I was inspired to write this post after viewing the video below.
Steve Jobs is recognized as one of the greatest presenters of our time. A key to his success is the structure of his presentations. I have outlined the structure below.
Stage 1 - Huge (Where we have been):
Here the speaker is seeking to establish credibility. "Last year, using the "low definition video home tour", my team sold over $20M in real estate. That is Huge!"
Stage 2 - Mere Mortals (The "what" - introduction of the solution):
In the Mere Mortals stage the speaker sets the expectations for what they are about to speak about. "I am here to talk about the "virtual high definition video home tour" for the sale of your home! You are probably asking why a Mere Mortal needs a virtual high definition video home tour to sell my home."
Stage 3 - Wouldn't it be great? (The "why" - the promise on how it is going to change your life):
"Well wouldn't it be great if you were able to place a sign in your front yard tomorrow declaring your home for sale tomorrow and be guaranteed that your home would be viewed, virtual and in high definition, by over 100 people during the first weekend without a single non-serious buyer stepping foot into your home?
Stage 4 - Unbelievable! (Demonstrating the "why" in action):
This is the stage were you first demo the product/service and reveal the conceptual ways you could keep the "Wouldn't it be great?" promise. "Up on the screen is a virtual high definition video tour of your home. It has 5 minutes of high definition detail of every room in your home. Notice how you can see the fine detail work in your crown mouldings? Unbelievable!"
Final Stage - Pretty Cool huh? (How the "what" could be implemented)
Actual examples of how the product/service could be executed. "Just last month I sold three homes to out of state buyers that ratified a Purchase & Sales Agreement before seeing the home in person. Pretty cool huh?
Disclaimer: I really don't know if this is how Steve outlines his speeches, but it is how I am going to in the future.
Video link was courtesy of Seth Godin's blog and Gil
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