Recently, Luo Yonghao published a long article on social media, commenting on Apple's copywriting lack of taste. The article immediately attracted widespread attention and discussion upon its release. Luo Yonghao bluntly pointed out in the article that Apple's copywriting level is seriously inadequate and lacks cultural connotation and taste.
Luo Yonghao first mentioned the promotional copy of Apple's newly released iPhone 13 series products. He thought the copy was simple and crude, with no creativity to speak of. For example, when Apple publicized the iPhone 13 ProMax, it only used the words "the largest camera system", which completely failed to express the uniqueness and innovation of the product. He believes that such copy simply lists the product's features and does not give consumers a real desire to buy.
Next, Luo pointed out another problem in Apple's promotional copy, which is the lack of cultural connotation. He said that a good promotional copy should be able to trigger consumers' ****ing feelings and make them feel the stories and emotions behind the product. However, Apple's copy simply describes the product's functions and features without giving an emotional ****sound. For example, Apple used the phrase "larger battery capacity" to promote the iPhone 13, but failed to convey the technological innovations and user experience enhancements behind the product.
Aiming at Apple's copywriting situation, Luo Yonghao put forward his own suggestions for improvement. He believes that Apple should focus on the storytelling and emotional nature of its products, and use more infectious language to describe the advantages and features of its products. He suggested that Apple could learn from some successful brands, such as P&G and Coca-Cola, whose promotional copy often triggers consumers' emotional ****ing.
Apple copywriting to improve the operation of the steps
1. In-depth understanding of the product: Before writing promotional copy, you need to have an in-depth understanding of the product's features and advantages. Only with a full understanding of the product can you accurately describe its advantages and features.
2. Create a unique brand story: Each product has its own unique brand story, which can be told to attract the attention of consumers. The story can be about the product's research and development process, the story of the team behind it, or the application scenarios of the product in the user's life.
3. Emphasize the value of the product and the user experience: In the promotional copy, you need to emphasize the value of the product and the user experience. Not only to describe the functions and features of the product, but also to tell consumers what benefits and experience can be brought by using this product.
4. Use clear and concise language: promotional copy should use clear and concise language, avoiding the use of over-specialized terminology and difficult to understand vocabulary. It is important to use easy-to-understand language to describe the features and advantages of the product so that consumers can easily understand.