It was a bad moment. I felt like “PC Guy” from the “Get a Mac” commercial was trying to sell me an Apple product. It gave me the heebie-jeebies.
It all started when I checked my email and found an email from Apple with a subject line that said, “The new Mac Pro. Now with 8 cores standard.”
Like many email users, I don’t automatically enable HTML images. So, I have to click to allow the images to be shown. The result: The Apple email looks like a fancy design of gray and black with absolutely nothing there.
The subject line (“The new Mac Pro. Now with 8 cores standard.”) means nothing to me. How is that a benefit? It certainly doesn’t excite me enough to explore further, but since I’m an Apple fan, let’s say I decide to keep going.
When I did finally enable the image, I see the computer tower…
The call to action above the fold is “Configure now.” Wow, that’s really exciting!
I’m a Humanistic type (as opposed to Spontaneous, Competitive, or Methodical), so the word “configure” holds no scent for me — it sounds like something really technical you do with a graphing calculator. No thanks.
But for argument’s sake, let’s say I’m curious enough to continue and see this landing page:
Could they possibly use more techno-speak? There isn’t a word here of that wonderful, personal, easy-to-understand Apple language.
If this were designed for Methodical types, I’d give it high marks. Even if she didn’t have her images enabled, the Methodical customer might scroll down and see there was indeed some text in the email. She would probably like the word “configure” and appreciate all those wonderful technical specs, and a subject line like, “Now with 8 cores standard.”
But for the other types, this scenario bombs.
Spontaneous customers who don’t have images enabled on their email will likely not even open it with that subject line, and if they see nothing but a black and gray design with nothing in it, they’re gone.
Humanistics won’t often get past that subject line, either. Where’s the wonderful everyday language and engaging images? I’d like to see that nice guy from the TV commercials telling me why this new Mac Pro would be great for me. I bet he could do a good job of putting it into plain English and making me feel good about the product.
Competitives might like the subject line, but they want benefits, not features. How will this help them do more, be better, have a superior computer to what they have today? They also will bail if they don’t have images enabled. They are almost as impatient as the Spontaneous folks. Here’s the sad thing: There’s actually great copy for Competitives like, “Once reserved for the top of the line, 8-core processing power is now at the heart of the Mac Pro.” Same feature, but delivered in a benefit-oriented fashion Competitives would love — yet it’s below the fold where, unlike the Methodical customer, they may not scroll to see it (they’re much too fast-paced).
Bottom line: The whole scenario feels like it was designed by that “PC guy.” I want my Mac guy back.