Today
Why are they all saying the same thing? Because Apple has mastered the art of messaging, using a powerful and effective communication technique that works every time. I call it “The Twitter-friendly headline.” It works like this. Every time Apple introduces a new product, its spokespeople frame the product the way they want the public to talk about it. The iPhone 5S announcement was no exception.
Phil Schiller, Apple’s vice-president of worldwide marketing, was the first to reveal the headline about thirty minutes into the presentation: “The most forward-thinking phone we’ve ever created.” As soon I heard it, I thought it might be the headline of the event. Schiller confirmed it when he repeated a variation of the line: “The most forward thinking phone anyone has ever made.” Apple CEO Tim Cook also used the phrase “forward-thinking” to close the presentation. Apple executives always repeat the headline at least twice in a presentation, sometimes three times.
The headline is always well under 140 characters and easy to post on Twitter. If it’s too long, nobody will remember it, making it less likely to be repeated and shared on any type of social media or conversation. Apple takes an extra step that nearly guarantees the message will get across by making the headline visible across all of its platforms. For example, check out the message on the Apple.com home page immediately upon the conclusion of the keynote. It’s remarkably simple. A photo of the new device along with two words: forward-thinking.
Now take a look at the press announcement, also released at the conclusion of the launch event. The headline reads, “Apple Announces iPhone 5S: The Most Forward Thinking Smartphone In The World.”
The headline technique is effective because the brain looks for the big picture before details. People naturally listen for a concise, descriptive explanation of a product or an idea in order to frame it, placing it in a mental category. Apple is brilliant at marketing because it makes it easy for people do so. If that’s all you know about the new product— the most forward-thinking phone ever made—it tells you a lot. Of course, you’ll have more questions such as “What features make it forward-thinking,” or “How much will I pay for all of this forward-thinking?” Those questions are answered in the keynote presentation, on the website, and in the press release. The headline acts as the hook, the reason to take an interest in the product.
By describing the product in one short sentence, Apple frames the product and guarantees that it maintains some control over the narrative. Try it yourself and you’ll see how remarkably effective it is. Before you pitch or present a service, product, company, or cause, develop a one-sentence headline that’s easy to remember and repeat. If it can’t fit easily within a Twitter post, try again. It needs to be short and 140 characters is an ideal length. Remember, the headline is not a slogan.
The Twitter-friendly headline. It’s simple and powerful. It works for Apple and it will work for you.
Carmine Gallo is the communications coach for the world’s most admired brands. He is a popular keynote speaker and author of several books, including the international bestsellers The Presentation Secrets of Steve Jobs. Carmine’s upcoming book, Talk Like TED, reveals the 9 public-speaking secrets of the world’s top minds. Follow Carmine on Facebook or Twitter.
