What Apple’s website can teach us about marketing copy

Add copywriting to the long list of things Apple does well.apple pen

Click on Apple’s website and you’ll find page after page of great marketing copy. Pick any topic there, even a dry one like “Supplier Responsibility,” and you’ll find good writing.

What so good about it?

  1. It’s easy to read. (Effortless, in fact.) Sentences are kept as short as possible, and crafted to flow rhythmically.
  2. It has genuine, authentic personality. When you read anything from Apple, it sounds like someone is speaking to you in person.
  3. It’s humble. Even when promoting a new breakthrough, the copy is never about how great Apple is; it’s about how much you’re going to enjoy using all those new breakthroughs in your daily life.

Nor does their copy ever try to impress the reader with how smart it is. Apple’s writers don’t write for themselves; they write for their audience. And they avoid self-indulgent attempts at cleverness.

The result is that you actually…read it. And you come away with a good feeling about their brand and their products because they’ve explained everything to you in a simple, understandable way, much as a friend would.

That’s what great professional copywriting can do for a brand.

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