People are a bit down on Apple right now.  The iPhone is 5 years old.  The stock didn’t double in price again this year.  New products are ho-hum.  And now Samsung releases the Galaxy S4.  Looks like the end is near!

I laugh because this great company has stockpiled enough cash to buy Visa (the entire company)  for cash!  And they aren’t announcing their upcoming product plans any time soon.

But they did do something interesting with their email messaging yesterday.

They took an opportunity to respond to their customers and remind them why the iPhone is a great product… which it never hurts to do from time to time.

Here’s what they sent out.

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They took a softer approach in the email opening but they wanted to make a point.  The point is follow the crowd.  iPhones are popular and their strategy is to remind you why.

But then they do a good thing.  The body of the email goes on the make their case why.

That’s the important marketing point.  Whenever you have an opportunity to ‘tell why’ you should take it.  Your readers just don’t know what’s what until you explain it.

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I can hear your argument now.  People don’t want to read.  You are partially right.  The real issue is people don’t want to read non-relevant stuff.  But if you have something relevant to your reader, they will read.

Don’t be shy to tell your story, state your case.  Apple did.