It’s shameless, really, the way I dote. To some of my friends, it’s even downright embarrassing. Yes, I confess, I’m crazy for Cupertino — particularly the stuff that comes out of you-know-which-company.
The iPad and iPods, Macbooks, Minis, the Time Machine, the iMacs, the iSight and more — you name the Apple product, and it has passed through the halls of our home and/or extended family. Many of us are shareholders too.
Twice, I’ve even been contacted to write copy for Apple product launches (I would have loved to, but didn’t have the time in my schedule to work on what they needed done).
Why such devotion? If you’re in the same boat as I am, you “know” already. If not, you might think I’m a fool. Especially if you’re as skeptical as I usually am about the whole idea of “brand” marketing.
But here’s the thing, and I think it’s all worth noting for the sake of yours and my own marketing careers… Apple, like any other brand with clout, didn’t buy their following. They earned it. And they continue to do so.
Before you groan and roll eyes skyward, listen.
Less than 12 hours ago, my wife and I ordered a copy of an episode of the U.S. version of “The Office” from the iTunes store. It wasn’t the first time, but I accidentally clicked the link for the HD version instead of the Standard Version.
No big deal, except that it costs $1 more and has twice the file size. So I shot a note to Apple. In that short span, I got this reply:
I understand that the HD version of The Office episode, “Body Language” was purchased accidentally. I know you must be eager to have this taken care of. I am so sorry for any inconvenience this has caused. My name is John from the iTunes Store and I will do my best to help you.
John, I deeply apologize,but I was unable to locate your account based on the information that you supplied, Please reply back with the account name and the order number of the purchase.
Here is how to review your iTunes Store account’s purchase history, just follow the steps in this article:
Seeing your iTunes Store purchase history and order numbers
Once I receive your email. I will do my best to credit you for the video.
Thank you so much for your understanding. I look forward to your reply.
Have a great day, John.
iTunes Store Customer Support
Remember, this is over an issue worth $1. I’m tempted to just let them keep it, as long as they promise to more clearly mark the links — which, by the way, I’ll bet you they will.
The company definitely makes mistakes sometimes. And no, they won’t last forever. Who can forget, after all, their big lapse in quality, innovation, hipness, and share price back in the days of John Sculley as CEO.
But here’s what I think you want to notice… Apple does well right now not just because they hire the best copywriters, but because they make sure they offer the products and service that are an easy sell.
Much as I’m not a Windows fan, I acknowledge they did the same in their early days. They appear to be doing so again, with Windows 7. Or starting to, anyway. Google, too, earns their brand recognition with a great product and not just a great marketing team.
The list could probably go on.
From a professional copywriter’s perspective, the lesson here is simple. You want to write the best copy you can to make the best effort to sell, of course. But write it when you can for the companies that serve the customers they’re selling to.
Doing that alone could radically increase the success of your career.