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The art of Pitch

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What is the science that make a pitch successful?
Can we switch from an art to a skill?

Veröffentlicht in: Vertrieb

The art of Pitch

  2. 2. pitching is a long learning curve
  3. 3. yet can be approached as a science Robert Cialdini The Principles of Persuasion David Rock Director of the Neuroleadership Institute Dan Pink A Whole New Mind
  4. 4. what % of your work is not on the market because you did not convince the decision makers ?
  5. 5. X work frustration missed opportunities
  6. 6. P I T C H
  7. 7. Elevator pitch ? • Dale Carnegie ELEVATOR PITCH 3 minutes to convince
  8. 8. workload time to pitchX
  9. 9. concise so it needs to be
  10. 10. concise catchy so it needs to be
  11. 11. concise catchy call-to-action so it needs to be
  12. 12. concise catchy call-to-action so it needs to be
  13. 13. case study: Otis, the first elevator pitch short straight show
  14. 14. _CONTENT: what do you want to say? _PERSUASION: how do you say it?
  15. 15. _CONTENT: what do you want to say?? _PERSUASION: how do you say it?
  16. 16. S O W H A T ? that’s how you often feel when someone finishes his pitch
  17. 17. what do you want them to KNOW prepare
  18. 18. what do you want them to KNOW what do you want them to FEEL prepare
  19. 19. what do you want them to DO how do you want them to FEEL what do you want them to KNOW prepare
  20. 20. WHAT’S IN IT FOR THEM? _who is your audience? _what are their KPIs? _where does motivation comes from?
  21. 21. how do you trigger action ?
  22. 22. change is often perceived just like this mountain.
  23. 23. far away, hard to achieve, dangerous.
  24. 24. not changing is often perceived just as staying home.
  25. 25. it’s comfortable. that’s what we’ve always done.
  26. 26. but are you sure it’s safe?
  28. 28. NO CHANGE CHANGE 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
  29. 29. NO CHANGE RISKS and showing the risks of not changing might be your best ally.
  30. 30. CLARITY
  31. 31. _THE CONTENT: what do you want to say? _THE PERSUASION: how do you say it?
  32. 32. _BE UNIQUE
  33. 33. a Hollywood study showed the importance of first impression
  34. 34. I SLEEP _slickness _trying too hard _not clear / organized I LISTEN _passion _wit _quirkiness or
  35. 35. greek taught us _ethos _pathos _logos
  36. 36. ETHOS _who are you? _why are you legitimate? _what is your reputation?
  37. 37. PATHOS _your sentimental affect with your audience _what’s our story? _why would I want to do this for you?
  38. 38. LOGOS _make sense _be organized _run them through your reflexion
  39. 39. ATTUNEMENT get into people’s mind what do they think about?
  40. 40. they probably never heard about your project before… and need to understand a lot of inputs
  41. 41. the objective: recreate your EURÊKA MOMENT
  42. 42. …then leave room for COBUILDING
  44. 44. ONE WORD your powerful idea should be summerized in one word that you want them to remember.
  45. 45. SEARCH
  46. 46. J’ADORE
  47. 47. 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.
  48. 48. "IF IT DOESN'T FIT, YOU MUST ACQUIT” rhyming taglines and messages tend to work better on retention and persuasion RHYMING PITCH
  50. 50. question
  51. 51. inform
  52. 52. promote
  53. 53. SUBJECT PITCH one line makes you stand out PITCH ADVICE
  54. 54. FAIRY TALE a common way to organize your pitch is to follow the fairy tale rythm.
  55. 55. ONCE UPON A TIME _start with a real and personal example to anchor your topic in reality
  56. 56. ONCE UPON A TIME EVERYDAY _show how your example is relevant to everyday life situations
  57. 57. ONCE UPON A TIME EVERYDAY ONE DAY _introduce the game changer that is threatening or creating new opportunities
  58. 58. ONCE UPON A TIME EVERYDAY ONE DAY BECAUSE OF THAT _explain the changes in the industry and how it might affect them
  59. 59. 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
  60. 60. 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?
  62. 62. THANK YOU jxo@mercury80.com bruno@mercury80.com