Steve Jobs’ rules for creating an effective presentation
A good presentation is the most effective way to attract the attention of your target audience, partners, colleagues, and suppliers to your brand, trademark, or company!
Everyone knows Steve Jobs. He is the founder of Apple, as well as an entrepreneur, inventor, designer and, among other things, a brilliant speaker. Steve Jobs was an outstanding communicator on the international stage of innovative marketing. Jobs’ presentations and speeches were unusual, and his style was simple and informative. In fact, people were willing to travel thousands of kilometers just to see him give a presentation!
Because Jobs was self-taught, he developed his own rules to create a successful presentation. These are extremely useful when you want to put your message across.
So, here are Steve Jobs’ rules for creating a great presentation!
Act 1 – Create a Story (Tools for winning the audience)
In order to sell your idea effectively, it is necessary to create a story, including the main points and the layout, such as text, headings, illustrations, script and other components.
Your presentation should be based on your own script, like a “theatrical action” that contains a plot,a climax, a conflict, a denouement, as well as protagonists and antagonists.
Be sure to include a demonstration of your product in the presentation. If possible, showcase its properties and key features as people always want to see everything with their own eyes.
2. Text, bullet points, headlines, props, etc.
Text and bullet points tend to be the most ineffective ways of presenting information. Therefore, your presentation text should be as brief as possible and highlight only the most important information. For some reason, bullet points or lists are considered to be a form of text that is easier to perceive, and are often used as template formats for presentations. In fact, it is inaccurate: bullet points are only effective in cases where there are few of them, which is no more than 3-4 items in the list. Otherwise – no one will remember anything you said. Try to keep it down to three because this is exactly the number of points a human brain is capable of perceiving at a time.
The title should be short, 140 characters and less, no matter how strong your idea is. The most memorable is the following sequence of words in the title: subject, predicate, addition. For example, when Jobs presented the iPhone, he exclaimed: “Today, Apple invented the phone!” Another good example was his presentation of the iPod when he said: “iPod. A thousand songs in your pocket.”
Props. The entire audience of listeners can be divided into three types of people: visuals, audials and kinesthetics. It is necessary to capture the attention of all three groups. Thus, the presentation should not consist of slides and text only, but it is essential to prepare props, like product samples that can be demonstrated to the audience or handed out.
Act 2 – Create an experience
1. Superiority of images.
As already noted, text bits in a digital presentation should be as brief as possible. However, photos, illustrations and diagrams may be able to present the message in a much more accessible and clear manner, and engage the audience through a stronger emotional response.
If you cannot avoid using numbers and figures in your presentation, use them to your advantage and create the desired effect with their help. Make your numbers appealing by demonstrating their importance to the audience. For example: “30 GB of iPod memory is enough to store 7,500 songs, 25,000 photos, or 75 hours of video.”
Do not forget that the audience needs to be entertained from time to time. For example, you can play a game with the audience by showing a sketch or inviting a guest to the stage.
4. The “wow!” moment.
It is necessary to create a moment in a presentation the purpose of which is to excite your audience. This moment should concern one thing or one topic. It is the moment that your audience will remember most when someone asks them about the presentation. Here is another example from Jobs’ practice for you: at his presentation of MacBook Air, the thinnest laptop in the world, Jobs showed the unique thinness of the laptop by sealing it in a mail envelope.
Act 3 – Improve and rehearse (charisma, speech control, naturalness, body language)
Never read from paper. Otherwise, the audience will stop listening to you quickly. You should speak casually as if you are holding a conversation with someone you know: this way, the audience will get the impression that you are talking to each of them individually.
Maintain eye contact with the audience. Your eyes should always be directed at the audience, and not to the presentation slides.
Open poses. Do not cross your arms or legs, do not stand behind the podium, and do not turn your back on the audience!
Gesturing. Use gestures in order to achieve the desired effect of your speech and emphasize the most important points.
Adjust the volume of speech. Emphasize important points by rising the volume of your speech and make pauses in between the individual parts of your presentation.
Enjoy your performance. Show your passion for ideas or product that you demonstrate.
Change the way information is presented every 10 minutes – pictures, videos, speeches, guest appearances, etc., all these should constantly involve the listener in the presentation and give them a “breathing space” to adjust perception.
Now you know how to make a great live presentation! Use these rules and create new successful presentations. And who knows, maybe the great communicator – Steve Jobs – will be far behind you when it comes to success.
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