With just 3 words, Apple ran one of the most influential campaigns. It challenged the perception that computers are complex and are designed for technical users.

The copy is as integral as the creative. A simple copy can be creative and powerful. Read further to learn how to write one.

There is no ‘marketing’ copy. At the core of it, an excellent copy is always a ‘product’ copy. It communicates the core message that challenges the audience’s perspective. Incremental innovation does not get press coverage; drastic innovation does. Amazon leverages this insight well. Amazon’s product managers must write press release before building the product. Forces them to dream big!

Step1: Brief

• Identify the problem you want to solve through the copy.
• How do you make your product stand out from the competition? What message can your competitors not copy from you? (Example - No one can copy Apple’s privacy message).
• How do you build a connection with the audience?
• The brief should establish what thought inertia it wants to challenge. (Example - Disrupt PC buying inertia by highlighting iPad’s superpower to help people reconsider and re-establish what an iPad is for)

Step2: The What, Who, Where

• What: Identify what to do with the brief. Identify the solution and narrow down the message.
• Who: Create different segments wrt demographics and habits. And construct ICPs for each tweaked message.
• Where: Identify channels where different versions of copy would circulate.