The art of Pitch
Transcript of The art of Pitch
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THE ART OF PITCH
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pitching is a long learning
curve
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yet can be approached as a scienceRobert Cialdini
The Principles of Persuasion
David RockDirector of the
Neuroleadership Institute
Dan PinkA Whole New Mind
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what % of your workis not on the market
because you did not convince the decision
makers ?
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Xwork
frustrationmissed
opportunities
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P I T C H
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Elevator pitch ?• Dale Carnegie
ELEVATOR PITCH3 minutes to convince
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workload time to pitchX
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concise
so it needs to be
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concise
catchy
so it needs to be
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concise
catchy
call-to-action
so it needs to be
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concise
catchy
call-to-action
so it needs to be
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case study:Otis, the first
elevator pitch short
straight
show
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_CONTENT: what do you want to say?
_PERSUASION: how do you say it?
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_CONTENT: what do you want to say??
_PERSUASION: how do you say it?
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S O W H A T ?that’s how you often feel
when someone finishes his pitch
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what do you want them to
KNOW
prepare
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what do you want them to
KNOWwhat do you want them to
FEEL
prepare
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what do you want them to
DOhow do you want them to
FEELwhat do you want them to
KNOW
prepare
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WHAT’S IN IT FOR THEM?
_who is your audience?
_what are their KPIs?
_where does motivation comes from?
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how do youtrigger action ?
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change is often perceived just
like this mountain.
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far away, hard to achieve,
dangerous.
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not changing is often perceived just as staying
home.
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it’s comfortable.that’s what
we’ve always done.
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but are you sure it’s safe?
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BENEFITS AND RISK OF CHANGING
BENEFITS AND RISK OF NOT CHANGING
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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
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NO
CHAN
GERISKS
+and showing the
risks of not changing might be
your best ally.
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CLARITY
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_THE CONTENT: what do you want to say?
_THE PERSUASION: how do you say it?
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_BE UNIQUE
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a Hollywood study showed the
importance of first impression
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I SLEEP_slickness_trying too hard_not clear / organized
I LISTEN_passion_wit_quirkiness
or
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greek taught us_ethos
_pathos
_logos
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ETHOS_who are you?
_why are you legitimate?
_what is your reputation?
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PATHOS_your sentimental affect with your audience
_what’s our story?
_why would I want to do this for you?
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LOGOS_make sense
_be organized
_run them through your reflexion
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ATTUNEMENTget into people’s mind
what do they think about?
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they probably never heard about your project before…
and need to understand a lot
of inputs
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the objective:
recreate your
EURÊKA MOMENT
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…then leave room forCOBUILDING
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THE ULTIMATE PITCH TOOLBOX
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ONE WORDyour powerful idea should be summerized
in one word that you want them to remember.
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SEARCH
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J’ADORE
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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.
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"IF IT DOESN'T FIT, YOU MUST ACQUIT”
rhyming taglines and messages tend to work better on retention
and persuasion
RHYMING PITCH
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TWITTER PITCH
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question
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inform
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promote
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SUBJECT PITCHone line makes you stand out
PITCH ADVICE
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FAIRY TALEa common way to organize your pitch
is to follow the fairy tale rythm.
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ONCE UPON A TIME
_start with a real and personal example to anchor your topic in reality
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ONCE UPON A TIME
EVERYDAY
_show how your example is relevant to everyday life situations
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ONCE UPON A TIME
EVERYDAY
ONE DAY
_introduce the game changer that is threatening or creating new opportunities
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ONCE UPON A TIME
EVERYDAY
ONE DAY
BECAUSE OF THAT
_explain the changes in the industry and how it might affect them
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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
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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?
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PRATICEYOUR PITCH
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[email protected]@mercury80.com