The Presentation Genius of Steves Jobs

Here are my three takeaway points from watching basically all of Steve Jobs' presentations.

1. Enthusiasm is contagious. If you care about what you're talking about it's pretty hard not to sell. This effect is more noticeable when speaking but is present in most truly great copy as well.

2. Most marketing out there doesn't really have a USP... You'll stand out if yours does. Think of the original iPod's "1000 songs in your pocket" hook. That's a USP. At a time when most mp3 players only held like 100 songs, it was a very good one, too. Even though the idea of having a USP is there in basically every copywriting book you'll ever read, the fact of the matter is, most sales letters out there really don't have a strong USP at all.

3. If a picture is worth 1000 words a demonstration is worth a million. This is something Ogilvy talked about a lot, and it's also a big part of what made Jobs' presentations amazing. Remember when he pulled the Macbook Air out of a manilla envelope? Now THAT'S a great demonstration.