How Apple Captivates Prospects and How You Can, Too


In the most recent Monday Mash-Up, I shared with you this ad from Apple which I love:

Great visual storytelling. Great special effects.  But as great as the “Jump” ad is, it’s not the greatest I’ve seen from Apple. This one, named “Bounce,” is even better:

When Apple released this ad in 2019, I showed the ad to a client and asked, “What does Apple sell?”

I shared that story in an email:

My client watched the video, and then I repeated the question: “What does Apple sell?”

She hesitated.

I gave her a hint: Apple doesn’t sell AirPods.

Apple sells the outcome, the benefit that people experience from buying AirPods.

She smiled and said, “Apple sells  spring in your step.”


“And…?” I asked.

Her eyes lit up and she said, “Apple sells a cure for the doldrums,”

Double bingo!!!

Watch the video. You see it, don’t you?

Not a single word spoken about the product. Just a story, about a young man dragging himself off his bed, dreading the day ahead, literally forcing a smile on his frowning face, trudging out the door with shoulders slumped, until…

…That music begins to play through those Airpods and…

Spring in his step.

Goodbye doldrums.

Apple doesn’t sell products. Apple doesn’t sell AirPods. Apples sells the transformation from doldrums to bounce.

You don’t sell products or services, either. Like Apple, you sell transformations.

Apple tells great stories.

Great stories describe transformations. That’s why great stories captivate prospects and inspire them to buy.

Don't go away yet..

p.s. Coaches, authors, and consultants hire me to power-up their creative content and storytelling to captivate prospects, stand-out and book more business.

Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:

1) Get the Story Power Profit Pack -- 52 Strategies, Tips, and Tactics  to Transform Your Content from Ignored to Adored.

2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”

3) Become a Story Power VIP: Master how to discover, assemble, and deliver business-building stories. Twice-monthly live masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.

4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.

5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.