Scene 1: Plan in Analog

‘Marketing is really theatre. It’s like staging a performance.’ John Sculley

Bullets kill

The story that takes center stage –
Writing→ sketching→ producing

Nine elements of great presentations

  • Headline
    • 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
    • metaphors
      • 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.
    • Analogies
      • The microprocessor is the brain of your computer
      • It’s like giving a glass of ice water to someone in hell
  • Demonstrations
    • You wouldn’t believe the sound that this generates. Listen to this.
  • Partners
    • 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):

  1. Deliver a story or statement that arouses the audience’s interest
  2. Pose a problem or question that has to be solved or answered
  3. Offer a solution to the problem you raised
  4. Describe specific benefits for adopting the course of action set forth in your solution
  5. State a call to action. For Steve, it is “Now go out and buy one!”

Director’s notes:

  • 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.

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