I hope this isn’t getting complicated. Two days ago I wrote that we should all be using more video in our lives – both personally and professionally. Yesterday I showed a video where inhibition went out the window and I said, “Yes. We should all be more like that.” Now here’s one more video fresh out today from a source (Apple) that usually really gets how to communicate honest enthusiasm, but this time (I think) missed the mark. In fact, this video gives us the best of both worlds.
The first guy in the video is fine (at first). Love the accent. The second guy is great. He sounds like a normal person. I trust him. He sounds like he’s giving his honest assessment of the product. Then we go back to the first guy and he gives us this:
There’s no up. There’s no down. There’s no right or wrong way of holding it. I don’t have to change myself to fit the product. It fits me.
Now I know this is a promotional video, but have you ever been frustrated that your computer or smart phone or Kindle had an up? Have you then cried out in frustration that you must change yourself to fit this aggravating up only orientation?
The rotating screen is cool. So talk about it like it’s cool. Instead Apple is trying too hard to express the wonderfulness of their new product. It gets worse. Guy number 3 tells us:
If you see something, you just reach out and tap it. It’s completely natural. You don’t even think about it. You just . . . DO.
I hope you can actually see the video, because this guy truly seems like he would fit in an 80’s SNL spoof commercial telling us about the wonders of a bank that just makes change. His enthusiasm seems either fake or unhealthy, like he’s the guy you slowly edge yourself away from at the cocktail party.
Thankfully, guy number 4 brings us back to a way of speaking that feels honest. The word to describe him – natural.
We all sell – whether product or ideas, whether to customers, colleagues, kids, or spouses. And we all buy. As for me, I’d rather buy my iPad from guy 2 or 4.
SIDE NOTE: The one place Apple could have been unnatural in a good way they also failed. Four speakers in the video. Four white guys. Surprising.