The Power of Concrete Language in Marketing

This chapter examines how Apple leverages behavioral science principles, particularly the use of concrete language, to enhance consumer memory and engagement in its marketing strategies. By illustrating complex ideas with relatable imagery, like 'a thousand songs in your pocket,' Apple effectively communicates abstract concepts in a memorable way. The chapter also discusses the role of 'fluent devices' in advertising and emphasizes the importance of simplicity and clarity in communication for influencing consumer decisions.