Steve Jobs doesn’t follow a presentation template but as outlined in my new book, The Presentation Secrets of Steve Jobs, he does consistently follow the same principles that have turned Apple product launches into an art form. The iPad announcement on Wednesday, January 27th was no exception: classic Steve Jobs.
Twitter Friendly Headlines.
Jobs always frames a new product for the benefit of the press and his customers. These headlines are descriptive, tangible and short, fitting well within a 140-character Twitter post. What’s an iPod? “1,000 songs in your pocket.” On January 27, Jobs created a 92-character Twitter friendly headline for iPad: Our most advanced technology in a magical and revolutionary device at an unbelievable price. On cue, the Apple web site posted images of the iPad on the home page alongside the same headline that Jobs had revealed minutes earlier. The headline is consistent across all marketing channels including the presentation, press releases, Web site and advertisements.