A lesson from Apple

Want people to buy more of your products?

One of the best pieces of advice comes from one of the oldest ‘rules’ of selling:

Show don’t tell.

It’s simple.

Time-tested.

And reliably effective in all contexts when done properly.

Which is why it amazes me that so many brands seem to ignore it.

(Perhaps that’s the reason, so many brands get ignored?)

Anyway, some do get it right.

And it’s those we can learn from.

Like when Apple launched the MacBook Air.

Now, Apple could have chosen to tell the world all about the amazing innovations and feats of technical wizardry that went into designing the world’s thinnest notebook.

But they didn’t.

In the TV ad that ran at the time. they simply pulled the laptop out of a big, brown envelope like a magician pulls a rabbit from a hat.

And in a thirty seconds of marketing magic, communicated everything about the product they needed to.

It was an idea of stunning simplicity.

But at its heart nothing more than ‘show don’t tell’.

Okay, time to taste my own medicine…

That’s enough ‘tell’.

Time for some ‘show’.

Enjoy.

How Steve Jobs revealed the MacBook Air.

The MacBook Air Envelope Ad.

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Radically simple, high concept marketing.

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Radically simple, high concept marketing.

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