Graham Writes for Apple

If you want to learn from a com­pany that gets it right, study the Apple web­site. It’s a trans­ac­tional web­site with a sin­gle under­ly­ing pur­pose: per­suade peo­ple to buy Apple prod­ucts. 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, check out sam­ples of my work for Apple (below). Or see my work for Google, Lexus and Nis­san.