Our communications coach breaks down the ace presenter’s latest Macworld keynote. 我們的通訊教練休息下來，王牌主持人的最新Macworld的基調。 The result? 結果如何？ A 10-part framework you can use to wow your own audience 10部分的框架，您可以使用哇你自己的觀眾

by Carmine Gallo 由胭脂紅Gallo是

When Apple (AAPL) CEO Steve Jobs kicked off this year’s Macworld Conference & Expo, he once again raised the bar on presentation skills.當蘋果電腦（ AAPL ）執行長Steve Jobs揭開序幕，今年的MacWorld大會暨博覽會，他再次提出酒吧演講技巧。 While most presenters simply convey information, Jobs also inspires.雖然大部分主持人簡單地傳達信息，就業機會，也能啟發。 He sells the steak and the sizzle at the same time, as one reader commented a few years ago.他還賣了牛排和sizzle在同一時期，作為一位讀者評論說，幾年前。

I analyzed his latest presentation and extracted the 10 elements that you can combine to dazzle your own audience.了分析他的最新陳述，並提取了10種元素，你可以結合，以耀眼你自己的觀眾。 Bear in mind that Jobs has been refining his skills for years.牢記職位已經細化他的技能多年。 I broke down his 2007 Macworld keynote in a previous column (BusinessWeek.com, 7/6/07) and in a chapter in my latest book.我違反了， 2007年Macworld的基調在先前柱（ businessweek.com ， 7/6/07 ） ，並為一章，在我最新的書。 Still, how he actually arrives at what appear to be effortless presentations bears expanding on and explaining again.儘管如此，他如何實際到達什麼似乎輕而易舉，介紹熊擴大，並解釋了。

1. 1 。 Set the theme. “There is something in the air today.” With those words, Jobs opened Macworld. 確定了主題 " ，有一些東西在空中的今天， "這些話，喬布斯開Macworld大會。 By doing so, he set the theme for his presentation (BusinessWeek.com, 1/15/08) and hinted at the key product announcement—the ultrathin MacBook Air laptop.這樣，他確定了主題演講（ businessweek.com ， 1/15/08 ） ，並暗示，在關鍵產品發布-超薄的MacBook空氣筆記本電腦。 Every presentation needs a theme, but you don’t have to deliver it at the start.每一個表述的需求為主題，但你沒有提供它在一開始的。 Last year, Jobs delivered the theme about 20 minutes into his presentation: “Today Apple reinvents the phone.” Once you identify your theme, make sure you deliver it several times throughout your presentation.去年，喬布斯發表主題約20分鐘到他的發言： "今天蘋果公司重塑了電話： "一旦你確定你的主題時，要確保您所交付的，它多次在整個你的陳述。

2. 2 。 Demonstrate enthusiasm. Jobs shows his passion for computer design. 表現出熱情。職位顯示出他的熱情，為計算機設計。 During his presentation he used words like “extraordinary,” “amazing,” and “cool.” When demonstrating a new location feature for the iPhone, Jobs said, “It works pretty doggone well.” Most speakers have room to add some flair to their presentations.在他的介紹，他用"不平凡" ， "了不起" ， "酷"的時候，表現出一個新的位置特徵，為的iPhone ，喬布斯說， "它漂亮doggone好" ，多數發言者也有應對的空間添加一些天賦，以他們的演示。 Remember, your audience wants to be wowed, not put to sleep.請記住，你的聽眾希望得到wowed ，而不是把睡覺。 Next time you’re crafting or delivering a presentation, think about injecting your own personality into it.如果你下次工藝或提供簡報，想想注入自己的個性而為。 If you think a particular feature of your product is “awesome,” say it.如果你認為某一特徵你的產品是"可怕" ，說他。 Most speakers get into presentation mode and feel as though they have to strip the talk of any fun.大多數發言者都進入演示模式和感覺好像他們已經脫光衣服的話題，任何樂趣。 If you are not enthusiastic about your own products or services, how do you expect your audience to be?如果你並不熱衷於自己的產品或服務，你怎麼指望你的聽眾可以看見嗎？

3. 3 。 Provide an outline. Jobs outlined the presentation by saying, “There are four things I want to talk about today. 提供一個綱要。職位概述介紹說， "有四件事我想談談今天。 So let’s get started…” Jobs followed his outline by verbally opening and closing each of the four sections and making clear transitions in between.那麼讓我們開始吧… … "工作，其次是他的大綱，由口頭開幕式和閉幕式四個方面中的每個章節，並明確躍遷在這兩者之間。 For example, after revealing several new iPhone features, he said, “The iPhone is not standing still.舉例來說，揭示了若干新的iPhone的特點，他說： "蘋果iPhone不是原地踏步。 We keep making it better and better and better.我們不斷使之更好地與越辦越好。 That was the second thing I wanted to talk about today.這是第二件事，我想談談今天。 No. 3 is about iTunes.” Make lists and provide your audience with guideposts along the way.第3條是關於iTunes的" ，使清單，並提供您的讀者與思想，在前進的道路上。

4. 4 。 Make numbers meaningful. When Jobs announced that Apple had sold 4 million iPhones to date, he didn’t simply leave the number out of context. 作出有意義的號碼，當Jobs宣布，蘋果公司已售出400萬iphones至目前為止，他並沒有簡單地離開的人數斷章取義。 Instead, he put it in perspective by adding, “That’s 20,000 iPhones every day, on average.” Jobs went on to say, “What does that mean to the overall market?” Jobs detailed the breakdown of the US smartphone market and Apple’s share of it to demonstrate just how impressive the number actually is.相反，他把它放在角度加入， "這是20000 iphones ，每天平均"的工作，接著說， "這是什麼意思，以整體市場？ "工作，詳細分類的美國智能手機市場蘋果公司的份額，它表現出多麼可觀的數目，實際上是對的。 Jobs also pointed out that Apple’s market share equals the share of its top three competitors combined.喬布斯還指出，蘋果的市場份額相當於份額，其前三名的競爭對手的總和。 Numbers don’t mean much unless they are placed in context.數字並不那麼重要，除非它們被放置在背景。 Connect the dots for your listeners.連接這些點，為你的聽眾。

5. 5 。 Try for an unforgettable moment. This is the moment in your presentation that everyone will be talking about. 嘗試一個難忘的時刻，這是時刻在你的陳述說，每個人都將談論。 Every Steve Jobs presentation builds up to one big scene.每喬布斯介紹，建立一個大舞台。 In this year’s Macworld keynote, it was the announcement of MacBook Air.在今年的Macworld的基調，這是公佈的MacBook空氣。 To demonstrate just how thin it is, Jobs said it would fit in an envelope.展示多麼薄，它是喬布斯表示，它適合在一個信封中。 Jobs drew cheers by opening a manila interoffice envelope and holding the laptop for everyone to see.職位提請歡呼，開起了一個馬尼拉間的信封及控股筆記本電腦給大家看。 What is the one memorable moment of your presentation?什麼是一個值得紀念的時刻，你的陳述呢？ Identify it ahead of time and build up to it.找出它的超前性，並建立它。

6. 6 。 Create visual slides. While most speakers fill their slides with data, text, and charts, Jobs does the opposite. 創造視覺幻燈片，雖然大多數發言者填寫自己的幻燈片資料，文字，圖表，工作是否適得其反。 There is very little text on a Steve Jobs slide.有很少的文字就喬布斯幻燈片。 Most of the slides simply show one image.大部分的幻燈片，簡單地顯示一個圖像。 For example, his phrase “The first thing I want to talk to you about today…” was accompanied by a slide with the numeral 1.舉例來說，他的一句"第一件事我想和大家談談今天… … "伴隨著幻燈片與數詞1 。 That’s it.就是這麼簡單。 Just the number.只是號碼。 When Jobs discussed a specific product like the iPhone, the audience saw a slide with an image of the product.當工作，討論了一個具體的產品一樣的iPhone ，觀眾看到一個幻燈片與形象的產品。 When text was introduced, it was often revealed as short sentences (three or four words) to the right of the image.當文本被介紹時，往往發現由於短期徒刑（ 3或4個字） ，以正確的形象。 Sometimes, there were no images at all on the slide but a sentence that Jobs had delivered such as “There is something in the air.” There is a trend in public speaking to paint a picture for audiences by creating more visual graphics.有時候，有沒有圖像，在所有對幻燈片，但一個句子職位並發表了諸如"有一些東西在空中"有一種趨勢，在公開演講描繪，為觀眾創造更多的視覺圖像。 Inspiring presenters are short on bullet points and big on graphics.鼓舞人心的主持人都很短，對子彈點和大圖形。

7. 7 。 Give ‘em a show. A Jobs presentation has ebbs and flows, themes and transitions. 讓'在作秀，一個職位介紹了低潮與流向，主題和過渡效果。 Since he’s giving his audience a show instead of simply delivering information, Jobs includes video clips, demonstrations, and guests he shares the stage with.由於他的，他給觀眾表演而不是簡單地提供信息，就業崗位，包括視頻剪輯，示範和來賓，他的股票同台。 In his latest keynote, the audience heard from Jim Gianopulos, CEO and chairman of Fox Filmed Entertainment, and Paul Otellini, CEO of Intel ((INTC). Enhance your presentations by incorporating multimedia, product demonstrations, or giving others the chance to say a few words.在他最新的基調，觀眾聽到吉姆實力，首席執行官及董事長福克斯電影娛樂的，和Paul Otellini首席執行官英特爾（公司（ INTC ） 。提高你的演講，把多媒體，產品演示，或者讓別人有機會說幾句話。

8. 8 。 Don’t sweat the small stuff. Despite your best preparation, something might go wrong as it did during the keynote. 不流汗的小東西，儘管你的最佳準備，有可能出錯的，因為它確實在為基調。 Jobs was about to show some photographs from a live Web site, and the screen went black while Jobs waited for the image to appear.就業機會即將出現一些照片，從一個活生生的網站，並在屏幕上了黑色，而就業機會在等待的形象出現。 It never did.它並沒有這樣作。 Jobs smiled and said, “Well, I guess Flickr isn’t serving up the photos today.” He then recapped the new features he had just introduced.職位微笑著說： "好，我猜Flickr也是不在職了照片今天" ，他則重述了新的特點，他剛剛推出。 That’s it.就是這麼簡單。 It was no big deal.這是沒有什麼大不了。 I have seen presenters get flustered over minor glitches.我曾看過他主持節目獲得慌張過輕微事故。 Don’t sweat minor mishaps.不流汗的輕微事故。 Have fun.享受生活的樂趣。 Few will remember a glitch unless you call attention to it.很少人會記得一個干擾，除非你請注意。

9. 9 。 Sell the benefit. While most presenters promote product features, Jobs sells benefits. 出售獲益，而大多數主持人宣傳產品功能，喬布斯銷售效益。 When introducing iTunes movie rentals, Jobs said, “We think there is a better way to deliver movie content to our customers.” Jobs explained the benefit by saying, “We’ve never offered a rental model in music because people want to own their music.當引進的iTunes電影租金時，喬布斯說， "我們認為這是一種更好的方式來提供電影內容給客戶"的工作，闡述了效益，他說， "我們以前從來沒有提供租賃的模式，在音樂，因為人們想擁有自己的音樂。 You listen to your favorite song thousands of times in your life.你聽你最喜歡的歌曲數千次，在你的生活。 But most of us watch movies once, maybe a few times.但我們大多數人看電影一次，也許經過數倍。 And renting is a great way to do it.租賃是一個偉大的方式做到這一點。 It’s less expensive, doesn’t take up space on our hard drive…” Your listeners are always asking themselves, “What’s in it for me?” Answer the question.它的成本較低，不佔用空間，我們的硬盤驅動器… … "你的聽眾總是問自己： "什麼的，在它適合我嗎？ "回答這個問題。 Don’t make them guess.不要讓他們猜。 Clearly state the benefit of every service, feature, or product.顯然，國家的利益，每一個服務功能，或產品。

10. 10 。 Rehearse, rehearse, rehearse. Steve Jobs cannot pull off an intricate presentation with video clips, demonstrations, and outside speakers without hours of rehearsal. 排練，排練，排練。喬布斯不能頂著一個錯綜複雜的陳述與視頻剪輯，示威和揚聲器外，沒有時間的排練。 I have spoken to people within Apple who tell me that Jobs rehearses the entire presentation aloud for many hours.我曾談過的人，蘋果的人告訴我的職位rehearses整個演講高喊許多小時。 Nothing is taken for granted.什麼是理所當然的事。 You can see he rehearsed the Macworld presentation because his words were often perfectly synchronized with the images and text on the slides.你可以看到他排練的Macworld大會上介紹，因為他的話常常是完美的同步與圖像和文字上的幻燈片。 When Jobs was showing examples of the films that are available on the new iTunes movie rental service, one poster of a particular film appeared at the exact moment he began to talk about it.當職位上顯示著的例子影片中，也可對新的iTunes電影租賃服務，其中的海報特定的電影出現在確切的時刻，他開始談論它。 The entire presentation was coordinated.整個陳述相協調。 A Steve Jobs presentation looks effortless because it is well-rehearsed. 1喬布斯介紹看起來輕而易舉，因為它是通過精心排練的。

Try to use all of the techniques I describe above in your next presentation.嘗試用所有的技巧我說，在上述你的下一個陳述。 Then let me know how it goes.那麼，讓我知道如何去。 You can e-mail me at carmine@gallocommunications.com with your feedback or post a comment below.你可以發送電子郵件，我在carmine@gallocommunications.com與您的反饋或張貼一條評論如下。

Carmine Gallo, a business communications coach and Emmy-Award winning former TV journalist, is the author of Fire Them Up! 胭脂紅Gallo是一個商業通信教練和艾美獎得獎前電視記者，是作者的消防起來！ and 10 Simple Secrets of the World’s Greatest Business Communicators. 和10個簡單的秘密，世界上最偉大的業務宣傳員。 He writes his communications column every week. 他寫道，他的通訊欄每星期。