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
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The Selling Show - Telling a Story to Persuade (2012)
- 2. TELL A STORY
- 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