Amazingly Zippy Words.
Steve Jobs uses descriptive, emotive language that appeals to your right brain. Some critics say it borders on hyperbole, but better to use emotion to convey excitement than stale, jargon-laden buzzwords that rarely, if ever, creep into a Jobs presentation. Here are some examples from the iPad launch:
“It’s so much more intimate than a laptop and so much more capable than a SmartPhone.”
“It’s the best browsing experience you’ve ever had.”
“It’s a dream to type on.”
“It’s that simple.”
“It’s a screamer” (describing the A4, Apple designed chip)
Carmine Gallo is the author of The Presentation Secrets of Steve Jobs. He is the communication skills coach for the world’s most admired brands, including IBM, Nokia and Chase. He writes a weekly leadership and communications column for BusinessWeek.com. More about Carmine Gallo at his Gallo Communications website.
