Okay. I’ll admit it. I’m a hack.
When I started Swiped, this series of posts that pulls together great copywriting examples, I set myself one rule.
Don’t do Apple.
Don’t get me wrong. I love Apple, and I love their copy. I even liked that recent long copy ad more than most. But using Apple in a copywriting blog post is just so obvious. Everyone has done it. Now, just a few posts in, I’m breaking my rule and joining them. But bear with me.
It’s a look at Apple’s copy, and website copywriting – but I’m going a bit deeper into a single, specific technique. It’s one that I’ve stolen already. One you’ve seen fifteen times already on this page.
Make that sixteen.