What are two words that Apple uses the most to sell its stuff?
Sure, Apple knows how to create great products. But — and this is crucial to the success of any company — Apple also knows how to sell those products. Through dazzling images. Through creative videos….And through words.
After all, it’s “new” — a word Apples uses 23 times in its ad copy for the iPhone 12.
Yet “new” comes in a distant second to two words Apple uses a total of 90 times in the same copy:
You and your.
“So whether you take photos by day or by moonlight, you’ll get a level of detail and color that wasn’t possible before.”
“iOS 14 is packed with shortcuts that get you just what you want, right when you want it.”
Apple’s marketing focus is on the customer. How new features — bigger screen, better display, faster processor — will benefit you. How new features — tougher glass, better water resistance, auto-aligning charging magnets — will solve your problems.
Try using this info the next time you write an email, create a mailing campaign, or even in face-to-face selling. It’s not about the products, but what it is going to do to help the customer’s experience.
For the full article- https://www.inc.com/
Jancast # 96
In this week’s show, we talk about supply chain issues with floor finish and strippers, new Covid variants, and vaccines.
We do a deep dive on the Extreme Cleanliness audit process and the use of the digital microscope to see when it is time to clean your carpet.
Have a great day and an even better sales week and Stay Safe!