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The art of Pitch

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This document provides guidance on creating effective pitches. It discusses that pitching requires a learning curve but can be approached scientifically. An effective pitch should be concise, catchy, and contain a clear call-to-action. It recommends identifying what information the audience needs to know, what feelings one wants to evoke, and what action one wants them to take. Framing the benefits of changing and risks of not changing can be persuasive. The document also provides examples of pitch structures like using a fairy tale framework or Twitter-style question-inform-promote format.

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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 science Robert Cialdini The Principles of Persuasion David Rock Director of the Neuroleadership Institute Dan Pink A Whole New Mind

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what % of your work is not on the market because you did not convince the decision makers ?

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X work frustration missed opportunities

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P I T C H

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Elevator pitch ? • Dale Carnegie ELEVATOR PITCH 3 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 KNOW what do you want them to FEEL prepare

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what do you want them to DO how do you want them to FEEL what 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 you trigger 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 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

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NO CHANGE RISKS 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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ATTUNEMENT get 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 for COBUILDING

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THE ULTIMATE PITCH TOOLBOX

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ONE WORD your powerful idea should be summerized in one word that you want them to remember.

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SEARCH

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The art of Pitch

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J’ADORE

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The art of Pitch

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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 PITCH one line makes you stand out PITCH ADVICE

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FAIRY TALE a 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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PRATICE YOUR PITCH

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THANK YOU jxo@mercury80.com bruno@mercury80.com

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The art of Pitch

Editor's Notes

  1. NOW, WE ARE NOT GOING TO TURN YOU INTO STEEVE JOBS OR BARACK OBAMA IN A DAY. PITCHING IS A COMPLEXE SCIENCE. Notre façon de voir la chose : les bases scientifiques et non des recettes Nous sommes des passeurs, vulgariser la science Image science Robert Cialdini, Robert-Vincent Joule, David Rock, Dan Pink
  2. AND THAT’S A LOT OF WORK…. (PAUSE AND WAIT) WHICH RAISES TWO MAIN ISSUES FOR BOTH YOU AND THE COMPANY (NEXT SLIDE)
  3. WHICH IS NEITHER PROFITABLE FOR YOU, OR FOR THE COMPANY. FOR YOU, YOU GOT WORK FRUSTRATION FOR YOU You work very hard On producing innovative and smart features… AND FOR THE COMPANY, SO MANY GREAT IDEAS THAT WILL EVER STAY IN THE SHADOWS, SO MANY MISSED OPPORTUNITIES.
  4. ACTUALLY, IN MY OPINION, IT’S THE PERFECT WORD TO DESCRIBE WHAT IT IS: SHORT AND IMPACTFUL, LIKE THE SOUND OF A PUNCH.
  5. Dale Carnegie WAS THE FIRST ONE TO INTRODUCE THE VERY FAMOUS NOTION OF ELEVATOR PITCH. HIS BELIEF IS THAT…. …
  6. AND INDEED. THERE IS A MASSIVE INADEQUATION BETWEEN THE AMOUNT OF WORK THAT YOU SPEND BUILDING UP A PROJECT, AND THE AMOUNT OF TIME THAT YOU’RE GIVEN TO SUPPORT IT
  7. EXPLAIN THE PITCH EXPERIENCE
  8. TOO MANY TIMES, DURING PITCH SESSION, I HAD THIS WEIRD FEELING THAT I WAS NOT REALLY FOLLOWING WHERE THE ANCHOR WAS TAKING ME TO. AND IT TURNED OUT THAT AT THE END OF THE PITCH, I WOULD REMAIN WITH THIS QUESTION IN MIND: SO WHAT? I HEARD YOUR STORY, I AGREE WITH MOST OF THE FACT, I ACKNOWLEDGE THE EFFORT AND THE WORK PRODUCED,…. BUT WHAT’S YOUR POINT? WHAT DO YOU WANT ME TO DO? WHY ARE YOU TELLING ME THIS? YOU NEED TO PLAN OUT VERY CLEARLY WHAT IS THE PURPOSE OF YOUR PITCH: (NEXT SLIDE)
  9. WHAT YOU WANT THEM TO KNOW (EXAMPLES..)
  10. HOW DO YOU WANT THEM TO FEEL, WHAT DO YOU WANT THEM TO SEE
  11. WHAT DO YOU WANT THEM TO DO. WHAT CAN THEY DO TO HELP YOU ACHIEVE THIS PROJECT
  12. WHICH BRINGS US TO THE MAIN QUESTION BEFORE WORKING ON A PROJECT PITCH: WHO IS YOUR AUDIENCE, WHAT ARE THEY INTERESTED INTO AND HOW CAN YOU APPEAL TO THAT? WHAT CAN YOU BRING THEM? THE SIMPLE RULE UNDERLYING A PITCH IS THE RULE OF “GIVE TO GET’ THE VALUE YOU SEE IN THE PROJECT IN NOT NECESSARALY THE VALUE OF YOUR AUDIENCE. YOU NEED TO SHOW THAT THE VALUE ACCORDING TO THEIR KPIS ARE GOOD TO TRIGGER THEIR ACTION TOWARDS SOMETHING YOU WILL BENEFIT. IT’S ABOUT CONVINCING SOMEONE THAT YOUR IDEA IS THE RIGHT THING FOR THEM, NOT FOR YOU.
  13. ONCE THEY SEE THE VALUE, THE JOB IS NOT QUITE DONE YET.
  14. CHANGE IS OFTEN PERCEIVED JUST LIKE THIS MOUNTAIN. COLD, FAR AWAY, HARD TO ACHIEVE, DANGEROUS,... NOW THIS IS ACTUALLY THE EVEREST MOUNTAIN. WHAT IF I TELL YOU THERE’S A POT OF GOLD ON TOP OF IT, WOULD YOU GO AND GET IT? NOW IF I TELL YOU THAT THEY RECENTLY INSTALLED A FUNICULAR, THAT YOU CAN GET THERE VERY EASILY IN 10 MINUTES, WITHOUT RISKS, AND THAT ON TOP OF ALL, IT’S REALLY CHEAP. NOW WHO WOULD BE OK TO GO GET THAT POT OF GOLD?
  15. CHANGE IS OFTEN PERCEIVED JUST LIKE THIS MOUNTAIN. COLD, FAR AWAY, HARD TO ACHIEVE, DANGEROUS,... NOW THIS IS ACTUALLY THE EVEREST MOUNTAIN. WHAT IF I TELL YOU THERE’S A POT OF GOLD ON TOP OF IT, WOULD YOU GO AND GET IT? NOW IF I TELL YOU THAT THEY RECENTLY INSTALLED A FUNICULAR, THAT YOU CAN GET THERE VERY EASILY IN 10 MINUTES, WITHOUT RISKS, AND THAT ON TOP OF ALL, IT’S REALLY CHEAP. NOW WHO WOULD BE OK TO GO GET THAT POT OF GOLD?
  16. CHANGE IS OFTEN PERCEIVED JUST LIKE THIS MOUNTAIN. COLD, FAR AWAY, HARD TO ACHIEVE, DANGEROUS,... NOW THIS IS ACTUALLY THE EVEREST MOUNTAIN. WHAT IF I TELL YOU THERE’S A POT OF GOLD ON TOP OF IT, WOULD YOU GO AND GET IT? NOW IF I TELL YOU THAT THEY RECENTLY INSTALLED A FUNICULAR, THAT YOU CAN GET THERE VERY EASILY IN 10 MINUTES, WITHOUT RISKS, AND THAT ON TOP OF ALL, IT’S REALLY CHEAP. NOW WHO WOULD BE OK TO GO GET THAT POT OF GOLD?
  17. CHANGE IS OFTEN PERCEIVED JUST LIKE THIS MOUNTAIN. COLD, FAR AWAY, HARD TO ACHIEVE, DANGEROUS,... NOW THIS IS ACTUALLY THE EVEREST MOUNTAIN. WHAT IF I TELL YOU THERE’S A POT OF GOLD ON TOP OF IT, WOULD YOU GO AND GET IT? NOW IF I TELL YOU THAT THEY RECENTLY INSTALLED A FUNICULAR, THAT YOU CAN GET THERE VERY EASILY IN 10 MINUTES, WITHOUT RISKS, AND THAT ON TOP OF ALL, IT’S REALLY CHEAP. NOW WHO WOULD BE OK TO GO GET THAT POT OF GOLD?
  18. CHANGE IS OFTEN PERCEIVED JUST LIKE THIS MOUNTAIN. COLD, FAR AWAY, HARD TO ACHIEVE, DANGEROUS,... NOW THIS IS ACTUALLY THE EVEREST MOUNTAIN. WHAT IF I TELL YOU THERE’S A POT OF GOLD ON TOP OF IT, WOULD YOU GO AND GET IT? NOW IF I TELL YOU THAT THEY RECENTLY INSTALLED A FUNICULAR, THAT YOU CAN GET THERE VERY EASILY IN 10 MINUTES, WITHOUT RISKS, AND THAT ON TOP OF ALL, IT’S REALLY CHEAP. NOW WHO WOULD BE OK TO GO GET THAT POT OF GOLD?
  19. A PROJECT IS JUST THE SAME MANY OF US ARE RISK AVERSE BECAUSE WE TEND TO COMPLY IN WHAT WE KNOW AND THE PERSPECTIVE OF HIGH BENEFITS IS NOT ENOUGH TO TRIGGER A REAL MOTIVATION FOR CHANGE. WE NEED TO APPEAL TO DIFFERENT ELEMENTS
  20. WHICH WAS SUMMARIZED IN -THE “GOLDRATT MATRIX’. I TOLD YOU THERE WAS GONNA BE A MATRIX IN THE INTRODUCTION SLIDE. SIMPLY PUT, CHANGE WILL BE EASIER IF YOUR AUDIENCE PERCEIVE THE GREAT BENEFITS AND THE LITTLE RISK CHANGING REPRESENTS, IN COMPARE TO THE THE LITTLE BENEFITS AND THE GREAT RISKS THAT NOT CHANGING INVOLVE. CONCRETE EXAMPLES: >>> FORECAST THE ACTUAL BENEFITS OF THE PROJECTS IN COMPARE TO YOUR AUDIENCE KPI >>> PLAN A CLEAR ROADMAP TO EXPLAIN THE PATH THAT YOU INTEND TO TAKE AND HOW TO AVOID THE POSSIBLE UPCOMING RISKS >>> DRAFT THE UPCOMING RISKS THAT COULD BE AVOIDED BY UNDERTAKING YOUR PROJECT AND HOW THE COMPANY WOULD BE THREATEN OTHERWISE >>> …
  21. WHICH WAS SUMMARIZED IN -THE “GOLDRATT MATRIX’. I TOLD YOU THERE WAS GONNA BE A MATRIX IN THE INTRODUCTION SLIDE. SIMPLY PUT, CHANGE WILL BE EASIER IF YOUR AUDIENCE PERCEIVE THE GREAT BENEFITS AND THE LITTLE RISK CHANGING REPRESENTS, IN COMPARE TO THE THE LITTLE BENEFITS AND THE GREAT RISKS THAT NOT CHANGING INVOLVE. CONCRETE EXAMPLES: >>> FORECAST THE ACTUAL BENEFITS OF THE PROJECTS IN COMPARE TO YOUR AUDIENCE KPI >>> PLAN A CLEAR ROADMAP TO EXPLAIN THE PATH THAT YOU INTEND TO TAKE AND HOW TO AVOID THE POSSIBLE UPCOMING RISKS >>> DRAFT THE UPCOMING RISKS THAT COULD BE AVOIDED BY UNDERTAKING YOUR PROJECT AND HOW THE COMPANY WOULD BE THREATEN OTHERWISE >>> …
  22. Ecoute = passion, wit, quirkiness Rejet = slickness, trying too hard, too many ideas
  23. THE GREEK
  24. ETHOS
  25. THE SECOND AFFECT IS THE LOGOS THERE’S A FEW THINGS THAT YOU NEED TO UNDERSTAND BEFORE YOU BUILD YOUR PROJECT PITCH.
  26. SO WE’RE NOT ACTUALLY GONNA TEACH YOU HOW TO PERFORM AN INCEPTION ON SOMEONE JUST LIKE LEONARDO DE CAPRIO WOULD, BUT WE’RE GONNA TALK ABOUT ATTUNEMENT, OR THE ABILITY TO THINK LIKE YOUR AUDIENCE AND THEN, JUST LIKE ON A ROADMAP, TO DRAFT YOUR WAY FROM ONE IDEA TO ANOTHER
  27. Archimède Bébé voit sans donner de sens, puis le sens arrive progressivement => C’est maman !!
  28. Archimède Bébé voit sans donner de sens, puis le sens arrive progressivement => C’est maman !!
  29. BUT WHAT WE CAN GIVE YOU IS A BROAD TOOLBOX THAT WILL ENABLE YOU TO BETTER UNDERSTAND THE DIFFERENT ELEMENTS THAT INFLUENCE DECISION TAKING AND GIVE YOU THE FIRST HINTS OF PITCHING STRATEGIES. THEN, JUST LIKE RIDING A CAR, IT WILL COME WITH TIME AND EXPERIENCE
  30. Pour les slides suivantes, animation : 1 le mot en caractères standard. 2 le mot avec les caractères de sa pub 3 le mot avec la marque Ici marque = google
  31. QUESTION « Etes-vous mieux maintenant qu’il y a 4 ans ? » (Reagan puis Romney) recherche : les questions sont + puissantes que les affirmations. Sous réserve que le fond soit fort Affirmation : je peux la recevoir passivement Question : je dois y répondre / cela me demande un minimum d'effort / donc je serai + moteur pour agir
  32. Plaidoirie pour OJ Simpson. Le gant : "if it dosn't fit, you must acquit" Etude sur des aphorismes sans / avec rime => meilleur score avec rime What sobriety conceals, alcohol reveals / unmasks la rime facilite le processing mental, se mémorise mieux Note de BD : à mon avis, pas seulement les rimes mais tous les jeux avec les sons (Quand c’est trop c’est tropico, Quand c’est bon c’est Bonduelle HARIBO
  33. Tippie MBA Iowa. Candidature : pourquoi vous ... en < 140 caractères Tweet = pitch efficace. Encourage à agir : répondre, cliquer, partager ... Etude sur intérêt de tweets (par les followers, 43000 ratings) 36% seulement valent la peine d'être lus - ils posent des questions au follower - ils donnent information et liens, nouveau et clarity auto-promotion pourquoi pas ... Sous réserve qu’ils intégrent information utile
  34. Tippie MBA Iowa. Candidature : pourquoi vous ... en < 140 caractères Tweet = pitch efficace. Encourage à agir : répondre, cliquer, partager ... Etude sur intérêt de tweets (par les followers, 43000 ratings) 36% seulement valent la peine d'être lus - ils posent des questions au follower - ils donnent information et liens, nouveau et clarity auto-promotion pourquoi pas ... Sous réserve qu’ils intégrent information utile
  35. Tippie MBA Iowa. Candidature : pourquoi vous ... en < 140 caractères Tweet = pitch efficace. Encourage à agir : répondre, cliquer, partager ... Etude sur intérêt de tweets (par les followers, 43000 ratings) 36% seulement valent la peine d'être lus - ils posent des questions au follower - ils donnent information et liens, nouveau et clarity auto-promotion pourquoi pas ... Sous réserve qu’ils intégrent information utile
  36. Tippie MBA Iowa. Candidature : pourquoi vous ... en < 140 caractères Tweet = pitch efficace. Encourage à agir : répondre, cliquer, partager ... Etude sur intérêt de tweets (par les followers, 43000 ratings) 36% seulement valent la peine d'être lus - ils posent des questions au follower - ils donnent information et liens, nouveau et clarity auto-promotion pourquoi pas ... Sous réserve qu’ils intégrent information utile
  37. Le titre d’un email est un pitch Etudes Carnegie Mellon sur le sujet Ceux qui sont ouvert : Utiles (surtout quand j’en reçois) : qqch à gagner ou à perdre Qui éveillent ma curiosité (surtout quand je n’en reçois pas trop) Et pas les deux en même temps
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