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Copy On Apple's New MacBook Site Made Me LOL

by Andy The Copywriter
8 replies
Apple - MacBook


The most efficient way to charge a notebook is by connecting a charger to a port. And as long as we were going to include a port for charging the new MacBook, we wanted to make sure it was the most advanced and versatile one available.
"The most efficient way to charge a notebook is by connecting a charger to a port."

Ya think, captain obvious?
#apple #copy #lol #macbook #made #site
  • Profile picture of the author Alex Cohen
    What's obvious to one segment of the target market is not necessarily obvious to another.

    (Many inexperienced copywriters have ignored that fact to their peril over the years.)

    The "obvious" statement is a good lead-in to the belief they want the reader to come away with... the port on the MacBook is the most advanced and versatile one on the market.

    Alex
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    • Profile picture of the author Andy The Copywriter
      Originally Posted by Alex Cohen View Post

      What's obvious to one segment of the target market is not necessarily obvious to another.

      (Many inexperienced copywriters have ignored that fact to their peril over the years.)

      The "obvious" statement is a good lead-in to the belief they want the reader to come away with... the port on the MacBook is the most advanced and versatile one on the market.

      Alex
      I see where you're coming from but the line still made me, as someone who knows about this stuff, laugh out loud. It's probably an effective line from a copywriting perspective, I just thought it sounded silly :p
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  • Profile picture of the author BrianMcLeod
    "The most efficient way to charge a notebook is by connecting a charger to a port."
    Anyone disagree?

    Of course not.

    Let's continue then...

    And as long as we were going to include a port for charging the new MacBook, we wanted to make sure it was
    They've gotta put one in there either way, so... yeah.

    And since this IS Apple, it's not unexpected that they'd innovative with the charger port design.

    In fact, given Apple's public reputation for design, it's easy for me to imagine they've come up with...

    the most advanced and versatile [charger port] available.
    HUGE claim but, since we're on the same page for the first and second ideas expressed, this one's easy to accept.

    Now, what if Apple started out with that big claim instead?

    "The Most Advanced and Versatile Charger Port Available"

    Sparks a completely different reaction from the reader, wouldn't it?

    Oh REALLY? Is it? (Mind starts looking for mismatches)

    Gradualization, when done elegantly, can sometimes appear stupidly simplistic.

    But it's already done its work by the time you notice it.
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    Brian McLeod
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  • Profile picture of the author The Copywriting Engineer
    Maybe this explains more


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    Bring In More Cash For Your Business With High Caliber Copy
    www.highcalibercopy.com

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  • Profile picture of the author The Copywriting Engineer
    Lol! I couldn't stop laughing "It true!"ahahahahahahaa
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  • Profile picture of the author applegreensnake
    yeah -- it's crap copy.
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