The late Apple co-founder will be remembered for a number of things, including his ability to attract and captivate audiences and the media. An analysis shows he used the same formula — one that anyone else can employ.
What made Jobs’s presentations so intriguing? In many cases, it boiled down to a combination of these five traits:
- His presentations were always based upon a central theme: Sometimes Jobs would repeat a slogan, other times he’d double back to a common idea. But Jobs was always sure to plant a seed in prospects’ minds early, and reinforce it often. The common theme was almost always associated with a vision of how Apple’s products could help customers achieve their goals.
- He made a clear connection between each of his major selling points: Jobs once said, “The great thing about Apple products is that they’re innovative and they work … and when you buy more than one, they work even better.” Much like his products, Jobs was an expert at connecting each benefit to a need. He didn’t simply present features, he backed them up with everyday examples customers could relate to.
- He sold the experience: Steve Jobs’s presentations were all about showing buyers the future of technology, and the simplicity of embracing it. He empowered people by showing them how much simpler or unique their lives would be by simply using the product he was promoting.
- He used strong adjectives: Jobs used language to excite the people in his audience. His enthusiasm was a major driving force behind each product.
- He knew how to create a “Wow” moment: Jobs always surprised his audience by offering stats or demos that drove home the extreme value and “wow” factor of Apple’s products. His presentations were billed as must-see events, with the media rushing to summarize (and advertise) all the major bullet points.
Based in part on “How to Deliver a Great Presentation Like Steve Jobs,” a BNET video presentation.
