Describing our apps is really hard and there are certain formulas which we should use to get Apple’s attention. A compelling app description is what you will need to get someone’s attention really quickly and make them lean forward. Whether you are doing an email pitch or filling out an Apple form, you can employ these formulas, which are three of my favorite hooks:

  • Your App = Product A + Product B – A subject line that you can use, for example, is “Scrabble meets Solitaire”.
  • Lead with Social Proof – Show that you already have a leg up and have already done something. An example for this is writing the following in the first line of your app description“ I. Powered Meditations from Renowned Teachers”. So what’s the social proof? Anytime you have something powered by A.I. works well and the word ‘renowned’ has weight in it. Try playing with words which are not too familiar but not too hard to comprehend as well just to make things fresh. Instead of the usual ‘famous’, I used ‘renowned’ in this case.
  • Use Popular Culture – A subject line which I used which got one of our clients featured is “X-games like hand eye coordination with Paintball Rush”. Sometimes it’s hard to talk about games in a cool way so leverage on terms and pop language so your target market can relate and can grab their attention.


Steve Young

Founder at AppMasters
I started building apps in 2011 and my first app hit #8 under educational games. I started making a few hundred dollars a month, but had no idea what I was doing. Then in 2013 I decided to start a podcast so I could pick the brains of app creators that I admired including the co-founder of Shazam, Tapbots, Crossy Road, etc and that changed everything.

Now I run an app marketing agency where we’ve helped 28 clients get featured by Apple, 5X downloads with ASO, and get coverage on Techcrunch, Mashable, Venture Beat and other major publications. I also write about apps on The Next Web,, and on my blog