What Apple Knew in 2006 That Most Creators Still Don’t

Hey Beyonder! 👋

Last night, I watched an old Apple ad from 2005. It was full of processor speeds and RAM numbers. So boring!

Then I saw a "Get a Mac" ad from 2006. What a difference!

This huge change in how Apple told its story changed my view on content creation forever.

The Problem: Tech Talk Nobody Understood

Back in the early 2000s, Apple ads looked like this:

"The new Mac features a PowerPC G5 processor with 256MB RAM and 40GB storage."

Most people just heard: "Blah blah blah technical stuff."

Only tech nerds cared. Everyone else was lost.

The Fix: People, Not Products

In 2006, Apple tried something new. They created the "I'm a Mac, I'm a PC" ads.

• No tech specs

• Two regular guys (Mac and PC)

• Simple, funny stories

• Real problems we all face

They showed a cool, relaxed Mac guy next to a stressed, suited PC guy having everyday problems.

Why It Worked So Well

Instead of saying "our product is better," they showed how it made life better:

• PC: "I caught another virus." Mac: "I don't get those."

• PC crashes while Mac keeps working

• PC gets stuck in paperwork while Mac makes fun videos

People suddenly understood the benefits without any tech talk!

The Simple Story-First Framework

The Amazing Results

• Mac sales saw a significant jump in the first year following the campaign 📈

• Apple's brand became cool and friendly 😎

• People started saying "I'm a Mac person"👩‍💻

• Campaign ran for 4 years (66 different ads!)

Try This With Your Content

Old way: "My photography course includes 10 modules and 50 techniques."

New way: "Meet Josh. He couldn't take good vacation photos. After one lesson, his Instagram blew up with likes."

Your Challenge This Week

Reply to this email with your before-and-after examples!

What could you explain through a simple story today?

Keep telling stories,

Epaphra