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

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 ...

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

    • 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 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”
    • 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 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