Was there ever a foolproof bulletproof rock solid pitch 100% guaranteed to succeed?




YES.

It was called “The Script for BAYWATCH” the action drama series about the lives of attractive Los Angeles lifeguards who patrol crowded local beaches, starring then 24-year old Pamela Anderson.


Unless you have thatsorry you don’t have any kind of guarantee.


So without the benefit of surfboards and superstars, how do we make --


- online web services - training & consulting - real estate, oil, property management - philanthropy, SaaS, healthcare, government, accounting, HR, mobile advertising ..


... feel emotional & sound exciting?


That's what we study: what makes a pitch worth listening to.


How does the listener calculate the benefits of working with you?

Where do you begin a presentation?


One obvious way to start is with a "disturbance." With something interesting that has happened, something different than what’s in the audiences ordinary, boring world. Something new but credible. Exciting and believable. Insightful and gets a big nod of "Aha!"


"The cat sat on the mat" is not the beginning of a presentation.


You've heard the corp version of this a hundred times: "We are an excellent company with many recognizable customers and our XYZ tech thing provides 30% more performance."


Clearly: if you don't have something big to report on, something interesting, something that's changing, well, you can call it "marketing" but it's just a cat on a mat.


Instead, I would start like this, "the cat sat itself on the dog's mat ... and the dog noticed immediately"


Boom. Now we have something worth listening too.


The first step in putting correct structure in place.


Since buying is an emotional experience, it follows that you must create strong emotion in the audience. We all know that.


Your ultimate task as a presenter is to get some kind of emotional investment, or nothing you explain about features and benefits will matter, the buyer simply won’t care.


Yet, there are some who say structure is restrictive and unnecessary ... just let it flow!


Structure is not there to weigh you down, it’s there to help you create the kind of stories and presentations people can’t turn away from.


Another way to think about all this: Your audience's brain will never fill up, because we each have a storage capacity of somewhere around 2.5 petabytes. (You’d have to leave the TV running continuously on different shows and channels for 300 years to use up that storage.)


But their short term memory can hold just 7 things for 20 seconds.


Your job is to insert ideas into their short term memory slots (that's called "getting attention") and then anchoring those ideas to a piece of long term memory (anchoring to something they're already familiar with.)


Anchoring short term memory to long term memory is called INFERRING CONTROL.


How to do it is called PITCH STRUCTURE.

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