Page 60 - The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience by Carmine Gallo

CREATE TWITTERLIKE HEADLINES 41

TABLE 4.1 JOBS’S CONSISTENT HEADLINES FOR MACBOOK AIR
HEADLINE SOURCE
”What is MacBook Air? In a Keynote presentation
sentence, it’s the world’s thinnest
notebook.” 2
“The world’s thinnest notebook.” 3 Words on Jobs’s slide

“This is the MacBook Air. It’s the Promoting the new notebook in a
thinnest notebook in the world.” 4 CNBC interview immediately after
his keynote presentation
“We decided to build the world’s A second reference to MacBook Air
thinnest notebook.” 5 in the same CNBC interview
“MacBook Air. The world’s thinnest Tagline that accompanied the
notebook.” full-screen photograph of the new
product on Apple’s home page
“Apple Introduces MacBook Air— Apple press release
The World’s Thinnest Notebook.” 6

“We’ve built the world’s thinnest Steve Jobs quote in the Apple press
notebook.” 7 release

impossible to create consistent messaging without a prepared
headline developed early in the planning stage. The rest of the
presentation should be built around it.

Today Apple Reinvents the Phone

On January 9, 2007, PC World ran an article that announced
Apple would “Reinvent the Phone” with a new device that com-
bined three products: a mobile phone, an iPod, and an Internet
communicator. That product, of course, was the iPhone. The
iPhone did, indeed, revolutionize the industry and was rec-
ognized by Time magazine as the invention of the year. (Just
two years after its release, by the end of 2008, the iPhone had
grabbed 13 percent of the smartphone market.) The editors at PC