School with Steve Jobs, the commercial speech: 10 elements of the speech

The beginning of this year (January 2008), Macworld, Apple CEO Steve - Steve Jobs (hereinafter referred to his commercial speech: speech) level on the floor. Everyone can can be more concise in his speech, Jobs did, and he do a better job. If before the audience listened to his speech said he was not to simply sell a steak, let the steak on that sizzling hot full "seduce" you arouse your desire to buy.  

      After my analysis, I think that the ten elements can be brought back to the audience to listen to the desires of his speech. I also had some of the speeches at the 2007 Macworld written into the inside of my latest book. But now, he seems to grasp the audience emotional level really reached a very high realm.

Speech ten elements:  

First, the Set a theme  

      "There is something in the air today. "Jobs using this simple sentence as the opening of Macworld. doing so, he set a theme for his speech, it is implied that one of the most important product is to be announced today, that is, ultra-thin laptop-the Macbook Air. All the speech needs a theme, but generally you will not so straight and so concise. Last year, in his speech, he talked about 20 minutes before point to the title, "Today Apple reinvents the phone. "When you have turned a deaf ear in the speech, you need to do is start to finish you must focus on the topic that matter.  

Second, the Shows you the tremendous interest of the subject  

      Jobs has been the sects products of industrial design is proud and has shown considerable passion. During his speech, he often likes to use some "extraordinary-extraordinary." "Amazing - superb," ​​and "cool-cool vocabulary to describe his product. When talked about the new features of iPhone support positioning, Jobs said "This used up the true × × cool". In his speech, the vast majority of the Speaker will be given time to demonstrate these bright spots. Remember, your audience want to get a feeling of shock, rather than to find a place to sleep.  

      So next time when you lecture, we must remember that you pour into the love of the product. If you think your product is really good, it would directly say it! There are a lot of the speaker often remove the excitement of their own speech. You may think so, if you have no enthusiasm for your product, your customers what will happen?  

Three , Manufacturing a main line  

      Jobs have time for his speech to manufacture the main line, he said, "There is are four things I want to talk about today. So let's get started ... Today there are four things to tell you, we started. . . "In the next speech, he orally at the beginning of everything, the one thing a summary, but also woke up to say the next thing, which the conversion is very brief , but enough to make the audience understand that the next he will say. For example, in introducing After the several features of the iPhone is, he said "The iPhone is not standing still. We keep making it better and better and better. That was the second thing I wanted to talk about today. No. 3 is about the iTunes. === iPhone will not stop, we will function to do the more perfect. This is the second thing I said today, the third thing about iTunes. Image, make a list on the significance of the audience to the content of his speech, as if walking roadside set a road sign.  

Fourth, the The data given to the practical significance  

      When Jobs announced that their iPhone sales of 4 million units to date, he is not simply tell you that such a data, but with a reasonable formula to interpret - "That's 20,000 iPhones every day, on the average == average every day I have sold 20,000 iPhones. "Then he said" What does that mean to the overall market? === for the entire mobile phone market, what implications does it? He on the big screen for showing the overall status of the U.S. smart phone market, there is the excitement of the iPhone's market share. He also pointed out that Apple's market share is the other three competitors. From here we can see, if you do not give meaning to the data, then it is never boring in the paper number, the audience is not convincing.  

Five , Try to create an unforgettable moment.  

      Everyone will do so in the speech said. Jobs of each speech will do such a plot. This year's Macworld, he announced the MacBook Air is listed. In order to demonstrate its thin, Jobs said it can be installed in a standard envelope. Then he pulled out a filled MacBook Out of MacBook Air envelope from the envelope Air show to the presence of all the audience. So what define this memorable moment? From the start, you'll have to continue to meet the arrival of the atmosphere of the moment to the audience manufacturing.  

6. A video presentation to do a beautiful picture scroll  

      When all can not wait for data, text, pictures, video demo filled, Jobs did not. Jobs video shows only a small amount of text, the vast majority of cases is only a simple picture. For example, when he comes to say the first thing when the whole screen is only one Arabic numerals "1", so simple, is a number. When he introduced the iPhone on the screen every time, show only an iPhone picture or the front or back, or side. The text described, he often just on the screen to select the most refined one or a few words to show, and rarely accompanied by pictures. For example, "There is something in the The air. "to add a picture to introduce in the speech is a trend in the speech now, but the real cause of concern is in the video presentation with the most refined language and the largest pictures picture.  

Seven , To the audience to watch a "show"  

      Steve Jobs' speech, there is often a film transitions, camera switching effect. He is not to the audience are boring, but give them a "show". Like a short film, the product features of the video presentation, there are some heavyweight guests are frequently used means. He invited the CEO of the Fox Film Corporation in January 2008 at the Macworld Jim Gianopulos, CEO of Intel Paul Otellini. It, you can use the following aspects to enhance your presentation to see the degree of: multimedia content, the video version of the product demonstration, or ask several chiefs came to power to help you to say a few words.  

VIII. Do not get entangled in a small mistake  

      No matter how hard you try to do the speech, there is always some small errors is difficult to avoid. Once, Steve Jobs introduced Apple The TV had a feature needs to call some online photos in real time, when it came to an embarrassing off net, he wanted the photo does not show up, his faint smile, said "I think Flickr may stop for this photo service. " After which he himself has just been introduced before Apple Some important features of the TV reiterated again. Is such a small error, not too seriously. I often see some people made some small mistakes anxious. Do not struggle for some small mistakes. Happy point, few people would care about those little mistakes.  

Nine Tell customers use your products benefit them  

      Is how most people just show the product's features, Steve Jobs is to demonstrate these new features to give your life benefits of the. When he introduced iTunes movie rental business, he said, we have been thinking about a better film offers to everyone the way he explained the highlights of the new features is to say, we do not provide rental music The service is because we all want to have the music, life inside these songs you can listen to thousands of times, but most people see a movie Show time, or so few times. It would appear that the film, leasing is a good way, without having to spend much money, do not take up your hard disk space ... and your audience may often ask what these things to me in the end? Then you have to do is answer this question, do not let them guess what you are right, simple and direct benefits of these products, services, customers can bring told to them.  

Ten , For rehearsal! Rehearsal! Rehearsals!  

      Jobs Wing is far less than give the audience without any preparation to bring a plot too complex speech. Sometimes, when talking to Apple's staff, I learned to spend a lot of time for the whole rehearsal Jobs each lecture. So this is why in his speech to see the demonstration of his oral statement and the big screen is so precise synchronization. When he was trying to demo the iTunes movie rental, movie posters timely appear in the top of the big screen. Throughout the speech process is so precise. So, Steve Jobs was able to show such a good speech, efforts rehearsal is denied.

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