There are many reasons why Apple© is great at marketing. One thing they do is write very compelling product copy. Recently when I was on their site, I noticed a recurring theme in their descriptions. Because their products are feature-rich, they tend to write their product copy by starting with a hook – basically a few words that highlight the main benefits and then they lead into more detail.
Sum It Up in 3 Words
This is actually a good approach as we are way to busy these days to really take the time to read a detailed description without some heads up first whether we should care. Therefore, maybe you want to try this tactic of hooking your potential customer first with a few key words. If you are not sure what I mean, see what Apple does below for some of its products:
Mac Retina Display: Accuracy. Brightness. Clarity.
iPad Pro: Thin. Light. Epic.
iPhone 6 Camera: 12MP pictures. 4K videos. Live Photos. Lasting memories.
Apple Watch: Notifications. Phone calls. Wallet. Right on your wrist.
iPod Touch: A8 chip. 8MP iSight camera. 5 stunning colours.
So try pulling out the three or four main benefits, features and/or competitive advantages that you feel potential customers are looking for and try hooking them with just these words before leading into a big sales pitch.
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© 2015 Gail Oliver, Attention Getting Marketing. All rights reserved.