Post on 15-Jul-2015
audience: Q1
What are they like?Walk in their shoes…
Adapted from Slide:ology, Duarte, 2008, pp. 14-15
scripted
“Every moment, every frame, everything has to have a reason or a point.”
Lucia Aniello, Commercial director
delight
“Don’t give them a video they could have written themselves.”
Michael Dubin, Dollar Shave Club CEO
content
What do you want them to know?Key points, primary advantages…
Adapted from To Sell is Human, Pink, 2012, p. 179
emotion
What do you want them to feel?Enthusiasm, indignation…
Adapted from To Sell is Human, Pink, 2012, p. 179
action
What do you want them to do?Invest, approve, switch direction…
Adapted from To Sell is Human, Pink, 2012, p. 179
utility
People respond to information that affects themAppeal to extrinsic motivation
Adapted from To Sell is Human, Pink, 2012, pp. 166-168
curiosity
People respond to information that intrigues themAppeal to intrinsic motivation
Adapted from To Sell is Human, Pink, 2012, pp. 166-168
specificity
People respond to clear calls for actionAppeal to desire for detail
Adapted from To Sell is Human, Pink, 2012, pp. 166-168
the mix
utility + specificity curiosity + specificity utility + curiosity
Adapted from To Sell is Human, Pink, 2012, pp. 166-168
R R S
“The purpose is to offer something so compelling that it begins a conversation, brings the other person in as a participant, and eventually arrives at an outcome that appeals to both of you.”
~ Pink, 2012, p. 158
questioning
Instigate the conversationInvite responses, clarify motives…
Adapted from To Sell is Human, Pink, 2012, p. 145-149
listening
Inhabit the audience’s perspectiveHear offers, look for opportunity…
Adapted from To Sell is Human, Pink, 2012, p. 189-191
improvising
Work with what you are givenBuild and improve ideas together
Adapted from To Sell is Human, Pink, 2012, p. 193-194
storytelling
Craft a compelling narrativeBuild empathy, create context…
Adapted from To Sell is Human, Pink, 2012, p. 170-174
Dachis, A. (Dec 4, 2012). How do I pitch an idea that gets heard? [Lifehacker blog]. Retrieved from http://lifehacker.com/5965536/how-do-i-pitch-an-idea-that-actually-gets-heard
Duarte, N. (2008). Slide:ology: The art and science of creating great presentations. Sebastopol, CA: O’Reilly Gibbons, K. (Jul 20, 2012). How Dollar Shave Club got their sales pitch in front of 5 million+ people.
[Search Engine Watch Blog]. Retrieved from http://searchenginewatch.com/sew/how-to/2193070/how-dollar-shave-club-got-their-sales-pitch-in-front-of-5-million-people#
James, G. (July 25, 2014). Five best cinematic sales pitches. [Inc. Magazine]. Retrieved from http://www.inc.com/geoffrey-james/the-5-best-cinematic-sales-pitches.html
Levick, R. S. (April 23, 2012). Three marketing takeaways from Dollar Shave Club’s f***ing great ad. Retrieved from: http://www.fastcompany.com/1835082/3-marketing-takeaways-dollar-shave-club’s-fing-great-ad
Pink, D. (2012). To sell is human: the surprising truth about moving others. New York: Riverhead Pullen, J. P. (October 2012). How Dollar Shave Club’s ad went viral [Entrepreneur website]. Retrieved from:
http://www.entrepreneur.com/article/224282
references