Effective Communication And The Elevator Pitch Hunting Dynasty

Effective communication October 2009 Oliver Payne CEO, Founder The Hunting Dynasty

1. Who am I? 2. Examples of effective communication Don’t tell, show UNICEF Landmine Stickers | The thirsty boy | Paper towel dispenser Using social norms Hotel towel reuse | Reduce littering Communicate with the inner child Use the stairs, please? | Use the bins provided | The Schiphol flies Collapse the distance between action and problem Various visuals 3. Constructing an effective elevator pitch The Roof Support pillars Checklist

1. Who am I? 2. Examples of effective communication Don’t tell, show UNICEF Landmine Stickers | The thirsty boy | Paper towel dispenser Using social norms Hotel towel reuse | Reduce littering Communicate with the inner child Use the stairs, please? | Use the bins provided Collapse the distance between action and the problem Various visuals 3. Constructing an effective elevator pitch The Roof Support pillars Checklist

Who am I?

Who am I? Advertising for Sustainable Products & Services

1. Who am I? 2. Examples of effective communication Don’t tell, show UNICEF Landmine Stickers | The thirsty boy | Paper towel dispenser Using social norms Hotel towel reuse | Reduce littering Communicate with the inner child Use the stairs, please? | Use the bins provided | The Schiphol flies Collapse the distance between action and problem Various visuals 3. Constructing an effective elevator pitch The Roof Support pillars Checklist

Don’t tell, show

UNICEF Landmine Stickers Landmines are an invisible danger to civilians

UNICEF Landmine Stickers

The thirsty boy on television Every 15 seconds a child dies due to a lack of drinkable water. http://www.youtube.com/watch?v=Q_e6RO5NTqQ http://www.thehuntingdynasty.com/2009/08/resetting-cultural-norms-a-sustainable-strategy/

Paper towel dispenser Communicate the environmental impact of disposable paper towels

Using social norms

Hotel towel reuse Towel signs: 1. Help Save The Environment – followed by information stressing respect for nature. 2. Help Save Resources For Future Generations – followed by information stressing the importance of saving energy for the future. 3 . Partner With Us To Help Save The Environment – followed by information urging guests to cooperate with the hotel in preserving the environment. 4. Join Your Fellow Citizens In Helping To Save The Environment – followed by information that the majority of hotel guests do reuse their towels when asked.

Hotel towel reuse Towel signs: Guests exposed to the fourth message were 26% more likely to recycle their towels. “ This simple word change is something that most people say has no influence on them at all.” (Goldstein, Cialdini, & Griskevicius, 2007) 4. Join Your Fellow Citizens In Helping To Save The Environment – followed by information that the majority of hotel guests do reuse their towels when asked.

Hotel towel reuse Towel signs: The average 150-room hotel would save 72,000 gallons of water, 39 barrels of oil, and would eradicate the release of 480 gallons of detergent in the course of a year. 4. Join Your Fellow Citizens In Helping To Save The Environment – followed by information that the majority of hotel guests do reuse their towels when asked. http://www.thehuntingdynasty.com/2009/09/10-words-that-save-7-trillion-gallons-of-water/

Reduce littering

Reduce littering
Texas’ researchers found:
Main source of highway litter came from males < 35 years old
They drove pick-up trucks
They liked sports.
They liked country music.
Fines didn’t work.

Reduce littering http://www.youtube.com/watch?v=IhahJVkehUc They recruited Texas’s sporting and country-music heroes to front a campaign Lance Armstrong Chuck Norris Willie Nelson Lyle Lovett Owen Wilson … and more

Reduce littering http://www.dontmesswithtexas.org/ The ads avoided the negatives of guilt and shame in favour of the positives of pride and group identity. A ‘new normal’ was established. Within five years roadside litter was down by over 70%.

Communicate with the inner child

Use the stairs, please? http://www.youtube.com/watch?v=2lXh2n0aPyw

Use the bins provided http://www.youtube.com/watch?v=cbEKAwCoCKw&feature=related

The infamous Schiphol flies

Collapse the distance between action and problem

The future is man made

Fashion claims more victims than you think

Before It’s Too Late

1. Who am I? 2. Examples of effective communication Don’t tell, show UNICEF Landmine Stickers | The thirsty boy | Paper towel dispenser Using social norms Hotel towel reuse | Reduce littering Communicate with the inner child Use the stairs, please? | Use the bins provided | The Schiphol flies Collapse the distance between action and the problem Various visuals 3. Constructing an effective elevator pitch The Roof Support pillars Checklist

Elevator pitch Simple one-page structure

Elevator pitch Roof: Where you write the 180 word max elevator pitch … but not until…

Elevator pitch
… you’ve written the Support pillars:
Awareness - What are you pitching, and who are you pitching to?
(Simple, simple, simple.)
2. Interest - Why are you doing this?
(Focus on core competence and differentiation.)
3. Desire - What do you offer them?
(Illustrate benefits, and minimise feature lists.)
4. Action - What do you want them to do next?

Elevator pitch
… you’ve written the Support pillars:
Awareness - What are you pitching, and who are you pitching to?
3. Desire - What do you offer them ?
4. Action - What do you want them to do next?
You Them

Elevator pitch
Finally, check the checklist:
Without lying, have you introduced:
Social Proof
Scarcity principle
Evidence of traction
Evidence of success

Elevator pitch: example The Sunday Lunchers

Elevator pitch
Support pillars:
Awareness - What are you pitching, and to who?
3. Desire - What do you offer?
4. Action - What do you want people to do next?
You Them

Use the recycling bins A Hobby Something you collect, or used to collect Pitch one particular newspaper to read Southbank of the Thames in the summer Write about a TV show you want people to watch Invest in stocks and shares Taking the bus Personal carbon reduction Marmite Why one should read a particular book Dogs, not cats – or visa versa Write one Saving the ice caps COP 15

Thank you October 2009 Oliver Payne CEO, Founder The Hunting Dynasty

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Effective Communication And The Elevator Pitch Hunting Dynasty

by The Hunting Dynasty on Oct 21, 2009

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Effective Communication And The Elevator Pitch Hunting Dynasty — Presentation Transcript