Sell the Benefit
Steve Jobs does not sell bits of metal; he sells an experience.
For example, when introducing a 30 GB iPod, he clearly explains what it means to the consumer -- users can carry 7,500 songs, 25,000 photos, or up to 75 hours of video.
It's not about the technology, but what the technology can do for you.
Practice, Practice, and Practice Some More
Jobs takes nothing for granted during product launches. He reviews and rehearses his material.
it's not unusual for Jobs to prepare for four hours as he reviews every slide and demonstration.
Keep It Visual
Speaking of slides, there are very few bullet points in a Jobs presentation.
Each slide is highly visual.
Exude Passion, Energy, and Enthusiasm
Jobs has an infectious enthusiasm. When launching the video iPod, Jobs said, "It's the best music player we've made," "It has a gorgeous screen," "The color is fantastic," and "The video quality is amazing."
"And One More Thing..."
At the end of each presentation Jobs adds to the drama by saying, "and one more thing." He then adds a new product, new feature, or sometimes introduces a band. He approaches each presentation as an event, a production with a strong opening, product demonstrations in the middle, a strong conclusion, and an encore -- that "one more thing!"
It's Your Turn