How Apple Sells Watches Without Saying a Word (and How You Can Too)

Selling with storytelling has become a hot topic this year. You’ll hear almost every marketer talking about it. But, in fact, it’s nothing new.

It has been a vital part of our human existence since the invention of language. 

Storytelling is important because it was how we passed on essential knowledge to other members of our tribe. 

And when written language came into existence, we could share it with even more people. 

Storytelling resonates because it is an important tool in our survival and our evolution. 

It may seem like a new trend, but storytelling has been used since the early days of advertising. If a company wanted to sell soap, an advertiser would write a story about Bob, a lonely man with poor hygiene, who suddenly became the most popular man in town when he started bathing with Acme soap. 

Throughout the heyday of advertising agencies, the most successful ad men were the ones who were able to tell the best stories about their client’s products and services.

And, while traditional advertising has lost popularity in this age of social media, storytelling is still the key factor that can make or break a company’s online presence. 

Companies need to tell a compelling story on their website and in their marketing content if they want to capture the attention of their ideal customers. 

Customers engage with the brands that they know, like and trust. The best way to establish that is through story.

Apple is a master at this. Their latest ad for Apple Watch series 4 is no exception. If you haven’t seen the ad, you can watch it here.

The ad isn’t long. It runs like a short film with a soundtrack.

In it, a man goes from couch potato to athlete and we get to watch the evolution unfold in less than 1 minute.

The ad doesn’t talk about Apple Watch’s technology. Or its many cool features. 

It doesn’t tell us how the watch works, or why we should buy it.

Instead, it tells a story that taps,  into a common desire – to become a better version of ourselves.

And it SHOWS us how a man uses an Apple Watch to accomplish that goal.

By using story, Apple shows us how we can achieve a goal that many of us desire with the help of their watch.

Tapping into that desire, and helping us see how their product can help us become better people, is going to motivate many people to buy the new Apple watch.

 There is no need to talk about product features or even price because that is not what motivates consumers to buy.

 People buy products that can help them realize their goals and dreams.

 And that’s why storytelling is so powerful.

Does your company have a compelling story? How do you tell that story on your website and in your marketing? 

If you want help identifying a powerful story for your company’s brand, product or service, we can help. Find out more about our story branding and copywriting services by booking a free initial consult today.