7 Lessons from a Marketing Genius Pt.1

Apple CEO Steve Jobs is considered one of the greatest marketers in corporate history. For more than three decades, he has delivered legendary keynote presentations, raised product launches to an art form and successfully communicated the benefits of Apple products to millions of customers. Whether you’re in sales, marketing, advertising or public relations, Steve Jobs has something to teach you about telling your brand story.

1. Plan in analog. Steve Jobs may have made a name for himself in the digital world, but he prepares presentations in the old world of pen and paper. He brainstorms, sketches and draws on whiteboards. Before a new iPhone, iPod or MacBook is introduced, the Apple team decides on the exact messages (aka, benefits) to communicate. Those messages are consistent across all marketing platforms: presentations, Web sites, advertisements, press releases, and even the banners than are unfurled after Jobs’ keynote.

2. Create Twitter-friendly headlines. Can you describe your product or service in 140 characters? Steve Jobs offers a headline, or description, for every product. Each headline can easily fit in a Twitter post. For example, when he introduced the MacBook Air in January, 2008, he said that it is simply, “The world’s thinnest notebook.” You could visit the Apple Web site for more information, but if that’s all you knew, it would tell you a lot. If your product description cannot fit in a Twitter post, keep refining.

3. Introduce the antagonist.

In every classic story, the hero fights the villain. The same holds true for a Steve Jobs presentation. In 1984, the villain was IBM, “Big Blue.” Before he introduced the famous 1984 ad to a group of Apple salespeople, he created a dramatic story around it. “IBM wants it all,” he said. Apple would be the only company to stand in its way. It was very dramatic and the crowd went nuts. Branding expert, Martin Lindstrom, has said that great brands and religions have something in common: the idea of vanquishing a shared enemy. Creating a villain allows the audience to rally around the hero — you, your ideas and your product.

4. Stick to the rule of three. The human brain can only absorb three or four “chunks” of information at any one time. Neuroscientists are finding that if you give your listeners too many pieces of information to retain, they won’t remember a thing. It’s uncanny, but every Steve Jobs presentation is divided into three parts. On September 9, 2009, when Jobs returned to the world stage after a medical leave of absence, he told the audience that he had three things to discuss: iPhone, iTunes and iPods. Jobs even has fun with the rule of three. In January, 2007, he told the audience he had “three revolutionary” products to introduce — an iPod, a phone and an Internet communicator. After repeating the list several times he said, “Are you getting it? These are not three separate devices. They are one device and we are calling it iPhone!”

7 Lessons from a Marketing Genius Pt.3

5. Strive for simplicity. Apple chief design architect, Jonathan Ive, said Apple’s products are easy to use because of the elimination of clutter. The same philosophy applies to Apple’s marketing and sales material. For example, there are forty words on the average PowerPoint slide. It’s difficult to find ten words in one dozen Apple slides. Most of Steve Jobs’ slides are visuals — photographs or images. When are there words, they are astonishingly sparse. For example, in January, 2008, Jobs was delivering his Macworld keynote and began the presentation by thanking his customers for making 2007 a successful year for Apple. The slide behind Jobs simply read “Thank you.” Steve Jobs tells the Apple story. The slides compliment the story.

6. Reveal a “Holy Smokes” moment. People will forget what you said, what you did, but they will never forget how you made them feel. There’s always one moment in a Steve Jobs presentation that is the water cooler moment, the one part of the presentation that everyone will be talking about. These show stoppers are completely scripted ahead of time. For example, when Jobs unveiled the MacBook Air, what do people remember? They recall that he removed the computer from an inter-office envelope. It’s the one moment from Macworld 2008 that everyone who watched it — and those who read about — seem to recall. The image of a computer sliding in an envelope was immediately unveiled in Apple ads and on the Apple website. The water cooler moment had run according to plan.

7. Sell dreams, not products. Great leaders cultivate a sense of mission among their employees and customers. Steve Jobs’ mission is to change the world, to put a “dent in the universe.” According to Jobs, “Your work is going to fill a large part of your life and the only way to do great work is to love what you do.” True evangelists are driven by a messianic zeal to create new experiences. When he launched the iPod in 2001, Jobs said, “In our own small way we’re going to make the world a better place.” Where most people see the iPod as a music player, Jobs sees it as tool to enrich people’s lives. It’s important to have great products, of course, but passion, enthusiasm and emotion will set you apart.

Vision Africa Online

Signs of Malaria

The first signs of this disease are headaches and recurring fevers that star about 2 weeks after infection. The drug resistant forms of the disease can be deadly when not recognised and treated in time. Always inform your GP of the fact that you had visited a foreign country, if you develop any disease or symptoms when you return. Much of the practice of medicine is still based on intelligent guessing, but then your doctor or GP must have all the facts.

Prevention of malaria

Judicious use of insect repellent sprays or sticks, which may not always be obtainable in remote places or countries, sleeping under a proper mosquito net and avoidance of areas near open stretches of water at dusk, dawn and night when mosquitoes are at their most active, can go a long way towards warding off this dreadful disease which can cause a period of debilitating illness.

In order to be infected by Malaria, you need three things:

* A female Anopheles mosquito,

* Who had dined on an already infected carrier?

* exposed skin on your body

There is little you can do about the first two items other than avoiding the area where these mosquitos’ occur, but repellent spray and use of proper netting will give you the upper hand.

Malaria prevention in Africa

Malaria is a serious mosquito born disease found in many tropical and sub-tropical low lying and swampy areas of Africa, mostly Central Africa, East and North Africa, but also the Northern and Eastern areas of Southern Africa, along a 100 km strip along the borders with Zimbabwe and Mozambique or Maputo.

African art

African art constitutes one of the most diverse legacies on earth. Though many casual observers tend to generalize “traditional” African art, the continent is full of peoples, societies, and civilizations, each with a unique visual special culture. The definition also includes the art of the African diasporas, such as the art of African Americans. Despite this diversity, there are some unifying artistic themes when considering the totality of the visual culture from the continent of Africa.

* Emphasis on the human figure: The human figure is the primary subject matter for most African art. In historical periods involving trade between Africa and Europe, the introduction of the human body into existing European pottery and other art forms can reliably be taken as evidence of contact with African cultures. For example in the fifteenth century Portugal traded with the Sapi culture near the Ivory Coast in West Africa, who created elaborate ivory saltcellars that were hybrids of African and European designs, most notably in the addition of the human figure (the human figure typically did not appear in Portuguese saltcellars).

* Visual abstraction: African artworks tend to favor visual abstraction over naturalistic representation. This is because many African artworks, and generalize stylistic norms. [2] Ancient Egyptian art, also usually thought of as naturalistically depictive, makes use of highly abstracted and regimented visual canons, especially in painting, as well as the use of different colors to represent the qualities and characteristics of an individual being depicted. [3]

* Emphasis on sculpture: African artists tend to favor three-dimensional artworks over two-dimensional works. Even many African paintings or cloth works were meant to be experienced three-dimensionally. House paintings are often seen as a continuous design wrapped around a house, forcing the viewer to walk around the work to experience it fully; while decorated cloths are worn as decorative or ceremonial garments, transforming the wearer into a living sculpture.