The Selling Show - Telling a Story to Persuade (2012)

•

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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.com

Negócios

Story outline 

Hero 

Something 
(bad) happens 

What to do
about it? 

Action! 

Happy
ending

1. Situation

3. Key question

Hero

Something
(bad) happens

What to do
about it?

2. Complication
The Minto Pyramid Principle

Action!

4. Answer

Happy
ending

Introduce yourself
You are team-mates (with the company) 
Highlight similarities with audience
30s pitch

1. Situation
Grab attention 
Tell something new
Use a metaphor

2. Complication
Dramatise, a bit
!

Make them feel it
Connect to a BIG emotion

3. Key question
Your call to action 
Point to where you’re taking them
!

Show full conviction

4. Answer
Speciﬁc: What? / Why? / How? / Who? 
Practical solution to a real problem
 
End with an “ask”

Use storyboarding for mapping out your presentation.

Inﬂuence principles: 
– Reciprocation 
– Commitment & Consistency
– Social proof  
– Liking
– Authority
– Scarcity
!
➝ via Robert Cialdini, Inﬂuence: The Psychology of Persuasion

Good examples
➝ Steve Jobs — iPhone keynote  
➝ Guy Kawasaki — on Enchantment  
➝ Dave McClure — Startup Viagra
➝ Keen.io — TechStars pitch

Get in touch 
piotr@coocoo.lu
@piotrbakker

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The Selling Show - Telling a Story to Persuade (2012)

1. THE SELLING SHOW

2. TELL A STORY

3. Photo credit: Lucasﬁlm

4. Photo credit: Lucasﬁlm

5. Photo credit: Lucasﬁlm

6. Photo credit: Lucasﬁlm

7. Photo credit: Lucasﬁlm

8. Story outline  Hero  Something  (bad) happens  What to do about it?  Action!  Happy ending 

9. 1. Situation 3. Key question Hero Something (bad) happens What to do about it? 2. Complication The Minto Pyramid Principle Action! 4. Answer Happy ending

10. Introduce yourself You are team-mates (with the company)  Highlight similarities with audience 30s pitch

11. 1. Situation Grab attention  Tell something new Use a metaphor 

12. 2. Complication Dramatise, a bit ! Make them feel it Connect to a BIG emotion 

13. 3. Key question Your call to action  Point to where you’re taking them ! Show full conviction

14. 4. Answer Speciﬁc: What? / Why? / How? / Who?  Practical solution to a real problem   End with an “ask”

15. THE END 

16. BEHIND THE SCENES a.k.a. References

17. Use storyboarding for mapping out your presentation.

18. Inﬂuence principles:  – Reciprocation  – Commitment & Consistency – Social proof   – Liking – Authority – Scarcity ! ➝ via Robert Cialdini, Inﬂuence: The Psychology of Persuasion  

19. Good examples ➝ Steve Jobs — iPhone keynote   ➝ Guy Kawasaki — on Enchantment   ➝ Dave McClure — Startup Viagra ➝ Keen.io — TechStars pitch 

20. Get in touch  piotr@coocoo.lu @piotrbakker 

The Selling Show - Telling a Story to Persuade (2012)

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