Page 66 - The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience by Carmine Gallo

CREATE TWITTERLIKE HEADLINES 47

presentations, that headline was enough to pique their interest
and give the software a try.
Journalists learn to write headlines on the first day of
J-school. Headlines are what persuade you to read particular
stories in newspapers, magazines, or blogs. Headlines matter. As
individuals become their own copywriters for blogs, presenta-
tions, Twitter posts, and marketing material, learning to write
catchy, descriptive headlines becomes even more important to
professional success.

DIRECTOR’S NOTES

 Create your headline, a one-sentence vision statement
for your company, product, or service. The most effec-
tive headlines are concise (140 characters maximum), are
specific, and offer a personal benefit.
 Consistently repeat the headline in your conversations
and marketing material: presentations, slides, brochures,
collateral, press releases, website.
 Remember, your headline is a statement that offers your
audience a vision of a better future. It’s not about you.
It’s about them.