Victor’s Insider Scoop on Applying Apple’s Design Aesthetic to Real Estate ..
November 3rd, 2011 | top of page
In the October issue of Phoenix Apartment Real Estate News I introduced you to Apple’s design aesthetic by way of a quote from Steve Jobs:
“Design is not just what it looks like and feels like. Design is how it works.”
I’m going to follow up here with a discussion on how Steve Jobs designed his presentations to enamor his audiences for Apple products.
Whether your presentation is geared to selling .mp3 players or apartments always remember your presentation is not about you. It’s about your audience. And that audience is asking themselves one question: “Why should I care?” If your presentation answers this question right out of the gate you will grab your audience’s attention and keep them engaged. Tell them early, tell them often, and tell them clearly. Make your benefit as clear as possible, repeat it at least twice, and do it without buzzwords or jargon.
Think Twitter–like headlines; create a one sentence description that best reflects your product or service. The shorter the better. Example: when Steve Jobs was introducing the iPod for the first time he could have said: “Today Apple is introducing a new, ultraportable .mp3 player with a 6.5 ounce design, a 5 gigabyte hard drive complete with Apple’s legendary ease of use.” But, he didn’t. He simply said: “iPod. One thousand songs in your pocket.”
And who wanted one of those? Answer: Everyone!
This headline is effective and memorable because it meets three specific criteria:
1. It’s short (just 32 characters long)
2. It’s specific (1000 songs), and
3. It offers a personal benefit (you can carry your music library with you in your pocket)
The headline is a statement that gives your customers a promise of a better future. It’s not about you; it’s about the customer. Repeat that headline in your ongoing dialogue with your customers: presentation, slides, brochures, press releases, website, etc..
Three is the Magic Number
Steve Jobs created a verbal roadmap for his audience. It was an easy-to-follow story where he outlined his three main points first. He then went back to each of his three main points and filled in details on each.
• Create a list of all the key points you want your customers to know about your product or service.
• Prioritize the list until you have only three primary points.
• Under each of these three primary points add stories, examples, analogies, metaphors, or third-party endorsements.
Every Apple Keynote Presentation is accompanied by slides. Each slide is very simple containing a word, a short phrase, or a graphic device. Apple’s Keynote slides
• Do not repeat the presenter’s words; they reinforce or compliment them with a word, phrase, or image that is understood with a glance.
• Do not contain lengthy text. Reading detracts the audience’s attention away from the presenter and implies that the audience should be taking notes further taking their attention away.
• Are numerous; one idea or concept per slide vs. one slide with multiple ideas.
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