Show, Don't Tell

The difference between Apple and Google marketing, i.e., best in class vs mediocre, you say? Show, don't tell.

That’s the immediate thought I had after watching Google's latest smartphone launch event. This marketing method is crazy simple and can be applied to other products and industries.

It’s also a technique anyone can utilize with ease.

Let's compare the iPhone 15 vs Pixel 9 launch events to see why.

1) Apple: "It (iPhone 15 Pro) delivers the most incredible photos and videos."

Google: "For 25 years, we've invested in world-class technical infrastructure."

2) Apple: "We created experiences that make a real difference in our users' daily lives"

Google: "Just because they (users) want a pro phone, doesn't necessarily mean they want a big phone"

3) Apple: "You'll feel it as soon as you pick it up"

Google: "They (Pixels) have the same sleek design, premium craftsmanship, and processing power."

4) Apple: "The main camera can capture unbelievable detail"

Google: "The highest-quality video on a smartphone"

Are you getting it yet? Show don't tell.