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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 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

Published 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


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