‘Today Apple reinvents the phone!’ Steve Jobs
- MacBook Air. The world’s thinnest notebook.
140 characters or less – setting the stage for the marketing blitz
- Jobs has a one-line description for nearly every product, and it is carefully created in the planning stage well before the presentation, press releases, and marketing material are finished.
- Most important, the headline is consistent.
Today Apple reinvents the phone
- Jobs typical method for introducing a product: he reveals the headline, expands on it, and hammers it home again and again.
The excitement of the internet, the simplicity of macintosh
- The headlines Steve Jobs creates work effectively because they are written from the perspective of the user. They answer the question, why should I care?
One thousand songs in your pocket
- Three criteria:
- Concise (27 characters)
- Specific (one thousand songs)
- Offers a personal benefit (you can carry the songs in your pocket)
Keynote beats Powerpoint in the battle of the headlines
- The application to use when your presentation really counts
- Catchy, descriptive headlines
- Create your headline, a one-sentence vision statement for your company, product or service. The most effective headlines are concise (140 characters maximum), are specific, and offer a personal benefit.
- Consistently repeat the headline in your conversations and marketing material: presentations, slides, brochures, collateral, press releases, website.
- Remember, your headline is a statement that offers your audience a vision of a b etter future. It’s not about you. It’s about them.