How to Write like Apple

As David Ogilvy said, ‘We cant bore people into buying,

Or – We cant bore learners into learning.  

But how do we make our modlettes interesting?  

Well think about this:

What makes you excited about what you’re teaching? And how can you educate your learners so they get excited too?  

The FAB (which I learned 40 years ago) formula is perfect for educating learners what the modlette has in store for them.

F = Feature = an aspect of a modlette

A =Advantage = what the learning can mean for the learner

B = Benefit = why this is important to the learner.  

Here’s an example of Apple’s copy: “The new USB-C connector lets you charge your Mac or iPad with the same cable you use to charge iPhone15 Pro. Bye-bye cable clutter.”

Here’s how that works:

Feature: The new USB-C connector

Advantage: Charge your Mac or iPad with the same cable you use to charge iPhone15 Pro.

Benefit: No more cable clutter (yay!)  

You see this FAB formula in action on Apple’s website a lot.  

And the more you read, the more you learn about the iPhone, and the more desirable the iPhone becomes.  

So to be good at selling, you don’t need sneaky or pushy tactics. You need a good product or service.  

How does this translate into modlettes?   Let’s look at a modlette about coaching interviews:

Feature: A model for an ideal corrective coaching interview

Advantage: Conduct an interview with proper preparation

Benefit: Conduct corrective interviews with perfect confidence.  

So your introduction to your modlette will read: “Corrective coaching … this modlette will help you use a model to conduct a corrective coaching interview with confidence”.  

This statement tells the learner what the benefit will be for them, “Confidence and Certainty”.

This shows that your modlettes are good for providing great learning for your “Customers”.

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