Is this one of the best product descriptions ever?

Let’s take a step back in time to 23rd October 2001.

That was the day Apple CEO Steve Jobs, in a low-key event, introduced the iPod to the world.

The iPod was a breakthrough music player.

It had a thin 5GB hard drive. It weighed 6.5 ounces.

So the iPod had high storage capacity.

And it was really portable.

Now, most companies would have introduced it as: The super high storage, ultra portable music device.

But for everyday people, it would be hard to imagine phrases like high storage or ultra portable.

So that wasn’t how Steve Jobs introduced the iPod.

Instead, he summed up the iPod perfectly.

1,000 songs in your pocket.

Why is that powerful copywriting?

Because it’s easy to imagine the iPod sitting snugly in your pocket (portable), with enough songs to last for days (5GB hard drive).

Whoever wrote that line was a genius.

That kind of copywriting is tangible.

It can be imagined. It can be pictured in our heads.

“1000 songs” is the tangible benefit you get from having 5GB of storage.

“In your pocket” feels more concrete than using words like ‘portable’.

That copywriting technique avoided adjectives, and embraced nouns.

Nouns that refer to objects, or places, or people.

That is how Apple connects with people.

By turning abstract, technical terms into something familiar. Something they can imagine.

When people can imagine themselves using the tech, they can imagine themselves buying it.