I’ve been watching with great anticipation Apple’s Steve Jobs’ keynote presentation at Macworld 2008. (I got back into the Mac family a few weeks ago with a MacBook Pro laptop and iPhone.)
I confess though …. I don’t know if I’ve seen one of these presentations before … but, because I’m excited about being a Mac guy again, I have been listening and watching to it here and there as I work tonight.
One of the things that impressed me is how he introduced the new MacBook Air — the world’s thinnest notebook.
It was an amazing marketing presentation …
Here’s what he did and how I really love the way he sold this product:
- He made a list of industry-wide standard features
- He showed line-by-line what’s good and bad about them
- He gave notes and commentary of what’s really necessary and valuable
- He demolished the competition by simply unveiling your amazing product
It was a systematic, dismantling, marketing-by-education way of salesmanship. And I loved it.
To me, it’s similar to UPS’ Whiteboard TV commercials …. a simple, unique way of just showcasing how great your products and services are.
By the way, copywriter Ray Edwards got me thinking about this unique way of marketing about a month ago and it’s stuck with me. (Thanks, Ray!)