Why Everybody Loves Apple


Monday, December 12, 2022


Ray Edwards

Apple makes products that are so cool, a product demo alone is enough to make the sale. But that doesn't mean Apple isn't “selling”. It's just that they've compressed the old AIDA formula into a one-step sale (on a surface level, anyway). Here's what I mean… let's break down Apple's typical product demo using AIDA as the framework. Steve Jobs steps onto the stage and begins talking…

We know he's going to say something interesting, because he always does.

Ah, he's talking about Apple TV. He's hinting they've done something new. He's actually talking about the shortcomings of Apple TV! Now I'm interested for sure…

He shows the super tiny NEW version. He demos the cool new features. I'm beginning to salivate. The he drops the bomb… the unbelievable low price.

Steve mentions the date it's available. Everyone listening is ready to buy now. Anticipation is near frenzy level.

Andy Jenkins has duplicated this process fairly well with his launch of Kajabi, the integrated marketing platform. It's been kind of amusing to see how people are actually angry they can't give Andy their money yet (maybe by the time you read this they will have opened the doors).

Good exercise: think about how you can duplicate Apple's process in your own business.


Ray Edwards

Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at RayEdwards.com


Hi, I'm Ray Edwards

Bestselling Author

I teach thought leaders, entrepreneurs, and business owners how to write the words that sell their products, services, and ideas.



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