It’s not often that you come across copycats in marketing, right? Then again, maybe you do actually.
Here’s an example of Apple.. I mean HP promoting its new TouchPad with WebOS:
Why do I mention Apple? This is why. The Apple iPad (original) announcement:
And the iPad 2 announcement:
So why is this an email winner instead of failure when HP is clearly copying the style (sans the white background) of Apple’s product emails? Let’s just say it is better to copy something nice than come up with something bad. HP has skipped focus on specs of exterior and interior and moved on to focus on experience: keywords like power, connect, etc. Apple even uses words like magical and revolutionary. HP is not quite there yet, but selling the experience instead of the silicon. Even the last sentence is a bit of Sony style: ‘like nothing else’ Sony’s brand saying ‘like no other’.
In the future all product makers will send product announcement emails with just a tagline (‘solves all your problems’ or ‘will send your mother-in-law to another dimension’ ) and a [BUY NOW] button. Mark my words!