the selling show - telling a story to persuade (2012)
DESCRIPTION
My guest lecture at Rotterdam School of Management during the spring 2012 semester. Students were preparing to pitch their product ideas to L'Oréal and I wanted to show the them how they could use a story format to make their presentations more effective. Illustrations by Miyuki Okada – http://miyuki-okada.comTRANSCRIPT
THE SELLING SHOW
TELL A STORY
Photo credit: Lucasfilm
Photo credit: Lucasfilm
Photo credit: Lucasfilm
Photo credit: Lucasfilm
Photo credit: Lucasfilm
Hero Something(bad) happens
Happy ending
Action!What to do about it?
Story outline
1. Situation
2. Complication 4. Answer
Hero Something(bad) happens
What to do about it?
Action! Happy ending
3. Key question
The Minto Pyramid Principle
You are team-mates (with the company)
Highlight similarities with audience 30s pitch
Introduce yourself
Grab attention
Tell something new Use a metaphor
1. Situation
Dramatise, a bit !
Make them feel it Connect to a BIG emotion
2. Complication
Your call to action
Point to where you’re taking them !
Show full conviction
3. Key question
Specific: What? / Why? / How? / Who?
Practical solution to a real problem End with an “ask”
4. Answer
THE END
BEHIND THE SCENES
a.k.a. References
Use storyboarding for mapping out your presentation.
– Reciprocation– Commitment & Consistency – Social proof – Liking – Authority – Scarcity !➝ via Robert Cialdini, Influence: The Psychology of Persuasion
Influence principles:
➝ Steve Jobs — iPhone keynote ➝ Guy Kawasaki — on Enchantment ➝ Dave McClure — Startup Viagra ➝ Keen.io — TechStars pitch
Good examples
