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. |
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