“Yesterday, Google News was showing 2,152 stories today about Apple’s recently unveiled iPhone. Any way you slice it, that is serious buzz about a product that isn’t even shipping yet. And since Blackfriars’ brief is to examine how companies communicate their own value and that of their products, those numbers are pretty interesting,” Blackfriars Communications’ Carl Howe writes for SeekingAlpha.
Howe writes, “One of the benefits of being at MacWorld this year was that it gave me the chance to dissect Steve Jobs’ presentation style in person (you can stream it yourself from Apple’s Web site). And while I was madly blogging on my cell phone while the keynote was going on, I did jot some notes about just how he sets up what is fondly referred to as his reality distortion field. My conclusion: there’s no magic here. He simply does all the things that a great communicator is supposed to, including many techniques that we teach.”
Howe explains that Jobs is so persuasive because he:
• Is himself
• Uses visuals effectively
• Focuses on the problem he’s solving in detail
• Says everything three times
• Tells stories
• Isn’t afraid of the dramatic pause
• Uses comparisons to demonstrate features
Howe writes, “If anyone needs more convincing of how much of a difference presentation technique makes, just contrast Cingular CEO Stan Sigman’s presentation yesterday with Jobs’. Despite his professionally written content, his presentation just falls flat on too many words and not enough life. The audience started clapping at once point just to try to convince him to cut it short. Ouch.”
Howe writes, “Apple has built its reputation by sweating the details for its customers. Jobs does the same for his audiences. Few companies will effectively compete against Apple until they start doing the same. Until then, Jobs’ reality distortion field will be as powerful as ever.”
Full article, in which Howe discusses each of the bulleted points above, here.
[Thanks to MacDailyNews Reader “Patrice” for the heads up.]
How to pitch like Apple CEO Steve Jobs (RDF not inclu – April 07, 2006