How to Write Web Content Like Apple.
With the launch of the new Apple iPhone X, Your Content Write thought it might be fun to investigate exactly what makes Apple web content so irresistible.
So, if you want to be able to write content like Apple and make your products and services sound as enticing as the iPhone X, then read on.
Once you log onto https://www.apple.com/uk/iphone-x/ you are presented with a graphic (a huge ‘X’) which magically transforms itself into a phone as you scroll down.
One might say, you are greeted with a concept of the future, and since the user has to scroll down to complete the transformation into a phone, it is a vision of the future that the user can now hold.
This is very empowering and thrills the reader enough to want to read on.
For those familiar with marketing and sales, you will know that creating an excitement or buzz around a product or service, before the reader has even looked further into it is essential if you want to take your potential customers down a sales funnel and convert them into long term fans.
Having seen this graphic, the words that Apple use must live up to the Graphic and nurture those subliminal concepts. See Below:
The next section starts with an <H> tag title ‘iPhone X’ making it easier for Google to read and understand what the web page will be all about.
In the 53 words that follow (before the next graphic), iPhone is mentioned three times and iPhone X twice. Throughout the page the keyword iPhone X is mentioned 18 times.
The text in this section contains language that is both inspiring and emotive and builds upon the established graphic as a true taste for the future.
Apple speak of their ‘vision’, creating a sense that this amazing piece of Tec has been worked on for many years and now their ‘vision’ is finally a reality.
This gives it an unique ‘sought after’ quality, helping the reader along the path to owning this little slice of heaven.
Right from the gate Apple speak of their device being:
‘…so immersive that the device itself disappears into the experience.’
This is essential… Let’s face it, a phone is a phone. You text, make calls, take pictures, record movies and play games (My grandma would be turning in her grave shouting ‘No. You make calls. End Of!’)
So, instead of selling a phone Apple are instead selling a dream, a vision for the future, a chance to escape the normal hum drum of daily existence.
Apple are selling what the user wants not needs. A drill salesman by comparison does not sell drills, he sells holes in walls i.e. The end result.
So, instead of selling a phone with a few upgrades, they sell the dream (the customer buys the phone as the natural transport to that dreams reality).
Let’s look at the keywords that stick in the mind from a user’s point of view:
Vision (Mentioned twice), create, immersive, experience and intelligent.
These words are lovingly wrapped around the words iPhone and iPhone X, with the closing line:
‘Say hello to the future.’
It even uses alliteration to heighten the readers experience with:
The device itself disappears into the experience.
There is then another graphic, followed by another paragraph. None of the paragraphs are long (The next being just 23 words) and are all centred around fulfilling a promise for the taste of tomorrow.
Throughout the whole page we are taken on a journey to experience the wonderment of what could be (subtly upselling Apple accessories and Apple Music on the way) which, if you have made it to the bottom, (resisting the temptation to click the buy button) then you are starkly presented with the call to action that Apple want you to take:
Buy an iPhone X now!
Apple know that if you have resisted clicking that buy button, but have read to the bottom, you are clearly interested in the product but perhaps money is an issue. It then offers monthly payment plans and even a chance to trade in your old phone for cash.
The complete sales funnel displayed on one page (I love it).
One thing I found quite clever on this page was its wider reach in relation to audience type:
At every stage people are offered the opportunity to learn more about the technical aspect of the phone with a simple inbound link (which is a brownie point for SEO and reduces the bounce rate).
One thing that Apple did NOT do was to include the technical know how and jargon in with the text on the front page. That’s because they know that not everyone is interested in that and it would interfere with the user experience as they make their way down the page.
That would be the same as an illusionist explaining the secrets behind a magic trick as he / she performs it for the first time on stage – all the viewer excitement and wonder is lost and you are left with nothing more than a how-to guide, which may be only mildly interesting at best.
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Till next time…
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