus a new audience with every release.

#8 Make it personal

Using words like “You” and “Your” make your copy feel like they’re talking directly to the consumer.

This makes the page feel like a conversation rather than a sales pitch.

#9 Say more with less

Explain the benefits in as little words as possible.

This makes it super clear to the customer reading the copy.

#10 Show don’t tell

Every word is backed up by an image to prove it’s real and not just a claim.

Proof helps build the trust in the copy and brand messaging.

#10 Repeat to make it stick

Repeat again and again to emphasize what’s important.

And why it’s important.

#11 Have a personality

The best way to stand out is to be what you can’t replicate — yourself.

Be different, show some personality and own it.

#12 Break patterns

One word sentences that tell you what, while grabbing attention.

“The most basic way to get someone’s attention is this: Break a pattern.” – Chip and Dan Heath

If you found my teardown on Apple’s copywriting approach interesting, please consider sharing it with others who may learn from it.