Darren Hardy Interviews Carmine Gallo
Carmine Gallo is a popular keynote speaker, the communication coach for some of the world’s most admired brands, an independent journalist, and the bestselling author of seven books including The Presentation Secrets of Steve Jobs.
You can reach him at http://gallocommunications.com
Learning Lessons from the Interview: (as interpreted & understood by me)
In this interview Darren Hardy talks to Carmine about his book “The Presentation Secrets of Steve Jobs”.
Steve Jobs was an extraordinary story teller, world’s most astonishing corporate communicator, he turned product launches into an art form. His presentations were much more than a slide show, there was information, education, fun and entertainment in his presentation.
Great communicators use similar techniques.
What is the number one insanely great thing that one can do in front of the audience?
Most people start with slides, bullet points etc. They should start with telling a story that informs, educates and entertains. Most people are only involved in delivering information. Example when iPhone was introduced Steve Jobs told us of the features i.e. information, then he took time to educate us, he spoke about the problems that the audience was facing with the smart phones then in the market. Then he has fun and makes it entertaining. This all starts before you set your slides.
How to architect a great plot or story?
Talk about the audience dreams, the story has to be geared towards the audience. What are the problems that you are going to solve? First identify the needs of your audience. Find the enemy, villain and then with a solution become a hero.
Nine elements of Great Promotion
- Passion Statement
- Three Key Messages
- Metaphors and Analogies
- Customer Evidence and Third party endorsement
- Video Clips
- Flip Charts, props and show-and-tell
All these things need to be done before launching your presentation.
Steve Jobs used to start with a Pen and Paper, sketching, brainstorming, and white boarding on how to present the information visually. He spent many hours over many weeks getting every slide just right. He saw each presentation as a Theatrical Event. Slides always served as a backdrop.
It was his preparation, the time he put into his presentation. Steve Jobs worked on himself over years to perfect himself.
IT IS THE INTENTION ON GETTING BETTER!
It takes care to be simple. Simplicity is ultimate sophistication.
Headline – What is one thing you would like to bring across “One Sentence Summary” e.g. on introduction of MacBook air in 2008 – “World’s thinnest notebook”. On release of iPhone in 2007 – “Today Apple will revolutionize the phone”.
What is your Twitter friendly headline?
Passion Statement – What are you excited about?
Three Key Messages – Steve Jobs would rarely introduce a new product without three features of the product. There is power in THREE. Human brain can only take 3-4 points in short term memory so it would be bad to load them with a 20 point message.
Headline supported by 3 key points and in the key points are the nine elements.
Visual Elements – Picture Superiority – When information is presented in a picture and words people are more apt to grasp it. Use more images and photos.
Brain doesn’t pay attention to boring things.
Brain after sometime needs stimulation or it starts tuning out, as the same voice is droning on and on. Brain needs to see alternative forms of stimulation. Break up your Presentation.
10 MINUTE RULE – Show a video clip, ask a rhetorical question to the audience to keep them engaged. Tell a story. After every 10 minutes change to video clip, demonstration or introduce a new speaker.
It takes hours to prepare the presentation and to perfect it.
In preparation go through the Nine Elements
Practice and rehearse like crazy. Steve Jobs practiced lines on stage for weeks before the presentation.