A friend of mine recently enjoyed some hardcore media training.
It was delivered by a regional CEO of Ogilvy & Mather.
We got to talking about what was good about the session.
Turns out the chap showed a video of Steve Jobs. It was from perhaps the mid-90s. He was explaining the ‘computer’.
The key phrase he uttered was;
a computer is like a bicycle for the mind
The Ogilvy guy loved this. And quite right too.
It’s all about using an analogy that brings something you’re pitching to life.
Jobs didn’t do what most people do. Which is explain the minutiae of what it does. He did not say some drivel along the lines of;
it’s an electronic machine that process data
No. So how are you making your product similarly come alive?