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Flashcards in Pitch Anything Deck (16)
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1

How to impress the croc brain?

Use the “STRONG” pitching process:
(A) Set the frame
(B) Tell the story
(C) Reveal the intrigue
(D) Offer the prize
(E) Nail the hookpoint
(F) Get a decision

2

Tips

(1) Control the pitch process and remain the dominant person in the room.
(2) Higher perceived status positions you and your idea as a prize to be won.
(3) Attention will be given when information novelty
is high and will drift away when information novelty is low.
(4) A picture is the most powerful method for conveying an idea

3

Business Situation Management

(1) Establish and maintain frames
When you go into a business meeting, you must first set the frame. Try to establish a
framework – a set of conditions – favorable to keeping your audience’s interest.

(2) Control the frame
In a business situation, you need to control the frame and understand the frames that other
people present to you.

Different types of frames:
i. Power frame (doodling material etc.)
ii. Prize frame (The task in this frame is to determine who is the prize in a given discussion. You always want that prize to be you.)
iii. Time frame (Watch for audience nonverbal responses and do not pitch more than 20 minutes)
iv. Intrigue frame (You want to keep your audience members involved in a hot cognitive process for as long as possible. Maintain a sense of intrigue and challenge throughout your presentation to keep the hot cognition active.)

4

How to implement the "Business Situation Management" in reality?

Accomplish this by telling a brief story in which you are the star. The story should pose
some sort of “risk, danger and uncertainty,” and a plot that forces you to solve the problem
in the story in a limited amount of time or face serious consequences. The element of risk
and the looming threat of bad results create necessary tension. You want the people in
your audience to feel that they must know how you will solve the problem. Their emotions remain active as they journey through the story with you, and their analyst frames will
not come into play.

5

Establish your status

Holding target's attention

How others view your status determines your ability to master a dominant frame and
control the interaction. You must have status in order to persuade and to close. Look for ways to boost your frame and to shift the conversation to areas where you can demonstrate expertise. Make yourself the prize and encourage your customer to
acknowledge your alpha status.

To hold your target’s attention, there must be
tension – a form of low-level conflict – guiding the interaction.”

6

Definition

“Deciding that you like something before you fully
understand it – that’s a hot cognition.”

You need to create both “desire and tension” in your audience

7

The Pitch

(1) To introduce your idea, discuss “why now.” Speak to your presentation’s urgency by
examining the economic, social and technological forces that affect the aspect of the
client’s business that your pitch addresses.

Deliver it in four steps:
1. “Introduce yourself and the big idea: five minutes.”
2. “Explain the budget and secret sauce: ten minutes.”
3. “Offer the deal: two minutes.”
4. “Stack frames for a hot cognition: three minutes.”

8

Bringing it Home

Your final step is to keep your audience members in hot cognition so they stay emotionally
excited about your idea.

Once they are enthusiastic about the concept you’re offering, demonstrate your alpha position by reinforcing your power through the frames you use,
one after the other, stacking the intrigue, prize, time and “moral authority” frames.

Avoid looking needy as you pitch. keep your cool while your audience is thinking hot, demonstrate your area of competency and stop even though your audience still wants more.

Keep a sense of humor about your pitch.

9

Tips from Steve Jobs presentations to Corporate Audience

1. A great presentation must tell an engaging story and deliver a memorable experience.
2. Superb speeches depend on planning, message refinement and extensive rehearsals.
3. A presentation should communicate a single core idea.
4. Metaphors and analogies can increase your persuasive power.
5. During the planning phase of your presentation,
always remember that it’s not about you. It’s about
them.
6. Texts and bullets are the least effective way to
deliver information intended to be recalled and acted upon.
7. It takes confidence to deliver your ideas
with photographs instead of words.
8. Simplicity is the ultimate sophistication
9. If you can’t explain it simply, you don’t
understand it well enough

10

Lessons to be learnt from Steve Jobs Presentations

(1) If you are passionate about your topic, you’re
80% closer to developing the magnetism that Jobs
has.
(2) The secret to creating a memorable moment
is to identify the one thing – the one theme – that you want your audience to remember after leaving the room.

11

Components of Engaging Presentation

Preparing a presentation also has three acts: “Create the story
Deliver the experience
Refine and rehearse. ”

12

Act 1: Create the story - Part I

Objective: You must have a gripping narrative that engages your listeners.

The steps involved in "Creating the story"

1. “Plan in analog”:
First, think out exactly what you want to say. Write a presentation plan on paper and create a full storyboard. Carefully sketch your ideas and script your speech as completely as possible. Identify a single main idea that you want your audience to remember and support it with three primary messages. Use analogies and metaphors. Add video, show-and-tell demonstrations, and third-party endorsements.

13

Create the story - Part II

2. “Answer the one question that matters most” – “Why should my listener care about this idea?”
Deliver the answer early in your presentation to engage your audience members quickly and to make them eager to hear more of what you have to say. Determine which facet of your subject will matter most to them and repeat that idea at least twice during your pitch.

3. Develop a messianic sense of purpose (equally enthusiastic as your audience)

4. Create Twitter-like headlines (Be just as succinct when you present)

14

Create the story - Part III

5. “Draw a road map”:
Make it easy for your audience members to follow you. Create a verbal map that shows exactly where you plan to take them.

6. Reveal the conquering hero:
Detail the problems in your industry, outlining the current, sad state of its products or services. Then lay out your vision of how your new offering will vastly improve the landscape.

15

Act 2: Delivering the Experience

Objective: To capture your audience members’ attention, you must create “visually appealing and
‘must-have’ experiences”.

The steps involved in "Delivering the Experience":

1. “Dress up your numbers”:
Numbers have little meaning unless you place them in context. When you include figures in your presentations, supply the necessary context.

2. “Use ‘amazingly zippy’ words”
3. “Share the stage”:
Share the stage with famous people, often unexpectedly. Audience members love such positive surprises.

4. “Stage your presentation with props":
Pass around models so audience members could feel the cool product. “You’re the first to get your
hands on one,” say it afterward. When you present, involve as many of your audience members’ senses as possible to make your presentations truly memorable.

5. Share a startling moment:
During your presentations, plan special unexpected and startling moments to wow your audience.

16

Act 3: Refining and Rehearsing

1. Master stage presence:
maintain strong eye contact with audience members at all times. Do not hide behind a lectern. Always keep your posture open. Constantly gesture and change the tone, inflection and volume of your voice, as well as the pacing of your words, in order to be engaging.

2. “Make it look effortless”:
Practice, Practice, Practice

3. “Toss the script”

4. “Have fun”