Presentation-Secrets-Of-Steve-Jobs
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124 DELIVER THE EXPERIENCE<br />
analogies just reviewed (in the format of a search phrase) and<br />
the number of links to articles using those phrases:<br />
» Apple TV + DVD player for twenty-first century: 40,000 links<br />
» iPod Shuffle + pack of gum: 46,500 links<br />
» iPod + deck of cards: 227,000 links<br />
Your listeners and viewers are attempting to categorize a product—they<br />
need to place the concept in a mental bucket. Create<br />
the mental bucket for them. If you don’t, you are making their<br />
brains work too hard. According to Emory University psychology<br />
professor Dr. Gregory Berns, the brain wants to consume the<br />
least amount of energy. That means it doesn’t want to work too<br />
hard to figure out what people are trying to say. “The efficiency<br />
principle has major ramifications,” he states. “It means the brain<br />
takes shortcuts whenever it can.” 20 Analogies are shortcuts.<br />
Nothing will destroy the power of your pitch more thoroughly<br />
than the use of buzzwords and complexity. You’re not<br />
impressing anyone with your “best-of-breed, leading-edge,<br />
agile solutions.” Instead, you are putting people to sleep, losing<br />
their business, and setting back your career. Clear, concise,<br />
and “zippy” language will help transform your prospects into<br />
customers and customers into evangelists. Delight your customers<br />
with the words you choose—stroke their brains’ dopamine<br />
receptors with words that cause them to feel good whenever<br />
they think of you and your product. People cannot follow your<br />
vision or share your enthusiasm if they get lost in the fog.<br />
Word Fun with Titles<br />
Your customers are your most potent evangelists. I recall a<br />
conversation with one of my clients, Cranium founder Richard<br />
Tait, who said he sold one million games with no advertising,<br />
all word of mouth. “Never forget that your customers are your<br />
sales force,” he told me.<br />
His customers—he calls them “Craniacs”—want to have<br />
fun. Since fun was the name of the game, so to speak, Tait