Steve Jobs: 10 Presentation Tactics

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“Every new business pitch should do three things: inform, educate and entertain.”

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Steve Jobs: 10 Presentation Tactics

  1. 1. Steve Jobs has something to teach small to midsize advertising, digital, media and PR agencies about pitching for new business. Tuesday, July 9, 13
  2. 2. HOW CONTENT MARKETING CAN JUMP START YOUR AGENCY’S NEW BUSINESS PROGRAM Presented by Michael Gass Author of Fuel Lines WEBINARA few highlights from: Steve Jobs: 10 Presentation Tactics for Ad Agency New Business Tuesday, July 9, 13
  3. 3. This presentation was based on Carmine Gallo’s book, The Presentation Secrets of Steve Jobs. Best selling author, Gallo is a former anchor and correspondent for CNN and CBS. He reveals the techniques that have turned Apple CEO, Steve Jobs, into one of the world’s corporate presenters. Tuesday, July 9, 13
  4. 4. “Every new business pitch should do three things: inform, educate and entertain.” Tuesday, July 9, 13
  5. 5. Steve Jobs: 10 Presentation Tactics for Agency New Business Photo Credit: Steve Jobs for FOCUS Italia tsevis Tuesday, July 9, 13
  6. 6. 1 Plan your presentation with pen and paper. Begin by storyboarding your presentation. Steve Jobs spent his preparation time brainstorming, sketching and white-boarding before he creating his presentation. All of the elements of the story that he wants to tell are thought through, elements are planned and collected before any slides are created. Photo Credit: Steve Jobs for FOCUS Italia tsevis Photo Credit: Steve Jobs for FOCUS Italia tsevisPhoto Credit: Steve Jobs for FOCUS Italia tsevisPhoto Credit: Steve Jobs for FOCUS Italia tsevis Tuesday, July 9, 13
  7. 7. 2 Create a single sentence description for every service/idea. Concise enough to fit in a 140-character Twitter post. An example, for the introduction of the MacBook Air in January, 2008, Jobs said that is it simply, “The world’s thinnest notebook”. Photo Credit: Steve Jobs for FOCUS Italia tsevis Photo Credit: Steve Jobs for FOCUS Italia tsevisPhoto Credit: Steve Jobs for FOCUS Italia tsevisPhoto Credit: Steve Jobs for FOCUS Italia tsevis Tuesday, July 9, 13
  8. 8. 3 Create a villain that allows the audience to rally around the hero— you and your product/service.  A ‘villain’ doesn’t necessarily have to be a direct competitor. It can be a problem in need of a solution. Photo Credit: Steve Jobs for FOCUS Italia tsevis Photo Credit: Steve Jobs for FOCUS Italia tsevisPhoto Credit: Steve Jobs for FOCUS Italia tsevisPhoto Credit: Steve Jobs for FOCUS Italia tsevis Tuesday, July 9, 13
  9. 9. 4 Focus on benefits. This is important for ad agencies to remember. Your audience only cares about how your service will benefit them so lead with benefits rather than agency credentials and capabilities. Photo Credit: Steve Jobs for FOCUS Italia tsevis Photo Credit: Steve Jobs for FOCUS Italia tsevisPhoto Credit: Steve Jobs for FOCUS Italia tsevisPhoto Credit: Steve Jobs for FOCUS Italia tsevis Tuesday, July 9, 13
  10. 10. 5 Stick to the rule of three for presentations. Almost every Jobs presentation was divided into three parts. You might have twenty points to make, but your audience is only capable of retaining three or four points in short-term memory. Give them too many points and they’ll forget everything you’ve said. Photo Credit: Steve Jobs for FOCUS Italia tsevis Photo Credit: Steve Jobs for FOCUS Italia tsevisPhoto Credit: Steve Jobs for FOCUS Italia tsevisPhoto Credit: Steve Jobs for FOCUS Italia tsevis Tuesday, July 9, 13
  11. 11. 6 Sell dreams, not your services. Steve Jobs didn’t sell computers. He was passionate about helping to create a better world. That was the promise that he sold. For example, when Jobs introduced the iPod in 2001, he said, “In our own small way we’re going to make the world a better place.” Where most people see the iPod as a music player, Jobs saw it as a tool to enrich people’s lives. Photo Credit: Steve Jobs for FOCUS Italia tsevis Photo Credit: Steve Jobs for FOCUS Italia tsevisPhoto Credit: Steve Jobs for FOCUS Italia tsevisPhoto Credit: Steve Jobs for FOCUS Italia tsevis Tuesday, July 9, 13
  12. 12. 7 Create visual slides. There were no bullet points in a Steve Jobs’ presentation. Instead he relied on photographs and images. When Steve Jobs unveiled the Macbook Air, Apple’s ultra-thin notebook computer, he showed a slide of the computer fitting inside a manila inter-office envelope. Keep your agency presentation’s that simple. Photo Credit: Steve Jobs for FOCUS Italia tsevis Photo Credit: Steve Jobs for FOCUS Italia tsevisPhoto Credit: Steve Jobs for FOCUS Italia tsevisPhoto Credit: Steve Jobs for FOCUS Italia tsevis Tuesday, July 9, 13
  13. 13. 8 Make numbers meaningful. Jobs always put large numbers into a context that was relevant to his audience. The bigger the number, the more important it is to find analogies or comparisons that make the data relevant to your audience. Photo Credit: Steve Jobs for FOCUS Italia tsevis Photo Credit: Steve Jobs for FOCUS Italia tsevisPhoto Credit: Steve Jobs for FOCUS Italia tsevisPhoto Credit: Steve Jobs for FOCUS Italia tsevis Tuesday, July 9, 13
  14. 14. 9 Use plain English. Jobs’s language was remarkably simple. He rarely, if ever, used the jargon that clouds most presentations—terms like ‘best of breed’ or ‘synergy’. His language was simple, clear and direct. So don’t use agency speak when presenting, “integration, proprietary process, etc.” Photo Credit: Steve Jobs for FOCUS Italia tsevis Photo Credit: Steve Jobs for FOCUS Italia tsevisPhoto Credit: Steve Jobs for FOCUS Italia tsevisPhoto Credit: Steve Jobs for FOCUS Italia tsevis Tuesday, July 9, 13
  15. 15. 10 Practice, practice, practice. Steve Jobs spent hours rehearsing every facet of his presentation. Every slide was written like a piece of poetry, every presentation staged like a theatrical experience. Steve Jobs made a presentation look effortless but that polish came after hours and hours of arduous practice. Agencies often are forced to rely on spontaneity to provide creative energy for a pitch because they have spent all of their time on putting together the presentation and leave little or no time for rehearsal. Most unrehearsed pitches end up falling flat. Photo Credit: Steve Jobs for FOCUS Italia tsevis Photo Credit: Steve Jobs for FOCUS Italia tsevisPhoto Credit: Steve Jobs for FOCUS Italia tsevisPhoto Credit: Steve Jobs for FOCUS Italia tsevis Tuesday, July 9, 13
  16. 16. Carmine writes, “for two full days before a presentation, Jobs will practice the entire presentation, asking for feedback from product managers in the room. For 48 hours, all of his energy is directed at making the presentation the perfect embodiment of Apple’s messages.” Tuesday, July 9, 13
  17. 17. The Presentation Secrets of Steve Jobs, is a must read for advertising, digital, media and PR agencies. Applying this simple formula can greatly improve any agency’s pitch and help them to stand out from the rest.  Tuesday, July 9, 13
  18. 18. Additional articles that may be of interest: 1 The 10-20-30 Rule for Keynote Presentations for Ad Agency New Business 2 10 Tips to Get Speaking Opportunities for Ad Agency New Business 3 The Only Rule That Really Matters When Presenting for Ad Agency New Business 4 Ad Agency New Business: 7 Traits Event Organizers Need From Speakers 5 Blair Enns: 12 Revolutionary Proclamations for Ad Agency New Business 6 4 Presentation Tips from Lee Iacocca for Ad Agency New Business 7 10 Ad Agency Pitch KILLERS 8 Agency Leadership: Can you be a great leader and not be a great presenter? 9 Resources for Successfully Pitching for Ad Agency New Business 10 Pixar: 10 Tips for Creating Appealing Stories for Ad Agency New Business Tuesday, July 9, 13
  19. 19. Ph 205.370.7750 Email michael@michaelgass.com Blog: www.fuelingnewbusiness.com Twitter: @michaelgass www.michaelgass.com Tuesday, July 9, 13

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