Pitch Camp: Writers Workshop 2015
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You’ve heard of the proverbial elevator pitch, right? The one where you’re riding down the elevator with your boss and you need to sell her on your great idea before you reach the lobby. It’s a high-stakes conversation that you need to be prepared for. What do you do? What do you say? Of course, you may never find yourself in an elevator with your boss (people don’t talk in those things anyway), but we’ve all been in situations where we need to move others. Whether you are pitching an idea to colleagues, negotiating a new contract with a vendor, or just trying to convince your seven-year-old daughter to clean up her room, you’ve experienced a selling scenario. This workshop will tackle the fundamental elements of crafting a message that resonates with the audience, attracts attention, and, ultimately, inspires action.
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Pitch Camp: Writers Workshop 2015
- 2. welcome
- 4. Learningoutcomes At the end of this session you will…
- 5. mypitch Learn pitch techniques to start meaningful conversations
- 7. “sheet music” - Lambda Chi Alpha Fraternity - Flickr (cc)
- 8. Pitch(music) Clear and stable frequency Distinguish signal from noise
- 9. “molasses ” - Kelvin Beecroft - Flickr (cc)
- 10. Pitch(resin) Solid Sticky (hard to forget)
- 11. “pitch” - Paul L Dineen - Flickr (cc)
- 13. “sir millard mulch” - rick - Flickr (cc)
- 15. Pitch A concise proposal designed to move people
- 16. pitchpractice
- 17. what+who Select an idea to pitch Who will you pitch it to?
- 18. example(MJ) Idea: online learning site Audience: supervisors
- 19. example Idea: cross-Canada road trip Audience: your kids
- 20. example Idea: take a dance class Audience: your significant other
- 21. what+who Select an idea to pitch Who will you pitch it to?
- 23. example(MJ) Idea: online learning site Audiences: supervisors v. students v. staff
- 25. audience:Q1 What are they like? Walk in their shoes… Adapted from Slide:ology, Duarte, 2008, pp. 14-15
- 26. audience:Q2 Why will they listen to you? Analyze your relationship…
- 27. audience:Q3 What keeps them up at night? Understand their frustrations…
- 28. audience:Q4 How can you solve their problem? Make their lives better…
- 29. audience:Q5 What do you want them to do? Clarify next steps…
- 30. audience:Q6 How might they resist? Anticipate concerns…
- 31. audience:Q7 How can you best reach them? Increase chance of success…
- 32. knowyouraudience
- 33. summary They’re busy They hear lots of ideas
- 36. discussion What makes that ad work?
- 37. scripted “Every moment, every frame, everything has to have a reason or a point.” Lucia Aniello, Commercial director
- 38. delight “Don’t give them a video they could have written themselves.” Michael Dubin, Dollar Shave Club CEO
- 40. “Make it personal and make it purposeful.” Dan Pink, 2012, p. 5
- 41. content What do you want them to know? Key points, primary advantages… Adapted from To Sell is Human, Pink, 2012, p. 179
- 42. emotion What do you want them to feel? Enthusiasm, indignation… Adapted from To Sell is Human, Pink, 2012, p. 179
- 43. action What do you want them to do? Invest, approve, switch direction… Adapted from To Sell is Human, Pink, 2012, p. 179
- 45. summary Brainstorm important messages Cut the list to essential points
- 47. utility People respond to information that affects them Appeal to extrinsic motivation Adapted from To Sell is Human, Pink, 2012, pp. 166-168
- 48. curiosity People respond to information that intrigues them Appeal to intrinsic motivation Adapted from To Sell is Human, Pink, 2012, pp. 166-168
- 49. specificity People respond to clear calls for action Appeal to desire for detail Adapted from To Sell is Human, Pink, 2012, pp. 166-168
- 50. themix utility + specificity curiosity + specificity utility + curiosity Adapted from To Sell is Human, Pink, 2012, pp. 166-168 R R S
- 51. subjectlinepitch
- 52. summary Distill your pitch to a phrase Stand out despite limited attention
- 54. “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
- 55. questioning Instigate the conversation Invite responses, clarify motives… Adapted from To Sell is Human, Pink, 2012, p. 145-149
- 56. listening Inhabit the audience’s perspective Hear offers, look for opportunity… Adapted from To Sell is Human, Pink, 2012, p. 189-191
- 57. improvising Work with what you are given Build and improve ideas together Adapted from To Sell is Human, Pink, 2012, p. 193-194
- 58. storytelling Craft a compelling narrative Build empathy, create context… Adapted from To Sell is Human, Pink, 2012, p. 170-174
- 59. objective The goal is to learn - not win Refine with each pitch
- 60. wrap
- 61. abc Adjust to your audience Build a blueprint Cause a conversation ~ Who ~ How ~ Why
- 62. “The enemy of persuasion is obscurity.” ~ Duarte, 2008, p. 10
- 63. questions?
- 65. references
- 66. 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