The Presentation Secrets of Steve Jobs
By Carmine Gallo
Columnist, BusinessWeek.com
In The Presentation Secrets of Steve Jobs: How to be Insanely Great in Front of Any Audience, communications coach and BusinessWeek.com columnist Carmine Gallo reveals the techniques that have turned the Apple CEO into one of the world’s most extraordinary corporate storytellers. For more than three decades, Jobs has transformed product launches into an art form. Whether you’re a CEO, manager, entrepreneur, small business owner, or sales or marketing professional, Steve Jobs has something to teach you. Above all, a Steve Jobs presentation is intended to do three things: inform, educate and entertain. Here are ten steps to accomplishing them.
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You don’t want to pass up the opportunity to profit from your event. This includes being clever with your email campaigns to those who register for your event. You should create a confirmation email, a reminder email, a post webinar email for those who attended and for those who didn’t.
When delivering successful webinars you have to remember the webinar doesn’t start when the Presenter introduces him or herself it starts when the first participant logs on. You’ll want to capitalize on the participant’s attention when they first arrive. I have seen people sign into webinars up to 20 minutes early; rather than having them stare at 1 screen with the presenter’s bio, you should have a rotation of slides that offers information and prepares your audience for the webinar. There are many things you can present here but I would focus on providing general information about the webinar, sound check, questions, and ads.
This tip is especially important if you have multiple people involved with your webinar broadcasts. The use of a script helps everyone to understand when they are expected to be involved (and when they are not involved) as well as helping to avoid mis-communications about the flow of your event. How many webinars have you attended when it feels like the organizers did not plan very well?
One of the most important tasks for delivering a webinar is to keep your audience focused on your presentation. There are many office distractions that can take away from the effectiveness of your webinar if you aren’t keeping the audience’s attention on your message. In order to keep participants focused on your webinar and not their email, the daily news, or colleagues you will need to: identify with the audience, engage your participants, and articulate your message.
Select a Webinar Delivery Style
Each webinar has four human elements: Organizer, Moderator, Presenter, and Technical Support. Though it is possible for 1 person to run the show I strongly suggest using more than one staff member for these varied tasks. You always want to appear professional in the eyes of your participants so they will attend future webinars or be more likely to purchase from you.
When delivering a presentation in a classroom or office you want to appear cool, confident, and collected, right? Well a webinar is no different and if you start your webinar unprepared you might appear unprofessional to your audience. By making a checklist or a “to do list” you can ensure your webinar will start smoothly. You may even want to create several checklists for your event. Here are some examples:
Audio quality is extremely important when you are delivering a live event; you want to have the best possible audio so your audience can hear your presentation clearly. The latest technologies for webinar delivery have made it much easier for us to record the sessions (both audio and video); however there are some things you can do to help improve the quality of these recordings (aside from being inside a recording studio) by improving the audio quality.
