Free Steve Jobs by Presentation Secrets Page A

presentation really
    counts”]. And Keynote was built for me [slide reads: “Built
    for me”]. I needed an application to build the kind of slide
    show that I wanted to show you at these Macworld keynotes:
    very graphics intensive. We built this for me; now I want to
    share it with you. We hired a low-paid beta tester to beta test
    this app for an entire year, and here he is [audience laughs
    as screen shows photo of Jobs]. Rather than a bunch of slides
    about slides, let me just show you [walks to stage right to
    demo the new software] .13

    Again, we see a remarkable consistency in all of Apple’s mar-
    keting material surrounding the new product launch. The Apple
    press release for Keynote described it as “The application to use
    when your presentation really counts. ”14 T his headline can easily fit in a Twitter post and, without revealing the details, tells
    a story in one sentence. A customer who wanted more details
    could read the press release, watch Jobs’s demonstration, or view
    the online demo on Apple’s website. Still, the headline itself
    offered plenty of information. We learned that it was a new
    application specifically for presentations and made for those
    times when presentations can make or break your career. As a
    bonus, it was built for Jobs. For many people who give frequent

    CREATE TWIT TERLIKE HEADLINES 47
    presentations, that headline was enough to pique their interest
    and give the software a try.
    Journalists learn to write headlines on the first day of
    J-school. Headlines are what persuade you to read particular
    stories in newspapers, magazines, or blogs. Headlines matter. As
    individuals become their own copywriters for blogs, presenta-
    tions, Twitter posts, and marketing material, learning to write
    catchy, descriptive headlines becomes even more important to
    professional success.
    D IR EC TO R ’ S N OT E S
     Create your headline, a one-sentence vision statement
    for your company, product, or service. The most effec-
    tive 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 better future. It’s not about you.
    It’s about them.

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    SCE
    SCENNEE 5
    5
    Draw a Road Map
    Today we are introducing three revolutionary products.
    STEVE JOBS, REVEALING THE iPHONE
    On January 9, 2007, thousands of Mac faithful
    watched as Steve Jobs delivered an electrifying
    announcement. “Today Apple reinvents the phone,”
    Jobs said as he revealed the iPhone for the first time
    to the public .1

    Before delivering that headline, however, Jobs added to the
    drama and suspense when he told the audience that Apple
    would introduce not one, but three revolutionary products. He
    identified the first one as a wide-screen iPod with touch con-
    trols. This met with a smattering of applause. Jobs said the
    second product would be a revolutionary mobile phone. The
    audience cheered that announcement. And the third, said Jobs,
    was a breakthrough Internet communications device. At this
    point, the audience members sat back and waited for what they
    thought would be further product descriptions and perhaps
    some demos of the three new devices—but the real thrill was yet
    to come. Jobs continued, “So, three things: a wide-screen iPod
    with touch controls, a revolutionary mobile phone, and a break-
    through Internet communications device. An iPod, a phone,
    and an Internet communicator. An iPod, a phone—are you get-
    ting it? These are not three separate devices. This is one device,
    and we are calling it iPhone.” The audience went wild, and Jobs
    basked in the glow of nailing yet another product launch that
    would solidify Apple’s role as one of the world’s most