Leverage Apple and Google's two-word strategy to craft winning messages that sell new products

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 22, 2021, 4:28 PM UTC

Tech giants like Apple and Google follow the simple "So What?" test to craft messages that excite customers and sell new products.

During a product launch, most companies find it challenging to explain the technical elements of the product while also making it exciting and simple enough for others to understand. Conducting the "So What?" test can help companies balance technical information for the people who want it and simple top-level messages for everyone else.

Naturally, speakers during a product launch can get highly technical. For instance, some Apple customers would be interested in knowing that the new MacBook Pro notebooks' custom-made silicon called M1 Pro has specs like 33.7 billion transistors, eight high-performance cores. That is when they should answer the question, "So what?"

Apple explained the specs by stating, "Everything is incredibly fast and responsive during its product launch. Apps wake instantly. It offers incredible performance and incredible battery life, so you can compile more code or edit more video on a single charge."

Before crafting a product launch message, companies should first identify their customers' pain points and what would surprise and delight these customers. Apart from showcasing the technical details, highlight the benefits of the products to get prospects excited about the product.

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