Presentation-Secrets-Of-Steve-Jobs
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40 CREATE THE STORY<br />
140 Characters or Less<br />
<strong>Jobs</strong> creates headlines that are specific, are memorable, and, best<br />
of all, can fit in a Twitter post. Twitter is a fast-growing social<br />
networking site that could best be described as your life between<br />
e-mail and blogs. Millions of users “tweet” about the daily happenings<br />
in their lives and can choose to follow the happenings<br />
of others. Twitter is changing the nature of business communication<br />
in a fundamental way—it forces people to write concisely.<br />
The maximum post—or tweet—is 140 characters. Characters<br />
include letters, spaces, and punctuation. For example, <strong>Jobs</strong>’s<br />
description of the MacBook Air takes thirty characters, including<br />
the period: “The world’s thinnest notebook.”<br />
<strong>Jobs</strong> has a one-line description for nearly every product, and<br />
it is carefully created in the planning stage well before the presentation,<br />
press releases, and marketing material are finished.<br />
Most important, the headline is consistent. On January 15,<br />
2008, the day of the MacBook Air announcement, the headline<br />
was repeated in every channel of communication: presentations,<br />
website, interviews, advertisements, billboards, and posters.<br />
In Table 4.1, you see how Apple and <strong>Jobs</strong> consistently delivered<br />
the vision behind MacBook Air.<br />
Most presenters cannot describe their company, product,<br />
or service in one sentence. Understandably, it becomes nearly<br />
Setting the Stage for the Marketing Blitz<br />
The minute <strong>Jobs</strong> delivers a headline onstage, the Apple<br />
publicity and marketing teams kick into full gear. Posters are<br />
dropped down inside the Macworld Expo, billboards go up,<br />
the front page of the Apple website reveals the product and<br />
headline, and ads reflect the headline in newspapers and magazines,<br />
as well as on television and radio. Whether it’s “1,000<br />
songs in your pocket” or “The world’s thinnest notebook,” the<br />
headline is repeated consistently in all of Apple’s marketing<br />
channels.