Portals and Apple

Apple has released an incredibly simple and provocative image to promote an upcoming event to the press. An article in Fast Company excitedly discusses what this image could mean about a new Mac OS X announcement:

There’s a reason this image so effectively stirs Fast Company’s imagination, and undoubtedly millions of others.


This year’s June 15th Monday Morning Memo from the Wizard of Ads discusses portals in depth. Here are some excerpts:

Doorways, windows, tunnels, bridges and stairs are portals. Each of these whispers a promise of change, “Things beyond here are different than where you are.”

I’m teaching you about portals and partial reveals because customers prefer to spend their time in places where there’s more to explore, the lure of discovery, a promise of adventure.

…An open portal offers a partial reveal…

A partial reveal is a glimpse, an enticement, a tease. Occasionally it’s offered through an open portal, but more often through a space between impediments…

Curiosity is stimulated by a partial reveal. If this were not true, there would be no long skirts with slits up the side and men would not buy their wives negligees.

The people at Apple have proven themselves masters of design and now they display their mastery of portals. Apple’s press and marketing teams are whetting the appetites of the whole world with this imagery — but that’s just the first step.

A partial reveal makes a promise of something to come. Next comes the full reveal:

A full reveal delivers the promise of the partial reveal. You catch a glimpse – the partial reveal – and are drawn toward the carefully crafted full reveal. BAM! Your world is rocked.

This is what makes Steve Jobs famous.

First you must build a portal, and through it a partial reveal. Do this with your copy, your website, your advertisements and your sales process. Work your audience into a fervor of anticipation, salivating to see more and culminating with the release of something truly remarkable.

You do sell something truly remarkable, don’t you?

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