copywriting tips

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. 

The Importance of Telling the Truth in Dating (and Marketing)

Confession time. I met my husband on Plenty of Fish. (I know, so embarrassing! ) But, since the title of this post is about truth telling, I felt I needed to come clean.

I guess online dating is just the norm these days. But 10-15 years ago, when I first ventured into it, it was pretty uncool. Lots of people were testing the waters, but few of us were willing to admit it.

The fact is, online dating is an efficient way to meet new people when you're working from dawn to dusk in a cubicle five days a week. My original goal with online dating was to enjoy a night out with someone I wouldn't otherwise have met. Hopefully we'd hit it off and enjoy a nice dinner.

Sometimes I got that. But often, I ended the night wishing I'd stayed home.


Well, first date jitters aside. The fact was, I wasn't really putting myself out there and being completely honest in my online dating profile.

Because of that, I wasn't attracting people I actually had much in common with.

Now, I wasn't one of those people who put up a completely fake profile. I didn't use a photo of some random model or an outdated one of me 10 years ago. What would be the point, given that we'd have to meet in person eventually?

No, the "lies" I told were much more subtle. In fact, sometimes I didn't even realize I wasn't telling the truth (because I was kinda lying to myself).

I'd say things like, "I just want to have fun. I'm not looking for a relationship", etc. (Even though that was EXACTLY what I was looking for.) 

I said a lot of things that weren't outright lies, but they also weren't 100% true.

Basically, I whitewashed the truth and ended up a generic version of myself. One that blended in with the hundreds of other girls competing for the same guys I was.

I left out my quirks because I didn't want to turn anyone off. Why? Because I wanted EVERYONE to like me.

Sure, I got a lot of first dates that way. With guys who I ended up not having much in common with, because I hadn't been truthful about who I was.

And what I didn't get - for a long time - was a date with the one guy who would really "get me". The guy who would discover I was a die-hard fan of Star Wars and 80s hair bands and would still want to meet me BECAUSE of my weirdness.

I had a hard time showing up as the "real me" online at first. But once I did, I got the date with the guy who is now my husband.

So, what does this have to do with your marketing?

Well, the same rules apply. If you have an online business, you owe it to your ideal customers to show up as YOU. The real you. Not the whitewashed, generic version that sounds like everyone else out there.

Share some of your quirky habits. Create content that reflects your values and personality.

Don't be afraid to let people see you for who you really are.

Sure, some potential clients may go away. But not the ones who really matter.

Being yourself online is the key to attracting the right customers. The ones who will fall in love with you and tell others how amazing you are. 

If you need help writing website copy that reflects who you really are in your business, I'm here to help. Check out my website copywriting packages and if you like what you see, let's set up a call. (Think of it as a first date for your website copy.) We'll have fun and we'll get a lot done - I promise. :) 

XOXO - Katie