the art of pitch
TRANSCRIPT
THE ART OF PITCH
pitching is a long learning
curve
yet can be approached as a scienceRobert Cialdini
The Principles of Persuasion
David RockDirector of the
Neuroleadership Institute
Dan PinkA Whole New Mind
what % of your workis not on the market
because you did not convince the decision
makers ?
Xwork
frustrationmissed
opportunities
P I T C H
Elevator pitch ?• Dale Carnegie
ELEVATOR PITCH3 minutes to convince
workload time to pitchX
concise
so it needs to be
concise
catchy
so it needs to be
concise
catchy
call-to-action
so it needs to be
concise
catchy
call-to-action
so it needs to be
case study:Otis, the first
elevator pitch short
straight
show
_CONTENT: what do you want to say?
_PERSUASION: how do you say it?
_CONTENT: what do you want to say??
_PERSUASION: how do you say it?
S O W H A T ?that’s how you often feel
when someone finishes his pitch
what do you want them to
KNOW
prepare
what do you want them to
KNOWwhat do you want them to
FEEL
prepare
what do you want them to
DOhow do you want them to
FEELwhat do you want them to
KNOW
prepare
WHAT’S IN IT FOR THEM?
_who is your audience?
_what are their KPIs?
_where does motivation comes from?
how do youtrigger action ?
change is often perceived just
like this mountain.
far away, hard to achieve,
dangerous.
not changing is often perceived just as staying
home.
it’s comfortable.that’s what
we’ve always done.
but are you sure it’s safe?
BENEFITS AND RISK OF CHANGING
BENEFITS AND RISK OF NOT CHANGING
NO
CHAN
GECH
ANGE
BENEFITS RISKS+ +-
-your audience perceive
the great benefits… …and very little risk in
changing
your audience perceive little benefits…
…and high risks in not changing
NO
CHAN
GERISKS
+and showing the
risks of not changing might be
your best ally.
CLARITY
_THE CONTENT: what do you want to say?
_THE PERSUASION: how do you say it?
_BE UNIQUE
a Hollywood study showed the
importance of first impression
I SLEEP_slickness_trying too hard_not clear / organized
I LISTEN_passion_wit_quirkiness
or
greek taught us_ethos
_pathos
_logos
ETHOS_who are you?
_why are you legitimate?
_what is your reputation?
PATHOS_your sentimental affect with your audience
_what’s our story?
_why would I want to do this for you?
LOGOS_make sense
_be organized
_run them through your reflexion
ATTUNEMENTget into people’s mind
what do they think about?
they probably never heard about your project before…
and need to understand a lot
of inputs
the objective:
recreate your
EURÊKA MOMENT
…then leave room forCOBUILDING
THE ULTIMATE PITCH TOOLBOX
ONE WORDyour powerful idea should be summerized
in one word that you want them to remember.
SEARCH
J’ADORE
QUESTIONS?questions trigger the attention of your audience as they will try to come up with the… make sure their
answer is the same as yours.
"IF IT DOESN'T FIT, YOU MUST ACQUIT”
rhyming taglines and messages tend to work better on retention
and persuasion
RHYMING PITCH
TWITTER PITCH
question
inform
promote
SUBJECT PITCHone line makes you stand out
PITCH ADVICE
FAIRY TALEa common way to organize your pitch
is to follow the fairy tale rythm.
ONCE UPON A TIME
_start with a real and personal example to anchor your topic in reality
ONCE UPON A TIME
EVERYDAY
_show how your example is relevant to everyday life situations
ONCE UPON A TIME
EVERYDAY
ONE DAY
_introduce the game changer that is threatening or creating new opportunities
ONCE UPON A TIME
EVERYDAY
ONE DAY
BECAUSE OF THAT
_explain the changes in the industry and how it might affect them
ONCE UPON A TIME
EVERYDAY
ONE DAY
BECAUSE OF THAT
BECAUSE OF THAT
_explain what you need to change to adapt to the new situation
ONCE UPON A TIME
EVERYDAY
ONE DAY
BECAUSE OF THAT
BECAUSE OF THAT
UNTIL FINALLY
_what are the objectives? what will be the new situation after the change?
PRATICEYOUR PITCH
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