Think Different

 

Nicolas Cole Nicolas Cole 🚢👻  Premium • 3rd+I talk about digital writing, ghostwriting, and self-publishing | Co-Founder Ship 30, Typeshare, Write With AI, Premium Ghostwriting Academy | Author of 10 books | DM "👻" if you want to land high-paying writing clientsI talk about digital writing, ghostwriting, and self-publishing | Co-Founder Ship 30, Typeshare, Write With AI, Premium Ghostwriting Academy | Author of 10 books | DM "👻" if you want to land high-paying writing clients

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15 hours ago • Visible to anyone on or off LinkedIn

In 1997, Apple was 90 days from bankruptcy.
Running out of options, they took a gamble:
At the time:
• Apple's brand message was a mess
• Their sales were plummeting
• And cash was running low
Steve Jobs needed someone who could turn complex tech into simple stories.
Enter Ken Segall, the creative director who'd write the words to define Apple.
His first task?
Create a campaign to tell the world Apple was back.
Segall's team presented several campaigns to Jobs.
But one stood above the rest:
"Think Different"
Two simple words that would become the foundation of Apple's revival.

Segall used 5 writing rules to bring Apple back from the brink:
1. Simplicity is power.
• Remove every unnecessary word
• Cut complex explanations
• Focus on emotional impact
The "Think Different" tagline is just 2 words, and the campaign was full of black & white photos.
2. The name tells the story.
Before Segall, Apple's computers had names like Performa 6400, PowerBook 5300, & Macintosh Quadra 800.
Segall convinced Jobs to simplify everything to "i" products:
• iMac
• iPad
• iPhone
Steve Jobs wanted to call Apple’s new computer "MacMan," even though it sounded like a toy.
Segall pitched "iMac," with a focus on simplicity and the internet.
Jobs hated it.
Eventually, he quietly approved it (after rejecting other names).
Segall later joked, "Without it, we’d have PhoneMans and PadMans today."
3. Write like you talk.
Before Segall, Apple's marketing was filled with technical jargon and specs.
He transformed it into copy that was:
• Simple
• Conversational
• Easy to understand
4. Find the drama.
Every product needed a story:
• iPod: 1,000 songs in your pocket
• iPhone: A revolutionary mobile phone
• iMac: The internet computer for everyone
This would capture the customer's imagination.
5. Follow proven frameworks.
His writing framework was simple:
• Start with the problem (make it personal)
• Build emotional tension (highlight the stakes)
• Introduce the solution (make it irresistible)
• Show the transformation (paint the "after")
• End with a clear CTA (drive action)
The power of great writing transformed Apple from near bankruptcy to the world's most valuable company.
But the modern-day Segalls aren't writing for Apple.
They're ghostwriters scaling the message of founders, CEOs, and businesses.
Because every founder & industry leader needs a Ken Segall to scale their message online.
But founders are too busy building to write—creating massive demand for skilled ghostwriters.
I know because I've made $3,000,000+ ghostwriting for over 300 industry leaders:
• Founders
• Executives
• NYT best-selling authors
And right now, ghostwriting on LinkedIn is the easiest way to get started.

I put together a free, 5-day email course to help you land high-paying writing clients.
Get started here: https://lnkd.in/ea6dTn8z