Emotional Appeal

30 Apr Emotional Appeal

Everybody knows the iPhone is toast. Google’s Android operating system is more advanced. The Samsung Galaxy is bigger, technologically superior. HTC has Facebook. Blackberry is better for email and business… Investors have battered Apple’s once high-flying stock.

Maybe, but Apple still gets one thing better than any it’s competitors: It’s not about what the iPhone can do. It’s about what you can do with your iPhone and how that makes you feel.

Take two minutes to click on and watch the two commercials below:



Apple iPhone

Samsung Galaxy S4

Would you rather own the phone that “senses when you are close” or the one that makes you and your child happy?

Local media companies tend to dwell on what our products do, not what people can do with our products. The future may depend on our ability to learn how to communicate our benefits with emotion.