Pitch Camp: Writers Workshop 2015
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M.J. D’elia university of guelph
Transcript of Pitch Camp: Writers Workshop 2015
M.J. D’eliauniversity of guelph
welcome
about me
Librarian Instructor Facilitator
Learning outcomes
At the end of this session you will…
my pitch
Learn pitch techniques to start meaningful conversations
pitch definition
“sheet music” - Lambda Chi Alpha Fraternity - Flickr (cc)
Pitch (music)
Clear and stable frequency Distinguish signal from noise
“molasses ” - Kelvin Beecroft - Flickr (cc)
Pitch (resin)
Solid Sticky (hard to forget)
“pitch” - Paul L Dineen - Flickr (cc)
Pitch (baseball)
Context specific Multiple techniques
“sir millard mulch” - rick - Flickr (cc)
Pitch (sales)
Intentional target Clear objective
Pitch
A concise proposal designed to move people
pitch practice
what + who
Select an idea to pitch Who will you pitch it to?
example (MJ)
Idea: online learning site Audience: supervisors
example
Idea: cross-Canada road trip Audience: your kids
example
Idea: take a dance class Audience: your significant other
what + who
Select an idea to pitch Who will you pitch it to?
adjust to your audience
example (MJ)
Idea: online learning site Audiences: supervisors v. students v. staff
Nancy Duarte (2008)
audience: Q1
What are they like?Walk in their shoes…
Adapted from Slide:ology, Duarte, 2008, pp. 14-15
audience: Q2
Why will they listen to you?Analyze your relationship…
audience: Q3
What keeps them up at night?Understand their frustrations…
audience: Q4
How can you solve their problem?Make their lives better…
audience: Q5
What do you want them to do?Clarify next steps…
audience: Q6
How might they resist?Anticipate concerns…
audience: Q7
How can you best reach them?Increase chance of success…
know your audience
summary
They’re busy They hear lots of ideas
case: dollar shave club
https://www.youtube.com/watch?v=ZUG9qYTJMsI
discussion
What makes that ad work?
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
build your blueprintpart one
“Make it personal and make it purposeful.”
Dan Pink, 2012, p. 5
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
massage your message
summary
Brainstorm important messages Cut the list to essential points
build your blueprintpart two
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
subject line pitch
summary
Distill your pitch to a phrase Stand out despite limited attention
cause a conversation
“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
objective
The goal is to learn - not win Refine with each pitch
wrap
abc
Adjust to your audience Build a blueprint Cause a conversation
~ Who ~ How ~ Why
“The enemy of persuasion is obscurity.”
~ Duarte, 2008, p. 10
questions?
references
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
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