The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience by Gallo Carmine

Author:Gallo, Carmine [Gallo, Carmine]
Language: eng
Format: mobi, epub
Publisher: McGraw-Hill
Published: 2009-09-10T16:00:00+00:00

It’s Like This . . .

Another way to add zip to your language is to create analogies, comparing an idea or a product to a concept or product familiar to your audience. When Steve Jobs shakes up a market category with the introduction of an entirely new product, he goes out of his way to compare the product to something that is widely understood, commonly used, and well known. Here are some examples:

» “Apple TV is like a DVD player for the twenty-first century” (Introduction of Apple TV, January 9, 2007)

» “iPod Shuffle is smaller and lighter than a pack of gum” (Introduction of iPod Shuffle, January 2005)

» “iPod is the size of a deck of cards” (Introduction of iPod, October 2001)

When you find an analogy that works, stick with it. The more you repeat it, the more likely your customers are to remember it. If you do a Google search for articles about the products just mentioned, you will find thousands of links with the exact comparisons that Jobs himself used. Following are the three analogies just reviewed (in the format of a search phrase) and the number of links to articles using those phrases:

A Cure for Bad Pitches

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