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I’ve been watching a lot of Steve Jobs product launches for a project I’m working on. Jobs communication skills are beyond good. They are also utterly simple to copy.
In every single product launch, Jobs follows a predictable script. It’s the same script I’d suggest you follow too.
Jobs calls it, “Business School 101.” I call it perceptual mapping which I did learn in graduate school, so maybe Jobs is right.
Here’s how it works:
A. You determine the two most important characteristics of the product or service you are selling.
What you’re looking for is how you can be unique in a meaningful way to your prospective customers. This could be price, speed, power, quality, ease of use.
The list of possibilities is endless.
B. You make sure your position in the market is unique versus your competition.
Watch any Jobs product intro, and you’ll notice that Apple always owned a unique position in the market. Every. Single. Time. You’ll see the Apple product was defined as unique.
