“The art of copywriting lies in transforming products from just another shiny product on the shelf to a beautiful object of desire and need.”

Before diving into the learning experience, let’s start with three different copies. Can you guess which one is from Apple?

1. Your New Superpower
2. For all You are 
3. Power Your Work and Play

If you chose the first one – “Your New Superpower”. You just proved that Apple really writes a persuasive copy for their products.

In case you chose any of the other two you are not their target audience. By the way – “For all You are” is the copy for Google Pixel 6 smartphone. And, “Power Your Work and Play” is the copy for Samsung Galaxy Note 20.

Want to level up your copywriting? Check out 16 copywriting tips to write persuasively like Apple.

Either case, if you want to practice the art of copywriting the Apple’s way, pick up a pen and paper, your favourite brand and follow the steps as you read. Read each principle and try to write a copy for your favourite brand.

To provide you with more examples, I’ll be writing copies for two brands using 5 principles other than Apple.

I am picking two of my favourites for the exercise. Desigual (my styling companion) – an apparel company and Pinterest – a collection of visual treats to eyes for a variety of domains. 

Coincidentally I spotted a similar pattern in copy based on these 5 principles for one more brand called boAt, a wearables company. So, enjoy one more set of examples.

Below are 5 copywriting principles, with examples, that you can use to write a persuasive copy like Apple: 

1. Repeat to Register
2. Use Contradictions
3. Quote Popular Culture
4. Use Rhyming Words
5. Match The Vibe With The Brand

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Repeat to Register

It’s a well-known fact in psychology that when something repeats, it is better retained in the memory. The chances of you remembering a tagline after reading it once are very low. Copywriters repeat the important feature so that it gets stuck in the readers’ minds.

Apple:

• iPhone 6 and iPhone 6 Plus: “Bigger than Bigger”
• iPhone 11 Pro: “A big beautiful workspace for big beautiful work”

boAt:

• boAt Watch Iris: “Tells Time, Looks Timeless”

Want to explore how great brands use repetition and brand voice? Check out this teardown of the top 50 brand taglines.

If I were to write similar copies for:

Desigual: “Glamorous Apparels for Glamorous Girls”
Pinterest: “Creative Ideas for Creative Minds”

Use Contradictions

Brands often face objections, and Apple uses contradictions to overcome them. For instance, Apple has been criticized for its high product prices, so they contradict this by emphasizing other valuable aspects.

Apple:

• Apple Watch: “Heavy on Features, Light on Price”
• iPhone 3GS: “More to love, less to pay”

boAt:

• TRebel Airdopes 381: “Less efforts with more results”
  (Less efforts = less charging time, more results = better battery life)

Want to see how powerful messaging can shape brand perception? Read this teardown of Gymshark’s hyper-growth story.

If I were to use contradictions for:

Desigual: “The More You Buy, the Less You Pay”
Pinterest: “The Only Stop for Every Innovative Start”

Quote Popular Culture

People love it when brands reference popular culture. It connects the brand to the audience in a more humanistic way. I’m more likely to buy from a company that shares my love for the same books or movies.

Apple:

• Apple M1 and Big Sur: “Creates Beauty Like a Beast” (reference to Beauty and the Beast)
• Apple Macintosh: “You’ll see why 1984 won’t be like ‘1984’” (reference to George Orwell’s 1984)

boAt:

• Limited time Marvel Studio’s products: “#UnleashYourSuper”

If I were to quote popular culture for:

Desigual: “Pamper Yourself Like a Queen”
Pinterest: “Share your Marvel-ous web of imagination”

Use Rhyming Words

Rhyming makes content memorable. Apple has used rhyming in its advertisements for years. Rhyming helps showcase several features at once, making the message more catchy and easy to recall.

Apple:

• iPhone 12: “The thinnest, lightest, and fastest iPhone ever”

boAt:

• “Do what Floats your boAt”

Want more brand messaging inspiration? Read about how Crocs made a massive comeback using smart marketing.

If I were to apply rhyming for:

Desigual: “Glam. Fab. Chic. – The Head Turners”
Pinterest: “Aesthetic Destination for Kinetic People”

Match the Vibe with the Brand

Brand identity is key. Everything, from the copy to the design, should reflect that identity. Apple is known for its elegant, simple, and intelligent designs, and its copy matches that vibe perfectly.

Apple:

• iPhone 12: “H₂OK – Even better Spill and Splash Resistant”

boAt:

• boAt Rockerz 260: “Are You Game?”

Want to see how a SaaS brand can create compelling copy? Check out this teardown of Drift’s marketing strategy.

If I were to match the vibe for:

Desigual: “Enjoy those Envious Eye-balls ;)”
Pinterest: “Scrolling won’t get you anywhere, except to ideas. That’s all that matters.”

Wrap Up

Here’s a quick recap of the five principles:

• Repetition is the key to remembrance.
• Contradictions help to swat away objections.
• Quote popular culture to better connect with your audience.
• Rhyming makes it easier for people to recall.
• Match the copy with the vibe of your brand to maintain brand identity.

A Copywriting Masterstroke

MacBook: “Light. Years Ahead”

Now, this copy for MacBook doesn’t follow any writing rules. And yet, it manages to convey exactly what it wanted. The MacBook is Light, it is Years Ahead, which together makes it Light Years Ahead.

Sometimes, breaking the rules is worth the risk 😉 

And that’s how, using these 5 principles, you can write to persuade your customers just like Apple. It’ll take lots of practice, of course. So explore, keep thinking of ideas and get them down on paper.

By using these five principles, you can start writing persuasive copy that resonates with your audience, just like Apple. It will take practice, but you can perfect your craft by experimenting with these techniques.

Whether you’re crafting copy for your own brand or looking for guidance, Concurate can help elevate your messaging strategy. Get in touch with us, and we’ll show you how we can drive results through persuasive copywriting.