Framing is crucial for a good pitch. It is the technique to present your story under a specific angle. By using structure, specific words and expressions, you guide readers or listeners to a certain conclusion. It works in advertising, politics and business. This slidecast is part of a workshop on Innovation Communication by TalkTheFloor.com.

1. writing
pitches
framing

2. what's framing
spinning light
“selecting and highlighting some facets of
events or issues and making connections among
them so as to promote a particular
interpretation, evaluation, and/or solution”
(Oxford Dict.)
influences what readers take from a text

3. how to frame a pitch through structure
create a story in different moves
the framing of the hook or problem is key
frame the hook from the user perspective
frame the ROI from the gatekeeper perspective
solution for avoiding danger or solution for
gaining

4. how to frame using examples
cherrypick examples that resonate with the
audience
go bottom-up in the hook
go bottom-up when your message is likely to be
badly received

5. how to frame through language
use words and expressions that positively
appeal to the gatekeeper
refer to concepts from the mission statement
link to concepts from the organization's strategy

6. Have you ever had your cell phone fail inside a building?
We provide a communications network that enables any cell
phone to work anywhere inside all types of buildings, while
ensuring your communications are secure.
While many vendors provide internal wireless networks, we
are the only vendor that enables communications to
penetrate high-density construction materials, which
significantly reduces the cost of installation.
The FCC has determined that over 60% of the 5 million
commercial buildings in the US inhibit wireless or cell phone
communications from within. The percentage is even higher
in international markets.

7. To operate in this market, we combine knowhow in wireless
communications, encryption and new construction
techniques.
[...]
Our founders have over 25 years of experience in
communications systems, and Bob Marriott has recently
agreed to discuss our business in depth.
[...]
We have successfully completed field tests in various
buildings and have a prototype ready to move into
production. In a next phase, we plan to roll-out the system in
three US states.
[...]

8. Writing pitches is part of a two-day workshop on
Innovation Communication, which includes key
communication events such as:
conducting brainstorm sessions & follow-up
giving briefings
steering project meetings
pitching for resources
persuasive Q&A sessions
writing a project plan
More information on the workshop programme
More slideshows on TalkTheFloor@slideshare
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