Page 201 - The Apple Experience
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demand a one-sentence pitch from any entrepreneur seeking funding for a
company or product. Keep your headline concise, specific, and descriptive. Above
all, make sure it does not exceed 140 characters.
2. Create three or at most four supporting points. In short-term memory, people can
only recall about three or four pieces of content. Cram too many message points
in your narrative, and it will run off the page. In some cases your Twitter-friendly
headline can preview the supporting messages. For example, the iPad 2 was
“thinner, lighter, and faster.” It works as a headline and fills out the rest of the
message map.
3. Develop three or four details for each of your supporting messages. These details
should include data, stories, and examples.
Figure 13.1 Message Map Template
4. Cut-and-paste the content you developed in the first three steps into the four to
five bubbles of a message map template (Figure 13.1). A template like the one in
Figure 13.1 can be created by using Microsoft Word or Pages for Mac; it can also
be created using Microsoft PowerPoint or Apple Keynote software.
To show you how to apply these four steps, Table 13.1 shows how Apple
could have created a message map for the iPhone 4S.
