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Joining Apple in 1993, David Graham spent the next ten years honing his writing skills and learning how to persuade people to buy big-ticket items in the digital age: “If you want to learn from a company that gets it right, I recommend studying the Apple website,” he says. Salesmanship was one of Apple co-founder Steve Jobs’s many gifts, and the company’s website embodies that: “It’s a transactional website with a single underlying purpose: charming people into buying,” David notes. “Visitors are relentlessly sold on Apple products, but the selling is handled so deftly, tastefully and understatedly that you’re barely aware of the subtle pitching as you’re nudged through the purchase cycle. I was one of the Apple writers who helped the company do that. To see what I mean, scroll down and check out samples of my work for Apple (below). Or see my work for Google, Lexus and Nissan.” |
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