Page 202 - The Apple Experience

Figure 13.2 shows step four—all the content from the first three steps
listed in Table 13.1 positioned in the appropriate place on the message map

for the iPhone 4S.

And there you have it. Message mapping is one of the most powerful

communication techniques you will ever find. A message map can provide

the foundation for a thirty-second elevator pitch, a ten-minute conversation,

or a twenty-minute presentation. Best of all, every member of your sales staff

can speak from the same playbook. Keep in mind that every spokesperson for
the brand should be encouraged and given the flexibility to use different

examples and stories that mean something to him or her and that are relevant

to his or her customers.

Table 13.1 Message Map Steps One to Three for Apple iPhone 4S

Step Two
Step One (Supporting

(Headline) Points) Step Three (Sub-Supporting Points)

The most 1. Dual-core A5 chip • 2× faster performance
amazing • 7× faster graphics
iPhone yet. • Games look fantastic

2. All new camera • 8 megapixels
• Full 1080p HD video recording
• A true replacement for most point-and-shoot cameras

3. iOS 5 and iCloud • Notification center
• iMessage