Developing an Effective Creative Message

In 2021, Amazon provided us with numerous opportunities to present our worldview and why customers should choose our product over others. It begins with the copy you choose in your Header, continues with video advertising, and concludes with messages on the product page.

Today, I want to give you an excellent example of presenting a product, which turned it into one of the best-selling products in the world.

Apple didn't invent the MP3 format, nor did they invent the technology that allows us to store songs on a portable device. This was achieved by a Singaporean company called Creative Technology, which invented the portable MP3 player, allowing us to store hundreds and thousands of songs on a small device and listen to them whenever and wherever we want.

However, two years later, Apple launched the iPod, which quickly became one of the best-selling products in the world and a household name for portable song storage.

Despite Creative Technology's more extensive experience, qualifications, and ability to dominate this category on paper, Apple simply captured the spotlight with creative simplicity. The rest is history.

What did Apple do differently?

When Creative Technology promoted its product, the message was, "5GB mp3 player."

When Apple did it, the message was, "1,000 songs in your pocket."

I challenge you to take a look at your strongest competitors, see how they present their product, and what marketing messages they use. Then, think about a different, concise, and smart message that highlights your product's benefits and not just its features.

Have a great weekend!