The Apple way of doing things has become more than a trend. Whether you’re an Apple user or not, you likely understand they are one of the strongest voices the content world has ever seen. They have such clear, straightforward messaging. It seems everyone is either studying how they do it, or trying to replicate their strategy. At the Apple Event on Tuesday, I took special note of how they introduced a new product, the Apple Airtag. I thought I’d share some observations about how they introduced it, hoping this will inspire you in your next launch.
Leading with Solutions
Before even beginning to describe what their newest product was, Apple explained the problems it will help solve. At Ethos3, we believe strongly in weaving empathy in your narrative and presentation style to gain the trust of your audience. The creative tagline for the Apple Airtag was, “Attach one to your keys, slip another in your backpack. Just like that, they’re on your radar in the Find My app.”
Let’s break that down. It’s not only that they share the solution that the product they aren’t even really describing will solve, but they go even further to include you in the narrative by linking it to something you already likely have and use, which is their “Find My” app. This is true content genius. If you’re taking notes, be sure to write down that empathy will create intrigue. Then, find a way to manifest that in your next narrative.
Downplaying the Competition
Now, here’s the thing. The Apple Airtag is not a first-of-its-kind product. There are many other brands that have already launched their helpful tags. You can attach any one of them to your keys to “lose your knack for losing things.” But the difference here is that Apple only focuses on their brand. In fact, they only mention competitors when mentioning features are “an industry first.” They don’t refer to anyone in particular, and don’t call out what other companies aren’t already providing. Instead, they focus on what makes their product superior. By simply stating all of its benefits, and highlighting the ones no one else has even thought up yet, they show they have the edge.
Anticipating pain points
Security is a top concern for users when choosing any device, especially one with location-sharing capabilities. Knowing this, a huge part of the Apple Airtag launch focused on the encryption measures they put in place to keep your information safe. They very clearly and simply stated the technology they painstakingly created with their user in mind. They created a sense of trust and value by sharing that they believe “privacy is a human right.” They cleverly tell their audience that their product is intended to find objects, not people. This way, they were able to control the narrative and get ahead of the anxiety that may plague their intended users.
By weaving security, simplicity, and exclusivity in their narrative, Apple has continued to be a brand beloved by users around the world. Give their Apple Event a watch and observe the body language of each speaker. Notice the cadence in their storytelling. Pay attention to the words they put on the screen and the intentionality of color used. View every presentation as a chance to encounter genius, and adapt it to your narrative. Need someone to find the genius hidden in your content? We’d love to help! We’ve got a proprietary presentation tool called Badge that helps you figure out who you are as a presenter, and shows you how to build on your strengths while eliminating your weaknesses. Reach out today to find out more!
