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- Learn from this OG Apple Ad
I just found a classic copy ad.
And by “classic” I mean from 2003.
I can’t believe it’s already been 22 years since then.
Anyways, you NEED to see this ad by Apple.
(to understand how to write high-converting copy)
Check out this OG ad promoting the iPod:
What do you notice about this ad?
What makes the copy so good?
Look at it again.
Do you see it?
Mini lesson #1: Look at the headline
The headline doesn’t say 30GB of RAM.
It doesn’t talk features.
Heck, it doesn’t even say the name of the product.
LOOK what it says:
“Every song you've ever owned.
In your pocket.”
The ad leads with the main benefit of the product.
And it does so in a way that’s easy to understand.
Nobody but a geek would understand what 30GB of RAM is.
But…
The moment you start simplifying what your product does…
That’s the moment you win your audience over.
The iPod isn’t an Mp3 music technology made by Apple.
The iPod is every song you’ve ever owned in your pocket.
This big idea — or the unique selling proposition (USP) is what made this product so unique.
It was the first of its kind.
In your copy, you want to focus on the things only you can say about your products (the stuff that no other company can say about their products).
Apple executed the copy perfectly here for the Average Joe.
But…
They did a lil something else too.
Look below the image.
Mini lesson #2: The subheadline’s copy juice
“The new iPod”
Basic, right?
No, it’s not. It’s basic and beautiful.
They kept this subheadline short and sweet — telling you the name and letting you know this is the NEW one.
Why?
Because people love the new thing. There’s a reason “new” is a power word. Anytime you can use that word in your copy, you should.
Mini lesson #3: More benefits won’t hurt
Apple led with the main thing — “Every song you’ve ever owned. In your pocket.’
But, they’ve still got a couple benefits (and features) they need to mention:
“7,500 song capacity. Incredibly light and slim. Mac or PC compatible. The ultimate digital music player.”
This clears up all the top questions the reader has in just a few short sentences. Objections handled with ease.
Mini lesson #4: And… The CTA
And, of course, we can’t forget the call to action.
This is one area where the Apple ad falls short.
They place a link to buy the iPod at the bottom of the ad.
But…
They didn’t actually instruct the reader to take action.
If you don’t explicitly tell your reader what to do, they won’t do it.
So, they do a good job by placing the link. But that link is only half of a call to action.
They should have added a verb right before the link.
Even something simple “Buy now,” “Order now,” or “Get it here” would have sufficed.
So, they get a demerit on that end.
Overall, Apple crushed the copy in this ad. I’m giving them an 8.5 out of 10. If they had a proper CTA, it would be a 10/10.
Did you enjoy this copy breakdown?
Want to learn to think like a six-figure copywriter (so you can earn like a six-figure copywriter)?
-Brandon “break it down” Storey
P.S. One spot left in my February group coaching.
The goal is to fast-track you to your first $5,000 month, shaving 6-12 months off in the process.
We’ll achieve that through weekly coaching calls, daily DM support, regular copywriting feedback, and… as a bonus, you’ll get lifetime access to my Six-Figure Copywriter Course.
Reply with “coaching” if you’re interested in the last spot.
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