The Jobs presentation thing did work - much of the audience bought into it early on - combined with the hefty bonus points of her being a woman in Silicon Valley that the media was desperate to elevate as a path blazing icon (so desperate they entirely drank the kool-aid and acted as a valuable reinforcement pillar for the fraud, and largely failed to investigate if Theranos was legitimate).

Jobs had follow-through, he had real products that often lived up to his pitching. His salesmanship was merely half the equation. Holmes only had a poor clone of that salesmanship, with none of the product. Had Theranos had real products, the approach she used in trying to quasi copy the Jobs image/presentation, would have served the promotional purpose effectively, as the media loved it.