In honor of its 30th anniversary, here is Steve Jobs presenting Apple’s Macintosh computer for the first time. Many, many things have changed over the intervening years, but one fact has remained constant: wearing a bow tie is always a risky wardrobe choice.
Most presentations rely on logical arguments to try to persuade an audience–and that’s one of the reasons that so many of them fail. Charts, facts and figures tend to bore an audience and make them tune out. Making an emotional connection, on the other hand, is much more likely to be effective. It’s something that every speaker should try to include in their presentations.
When it comes creating advertising–which is really just another presentation format–Apple is the undisputed master at making people feel that they need something, even if it’s just a smaller version of something they already own. There’s a lot that any presenter can learn from how they work their magic to create that kind of desire.
Here’s a great example of how Apple deploys emotional content to sell its products. They don’t use any of the new iPad Mini’s specifications in order to make you want the new toy. This ad don’t even use any words other than the product’s name. Instead, Apple appeals to nostalgia with the childhood ritual of learning to play “Heart and Soul” on the piano, using the size difference between the two iPads to suggest a child playing along with an adult. Watching the piece for the first time during the keynote event literally gave me a warm fuzzy feeling, even though I’ve never played the piano.