Page 40 - The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience by Carmine Gallo

ANSWER THE ONE QUESTION THAT MATTERS MOST 21

Your listeners are asking themselves, “Why should I care?” If
your product will help your customers make money, tell them. If
it helps them save money, tell them. If it makes it easier or more
enjoyable for them to perform a particular task, tell them. Tell
them early, often, and clearly. Jobs doesn’t leave people guessing.
Well before he explains the technology behind a new product or
feature, he explains how it will improve the experience people
have with their computers, music players, or gadgets.
Table 2.1 offers a review of some other examples of how Jobs
sells the benefit behind a new product or feature.

TABLE 2.1 JOBS SELLING THE BENEFIT
DATE/PRODUCT BENEFIT
January 7, 2003 “Using Keynote is like having a professional
Keynote presentation graphics department to create your slides.
software This is the application to use when your
presentation really counts.” 5
September 12, 2006 “The all-new iPod nano gives music fans
iPod nano more of what they love in their iPods—twice
the storage capacity at the same price, an
incredible twenty-four-hour battery life, and
a gorgeous aluminum design in five brilliant
colors.” 6
January 15, 2008 “With Time Capsule, all your irreplaceable
Time Capsule backup photos, movies, and documents are
service for Macs running automatically protected and incredibly easy
Leopard OS to retrieve if they are ever lost.” 7

June 9, 2008 “Just one year after launching the iPhone,
iPhone 3G we’re launching the new iPhone 3G. It’s twice
as fast at half the price.” 8
September 9, 2008 “Genius lets you automatically create playlists
Genius feature for iTunes from songs in your music library that go great
together, with just one click.” 9