Value Propositions: If you have to say it, it probably isn’t true.

Apple has joined the posers.

“We love our customers!”

“We are the leader!”

“We start by asking, ‘How will it make you feel?'”

Apple was one of those brands that just didn’t have to say how they worked. They created products we didn’t expect and then showed us the products — with the same style that they built them.

This commercial is beautiful, a stylistic way to make an important point.

But it’s all about them. Not me.

I don’t think this bodes well for Apple.

If you can show how you’re different, remarkable or interesting don’t say it. If you have to say it, it probably isn’t true.

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Brian Massey is the Founder and Conversion Scientist™ at Conversion Sciences. He is the author of Your Customer Creation Equation. His rare combination of interests, experience and neuroses were developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, international speaker and writer.


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  • I agree 100% with your principle Bryan. Sadly, I see the technique work far too often.

  • Apple may well be in a situation in which they can no longer “show it” and have to support the brand with “saying it.” Yes, it does work, but isn’t the preferable way.

  • Pluralis

    This is the type of video that will not hold viewer attention. It would be very challenging to place it in a context that would make it effective.

    • The video might be effective when viewed by designers who are Apple acolytes. In other words, this may be apple selling to themselves. Incidentally, I think it was played at the live unveiling event recently.

  • This is a big time “who cares?” Spot on Brian.

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