‘Marketing is really theatre. It’s like staging a performance.’ John Sculley
The story that takes center stage –
Writing→ sketching→ producing
Nine elements of great presentations
- Apple’s skinny Macbook is fat with features
- Apple unleashes leopard operating system
- Apple shrinks ipod
- Passion statement
- “I’m excited about this product & company, initiative, feature, etc. because it …. “
- Three key messages
- Easily recalled without the necessity of looking at notes.
- Listeners can recall only three or four points in short-term memory.
- Each of the key messages will be followed by supporting points.
- Metaphors and analogies
- What a computer is to me is the most remarkable tool that we have ever come up with. It’s the equivalent of a bicycle for our minds.
- We’re playing for the same team
- Don’t be so sad. You were very good once upon a time.
- The microprocessor is the brain of your computer
- It’s like giving a glass of ice water to someone in hell
- You wouldn’t believe the sound that this generates. Listen to this.
- Jobs often shares the stage with people who contribute to Apple’s success
- Customer evidence and third-party endorsements
- Include a quote is simple enough, but try going one step further by recording a short testimonial and embedding the video on your site and in your presentation. Even better, invite a customer to join you in person (or via web cam) at a presentation or an important sales meeting.
- Video clips
- Ads, employee testimonials, scenes of the product or of people using the product, and even customer endorsements
- Average viewed youtube is 2.5 minutes
- We realize that you probably have never visited a California strawberry field, so we decided to bring the farmers to you
- Flip charts, props, and show-and-tell
- Visual, auditory (listeners), kinaesthetic (feel and touch)
- Props – physical products for people to see, use, and touch.
- Hand out examples of the new frame to see and touch
- Use a notepad or whiteboard to script your ideas – it helps to visualize the story and simplify its components.
- 40+ products but he simplified product pipeline. Consumer and professional v. Portable and desktop
- Thinking visually
- Spend time in analog before jumping to digital
Aristotle’s outline for persuasive arguments (Steve Jobs follows):
- Deliver a story or statement that arouses the audience’s interest
- Pose a problem or question that has to be solved or answered
- Offer a solution to the problem you raised
- Describe specific benefits for adopting the course of action set forth in your solution
- State a call to action. For Steve, it is “Now go out and buy one!”
- Start planning before you open the presentation software. Sketch ideas on paper or whiteboards.
- Incorporate some, if not all, of the nine elements to make your presentation come alive.
- Speaking like Jobs has little to do with the type of presentation software you use and everything to do with how you craft and deliver the story.