#5 An emotion-lack keynote

Apple, you used to be cool

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This is an opinion of the iPhone 13 keynote. If you have not seen it yet, here is the link.

Apple used to play this card really well. They played with the emotions when selling their products. All the time. They improve the camera: your family memories will look better. Until this keynote.

In previous keynotes, Apple was showing families or groups of friends using their products. In this one they changed the focus completely. All the usage of the new cameras and the new features were showing a Hollywood-ish scene in action. Which audience are you targeting here Apple? People that don’t understand what rack focus is will think is as cool effect. But will relate to what they expect from a phone? I don’t think so. The average iPhone user would love to see their family memories get a quality improvement, and they won't empathize with a movie scene.

In my case, personally, I enjoyed it. I love creating videos, so the showcase made me imagine what I could do with the phone. So, in my opinion, it was an event for the nerds. Nits, operations per second, herzts and f/1.6 cameras. These numbers mean nothing to the average user. Unless you are a tech person that understands what it means.

And I think this is part of the reason for the disappointment that we see after the presentation: "Not enough changes worth to upgrade", "As expensive as a MacBook air".

Because, when you captivate with emotion, people forget about the price. And when you focus on numbers and specs people will remember this. The numbers.

The 7-shot sequence framework

Sometimes having enough coverage while editing a video sequence is complicated. This week, Becki and Chris shared their approach when they need to record something. Basically, these are the 7 shots they do for any story they want to tell:

• 1 Establishing shot: Something that tells the audience where are we. Could be a tripod wide shot, a drone shot…

• 2 Medium/Wide shots showing the action: We need to see the action so the medium shots are a must.

• 2 Close/Ups: Showing the details of the action happening

• 1 Unexpected shot: Think about cool angles or a shot that people don’t expect to see in the sequence.

• 1 Abstract shot: could be a macro shot, or something more artsy.

Here you can see their video with an example and the reasoning behind:

6 Frameworks for better copywriting

This Twitter thread of Twitter threads is full of tips and books from great copyrighters. If you want to improve your writing, you will find out a lot of things to try. All in a short-format of a tweet.

Dickie Bush 🚢 @dickiebush

College completely failed in teaching me how to write. So I spent over 500 hours studying legendary authors and copywriters. Then, I distilled what I learned into 6 simple frameworks. But unlike college, these won't cost you $120,000. Here they are for free:

Why Raw Youtube videos feel more authentic?

During the week after the iPhone release all media goes to cover the announcement. They explain the specs, youtubers do reviews of the new phone, and we all wonder if we should buy it or not.

For the iPhone 13 I really liked the approach of Peter Mckinnon. It felt like a raw clip of him in his office showing what he would try with the new phone. Nothing fancy. Very raw. The feeling of being in his office while understanding what the new phone does was 10/10.

Found it useful?

See you next week!