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THE SELLING SHOW
TELL A STORY
Photo credit: Lucasfilm
Photo credit: Lucasfilm
Photo credit: Lucasfilm
Photo credit: Lucasfilm
Photo credit: Lucasfilm
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 Prin...
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”
THE END

BEHIND THE SCENES
a.k.a. References
Use storyboarding for mapping out your presentation.
Influence principles:

– Reciprocation

– Commitment & Consistency
– Social proof 

– Liking
– Authority
– Scarcity
!
➝ via...
Good examples
➝ Steve Jobs — iPhone keynote 

➝ Guy Kawasaki — on Enchantment 

➝ Dave McClure — Startup Viagra
➝ Keen.io ...
Get in touch

piotr@coocoo.lu
@piotrbakker

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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

Published in: Business
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Transcript of "The Selling Show - Telling a Story to Persuade (2012)"

  1. 1. THE SELLING SHOW
  2. 2. TELL A STORY
  3. 3. Photo credit: Lucasfilm
  4. 4. Photo credit: Lucasfilm
  5. 5. Photo credit: Lucasfilm
  6. 6. Photo credit: Lucasfilm
  7. 7. Photo credit: Lucasfilm
  8. 8. Story outline
 Hero
 Something
 (bad) happens
 What to do about it?
 Action!
 Happy ending

  9. 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. 10. Introduce yourself You are team-mates (with the company)
 Highlight similarities with audience 30s pitch
  11. 11. 1. Situation Grab attention
 Tell something new Use a metaphor

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

  13. 13. 3. Key question Your call to action
 Point to where you’re taking them ! Show full conviction
  14. 14. 4. Answer Specific: What? / Why? / How? / Who?
 Practical solution to a real problem 
 End with an “ask”
  15. 15. THE END

  16. 16. BEHIND THE SCENES a.k.a. References
  17. 17. Use storyboarding for mapping out your presentation.
  18. 18. Influence principles:
 – Reciprocation
 – Commitment & Consistency – Social proof 
 – Liking – Authority – Scarcity ! ➝ via Robert Cialdini, Influence: The Psychology of Persuasion 

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

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

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