A famous example of features vs. benefits is that of Steve Jobs when he launched the iPod. Instead of stating that it has “5GB storage”, he described the iPod as “a device to carry 1,000 songs in your pocket”
STEVE JOBS
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Two marketing lessons from Josh Kaufman, the author of The Personal MBA: Master the Art of Business.
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Invention and innovation
- Invention is the creation of a product or introduction of a process for the first time.
- Innovation is when someone improves on or makes a significant contribution to an existing product, process or service.
Steve Jobs' iPod is an ...
Tweet-friendly headlines
Steve Jobs's intro sentences were so great because they clearly outlined what the product did while creating intrigue.
Rather than rambling on, he used them to perfectly convey his message as compactly as possible.
Examples of one sentence summaries of the product he was presen...
Steve Jobs' presentation style
- A "Tweet-friendly headline" that summarises the product you're presenting: e.g.: "iPod: One thousand songs in your pocket."
- Showing your passion: He acted excited and used words like "cool" or "amazing".
- Ditching the power point: He kept the audien...
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