Apple’s “Shot on iPhone” campaign

I must have seen 100 Samsung ads last year. I don’t remember any of them. Too much boring information.

Shot on iPhone is three words, no information. It doesn't dwell on features. Instead, it brings to life the outcome.

And it’s believable. REAL photos from regular people. If Liz from Vacaville can do it so can I.

• Sell outcomes, not features

• Narrow your focus

• Nothing is more believable than real customers

* * *

Thanks for reading. If you liked this you might like my guide to Real Marketing.

— Harry