How to fall in love with one and all: learning from Apple

Everyone, one way or another associated with the generation of content, or the creation of products, is dreaming about making his creations have been successful to them lined up, want to buy. The harsh reality is usually draws a completely different picture: to attract at least some attention to the Herculean efforts required for the product. To persuade a person to buy something new has become incredibly difficult.

However, against the background of all these difficulties, we see examples of inexplicably successful companies. These products are drawn, they are eagerly awaiting the release of each new items and are willing to pay large sums of money just for the fact to be among the first owners.

You understand, of whom there is a speech, and now we look at those techniques, tactics and techniques, with which Apple so successfully attracts and fascinates the consumers.

First lesson. Write for scanners

You know how people read online? Well, actually they do not read. They scan the page, browsing a cursory glance, but do not read. More back in 1997

Jakob Nielsen is long and hard was watching how people interact with the text, which is seen on the monitor. It turned out that only 16% of people who participated in the experiment, carefully grasp the meaning and caught every word written in the text, and 79% runs through the pages, singling out are keywords and offers.

How to write for such "Scanners"? Apple copywriters follow the rules as laid down by Nielsen on the basis of his research:

rule №1. Use headlines with a giant font to highlight one big idea.

MacBook Pro with Retina Display. The world's highest resolution notebook.

rule №2. Engage subtitles scanners. Use them every 2 or 3 of this section. Perhaps even through each paragraph. It will play on their curiosity.

Why you'll love an iPad.

rule №3. Generally inverted pyramid. The most important argument comes first. Next come the less important things. The least significant is indicated at the end of the paragraph. Thus, even if a man ran only on the first line, you still managed to convey to him the key point.

Generally inverted pyramid works not only within a paragraph, but also in the concept of the text as a whole. The most important things go at the beginning.

The fourth rule goes to use bulleted lists, but, for example, Jobs himself never used lists. Never in my life, no one presentation. Perhaps this is why Apple copywriters follow this tradition, but it is here and it is a legitimate reason. In 2007, Seth Godin wrote in his book:

At that moment, when you put on the screen is an unordered list, you are saying that the show is something that you want to record, but now it can be ignored.

Everything is so similar to a typical presentation.

SlideRocket found that 32% of people fall asleep during a presentation in PowerPoint, as 20% would be willing to replace their presence at the presentation of a visit to the dentist!

Do not attempt to turn a demo of your product to your presentation, not loads of people with long lists of words and a bunch of boring.

Lesson two. Write for readers

The very attractive Apple-style subtitles can cause the scanners start reading. If so you could reach the point where you are reading, do the reading process as effective as possible:

short paragraphs. Safely use one-sentence paragraphs.

short sentences. After all, there is nothing wrong in sharing proposals. Do you want to start with a "but", "i", "because"? No problem. Because it does offer shorter.

Simple words. Use short words, the meaning and significance of which are clear to all.

Apple copywriters use complicated words only when they want to dumbfound readers some important technical information about the product.

With tolerances measured in microns, mono-crystalline diamond-cut edges, and sleek metallic finishes, iPad mini was designed and engineered to incredibly high standards.

Legendary copywriter Joe Sugarman suggested:

Technical explanation, which the reader can not understand, in fact, shows him that we were working, and if we say "it's good", it's probably really should be good. Thus his mind is born confidence that he is dealing with experts.

Technical details increase your credibility, but only in the strictly technical issues. In other cases, use plain and simple words, combined with short sentences.

Lesson three. Designed as a magnet for interest

Copywriting - it's not just words. In fact there is always schedule. Together they make the text more readable, helping to form a clear understanding of who you are, that offer. They make your products more desirable.

Apple designers use several techniques to increase the interest and desire of visitors to their site to read on:

white space. They relieve the reader the feeling of content pages congestion and help to direct his attention to the next block of information.

The alternation of the location of pictures and text. Imagine that the website visitor is reading a continuous block of text to the right of which there is a series of pictures. Monotony breeds boredom. If the alternate blocks of text and images, rearrange them, having the first block of text on the left + right side of the picture, and then vice versa, such jumps will maintain the reader's interest.

Calls to action should stand out color. Apple uses for their blue color and arrows.

font size enlarged to highlight the key indicators. Apple focuses on the most spectacular and releasing them against other indicators.

In fact, to get a decent result you can not just send the text of the designer with a request to "shape as it is necessary." A constant interaction of the first and second throughout operation.

Lesson fourth. Understand the rules of selling texts

You need to be able to turn the scanners readers, but the reader read the text, should do something, right? Jump to page, newsletter subscription, purchase the product - how to ensure that readers take the next step?

Copywriters Apple used a few tricks:

Trick №1 - the use of hypnotic words. In English, these words are the words «you», «because» and «imagine». The strength of these words is that they have successfully bypass the critical thinking of the reader, however, in the Russian language "you" and "you" - are quite different on the perception of speech. You can not just go to any stranger to "you" and "you", as well as other symptoms of an imaginary respect, make people doubt, look for a trick and deception.

But they have everything well. Man unconsciously replaces the "you" to "I", literally projecting the phrase itself, if it has already experienced, what reads.

"Because," eliminating the need for the reader to build logic chain, search and highlight the pros. No questions "why" and "why." Why? Because! Served fact which immediately settles thus "because". Without a doubt, no options.

"Imagine" - a magic word. Instead, to evaluate the feasibility of the purchase itself, the person is distracted by fantasies, is the result, the benefits that will be opened to him, and which you have described, after the promised "Imagine."

Email is fun? On iPad it is. Because you can flick through your inbox. Tap to open attachments. Pinch to zoom. And turn iPad from portrait to landscape to change your view.

And you can sense that every time you pick it up. It feels beautifully made. Precisely because it is.

Imagine sidesplitting, adventure-filled, must-see flicks produced by you and shot on iPhone 5.

Trick №2 - exclude objections. If you want to buy your products, then you need to anticipate and to exclude the likelihood of the most common objections to your address. Trim these arguments against the purchase at its root. Apple knows that the affected area of ​​mobile devices - battery. Buyers also know this, but here are faced with product descriptions.

iPad features a 3.1-million-pixel Retina display and an advanced A6X chip. How much of an effect does that have on battery life? Almost none. You still get up to 10 hours of power to read, watch, play, write, and create whatever you want, all you want.

Wanted to say that because of this the screen and the power he quickly discharged? Still up to 10 hours!

Trick №3 - proof. Any unconfirmed fact statement can be fairly termed verbiage. Even the almighty Apple takes such a course of things, and if possible prove the superiority of their products. You also have to do it.

Trick №4 - consider the stage of making a decision on which is your customer. It happens that a person simply is not ready to make a purchase. Apple offers customers physical and online stores, but for those who are not yet ready to buy, the company offers to compare multiple devices, and then ask the buyer arising questions.

Lesson Five. Each page of your site should be a landing

You treat visitors as human beings? This is commendable, that's just the same Jakob Nielsen compared the websites about wild animals. They (visitors) are hunting for information and products.

When the predator can smell the smell of prey, he quickly decides for itself whether it will be delicious, and how easy it is to catch her.

Visitors to think about as well. Do you offer this web site that they need, and how easy it is to get.

Now imagine that a visitor for one reason or another can not get at home, and on any other page of your site. Typically, the site is intuitive only to the home page, and the rest of the structure is built on the basis of logical connection with the preceding pages. Kind of like, "He came here from this page, it means already seen and knows this and this." But this is not always necessary, especially in the developed structure of the site and a good SEO.

It is for this reason that each page should explain and available quickly about where the visitor is that there is going on, where to click, and so on.

Lesson Six. Captivates readers beautiful texts

Apple copywriters understand the beauty of the language. They know that writing is an art -. To create the best text using the appropriate technology: the construction of the right and a beautiful rhythm, rhyme, repetition. Phrases like people, they attract attention and well remembered.

Rhyme - this is a great strength. Softness of sounding rhyme proposal makes it easier to remember.

iPad is not just capable, it's portable, too.

The world's largest - and smartest - collection of apps.

Alliteration:

A display that's not just smaller. It's smarter.

Reiteration:

And because it's so easy to use, it's easy to love.

Rhythm:

iPad can be whatever you want it to be. It's your web browser. It's your inbox. It's your favorite novel.

Apple texts often include staccato:

Expanded view. See it. Play it. Explore it.

Analogies and metaphors They help to make abstract clear and understandable to the reader:

iPhone 5 is made with a level of precision you'd expect from a finely crafted watch, not a smartphone.

Contrast. Apple most often uses it to draw attention to the technical advantages of the product.

Over 3 million pixels. Less than half an inch thin.

Lesson Seven. Do not tell me - Shows

Apple site was created with one purpose: to cause the visitor desire to buy the product. Large pictures make us forget that we are looking at the picture, and not on the real product. Here the product - the hero on every page.

Do you think that your product is dull? Here is what he said about David Ogilvy:

Make your product the hero of advertising at every opportunity. If you feel that the product is too wishy-washy, then I have news for you: there is no dull products are sluggish writers. "

Look at the Apple website. Even such a boring thing as the MacBook Pro cooling fan, it looks cool.

If you use Apple images goes beyond the product itself. With images they enhance the device. What are the better way to show the sophistication of the new iPad, than to compare it with a pencil.

Remember, people are mostly scanned, not read the page. Reduce the load on the text reader, replace text images wherever possible.

The truth about the creation of compelling content

I would like to say that the creation of compelling content - it's easy. I would like to say that to be successful you need to follow a few simple formulas. But in fact, compelling content - it is not just the right words, combined with a nice font and images.

Dazzle your audience beautiful combinations of words and powerful visualization. Create a wish, referring to both the logic and emotion. Your visitors should experience an incredible experience, because it is - the key to a successful business.

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