- Snapchat is rolling out its own ad manager instead of relying on third-party brokers (still demographics-base targeting, but their snap-to-store might indicate they’ll move away from that model).
- Apple had its 2017 earnings call: they’re doing fine with strong MacBook Pro/Services (source, source)/AirPods/Apple Watch (source, source) sales, they’ve become the world’s Nº1 wearable vendor with the Apple Watch which will soon support snow sports, and added referral info to App Store Analytics;
- Apple has also hired a NASA AR expert (here’s how NASA uses HTV Vive to train astronauts);
JTBD and Copyrighting 👩💼✒️
Efficient copyrighting is clear and relatable: not only you need to share your customer’s language, you also need to send them the right message.
User interviews are a good way to discover how your customers may describe the situation they’re in and the outcome they want to achieve, and their understanding of your own jargon and processes (more on JTBD interviews).
This “JTBD Camera (purchase) Interview" has a good example: we hear the customer describing the photography term “ISO” simply as something that “made the picture brighter” (an outcome!).
And in “The Magic Formula to Describe a Product in one Sentence” a “You do X and Y happens” formula is used by funders to describe how things work: Facebook - “Something where you can type someone’s name and find out a bunch of information about them.”; Uber - “You push a button and in five minutes a Mercedes picks you up and takes you where you want to go.”. In user interviews, I usually ask “How would you describe it to a friend” for learning how people perceive the process/feature to work.
The Right Message
So given we’ve got the customer’s language, we can use what we learn about the user’s context and desired outcome to craft an efficient copyright e.g. assuming Intercom has captured the right context (difficult to use tools) and outcome (personalized customer communication): “Communicating with customers shouldn’t be this hard, with Intercom it’s simple, personal, and fun for everyone”; compare this to: “Service Cloud Einstein gives you faster, smarter customer service.” – which says nothing about simplicity, or personalization, and includes product name jargon.
Aside: In “People Who Speak the Right Language Win”, Rafal also mentions how the jargon-free customer language brings clarity to your team as an added bonus.
- 🍎 Apple’s iMessage has 24bn messages/day (WhatsApp had a 63bn peak in NYE);
- 💬 WhatsApp’s ‘Status’ Snapchat clone hits 175M DAUs in 10 weeks (Snapchat has 160M DAUs);
- 📷Instagram has 700M MAUs total (2x Twitter, 80% non-U.S.):