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

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

More in: Business
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Transcript

  • 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