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Fundamentals of writing
a [ ________ ] pitch.
By Gleb Maltsev, @glebmaltsev
stoneful.com/presentation
Fundamentals of writing
a [persuasive] pitch.
By Gleb Maltsev, @glebmaltsev
stoneful.com/presentation
Fundamentals of writing
an [informative] pitch.
By Gleb Maltsev, @glebmaltsev
stoneful.com/presentation
Fundamentals of writing
an [inspiring] pitch.
By Gleb Maltsev, @glebmaltsev
stoneful.com/presentation
Fundamentals of writing
a [memorable] pitch.
By Gleb Maltsev, @glebmaltsev
stoneful.com/presentation
“THAT’S ONE SMALL STEP FOR [A] MAN, ONE GIANT LEAP FOR MANKIND.”
— Neil Armstrong
Distinction’s 2009 Presentation Impact Survey, distinction-services.com
2:00:00
0:00:00
74.8%
>350(POWERPOINT)
Presentations
ARE GIVEN EACH SECOND
Parks, Bob (2012-08-30), Bloomberg Businessweek
PITCHING AT THE HANNOVER MESSE.
MORE THAN 6,500 EXHIBITORS AND 220,000 VISITORS IN 2015.
91%
OF TRADE VISITORS USE THE
H.M. WEBSITE FOR PLANNING
50% OF ALL
VISITORS SAY THAT A
PERSONAL
INVITATION
IS THE MOST IMPORTANT
CRITERIA WHEN DECIDING
TO VISIT THE TRADE FAIR.
h...
FROM 8 TO 4 WEEKS
BEFORE THE TRADE FAIR, IS THE BEST TIME FOR
LETTING PEOPLE KNOW THAT YOU’RE ATTENDING.
hannovermesse.de/...
hannovermesse.de/en/... /lead-services
OVER 6,500 EXHIBITORS
32
BOOTHS
ARE VISITED
ON AVERAGE
BY VISITORS
HOW DO YOU
STAND...
PITCHING AT THE BYGG REIS DEG.
MORE THAN 500+ EXHIBITORS AND 50,000 VISITORS IN 2013.
PITCHING AT THE MOBILE WORLD CONGRESS.
MORE THAN 2,000 EXHIBITORS AND 93,000 VISITORS IN 2015.
PITCHING INVESTORS / COMPANIES AT SLUSH.
MORE THAN 3,500 COMPANIES AND 14,000 VISITORS IN 2014.
[AUDIENCE] [RESEARCH] [GENERATES IDEAS]
FOR [FEEDBACK] BEFORE A [SCRIPT] IS
TURNED INTO [STORYBOARDED] [VISUALS]
FOR [REHE...
RESEARCH
AUDIENCE NEEDS
GENERATING IDEAS
ORGANIZING IDEAS
COLLECTING FEEDBACK
WRITING A SCRIPTSKETCHING A STORYBOARD
DESIG...
“THE FIRST DRAFT OF ANYTHING IS SH*T.”
— Ernest Hemingway
IT MAKES FOR GREAT CREATIVE FERTILIZER.
YOUR STORY IDEA
IT MAKES FOR GREAT CREATIVE FERTILIZER.
“SPACEX SEEKS THE TOP TALENT ON THE PLANET.”
ONE MORE THING (THE ACTUAL RESOLUTION)
In the next three to four years, SpaceX is looking to hire a 1000 exceptional indiv...
THE HEDGEHOG AND THE FOX
A story of two principles, a single lesson in communication.
“THE FOX KNOWS MANY THINGS...”
— Greek poet Archilochusis, c. 650 B.C.
“...BUT THE HEDGEHOG KNOWS ONE BIG THING.”
— Greek poet Archilochusis, c. 650 B.C.
FOXES HEDGEHOGS
THOMAS EDISON
ADAM SMITH
WASHINGTON
DARWIN
EINSTEIN
ELON MUSK
PLATO
DANTE
PASCAL
NEWTON
DOSTOEVSKY
NIETZSC...
DO YOU HAVE THE [S.T.O.N.E.S.]
TO TELL YOUR STORY?
MNEMONIC DEVICE
[T] RUTHFULNESS
Present references, cases and data relevant to the prospect.
Be transparent in communicating what your com...
80%
100%
SIMPLICITY
TRUTHFULNESS
ORIGINALITY
NUANCE
EMOTION
STRUCTURE
20%
40%
60%
“BUSINESS AS USUAL”
0%
Partly inspired b...
80%
100%
SIMPLICITY
TRUTHFULNESS
ORIGINALITY
NUANCE
EMOTION
STRUCTURE
20%
40%
60%
“TECH TALK”
0%
STORY ANALYSIS
S.T.O.N.E....
80%
100%
SIMPLICITY
TRUTHFULNESS
ORIGINALITY
NUANCE
EMOTION
STRUCTURE
20%
40%
60%
“WATER COOLER TALE”
0%
Partly inspired b...
80%
100%
SIMPLICITY
TRUTHFULNESS
ORIGINALITY
NUANCE
EMOTION
STRUCTURE
20%
40%
60%
“WHERE DO I SIGN?”
0%
Partly inspired by...
“WHO IS YOUR AUDIENCE?”
[AUDIENCES] [EXPECT] [EMPATHY]
FOR THEIR [PROBLEMS] AND [CONCERNS]
BEFORE THE [NEXT STEPS].
MNEMONIC DEVICE
WHAT IS YOUR AUDIENCE LIKE?
Sit in their chair. Find out what they go through every day.
Sketch out their ethos. Get to kn...
ETHOS
Your personal story. Why will people listen to you?
Can the people relate to your experiences?
PATHOS
“Comfort me. A...
“WHAT MAKES A GREAT PITCH?”
GO ANALOG.
THE BEST WAY TO FOCUS ON YOUR MESSAGE.
INCLUDE EVERYTHING.
THEN EDIT.
SEWING TOGETHER A STORY...
...THROUGH JUXTAPOSITION.
WHAT IS
WHAT COULD BE
WHAT IS
WHAT COULD BE
MIND THE CRUMBS.
[OPEN], [EXPLORE] AND [ENCOURAGE]
CONVERSATIONS WITH [PARAPHRASE],
[QUESTIONS] AND [PAUSES] TO [LISTEN].
MNEMONIC DEVICE
BE A CONVERSATIONALIST.
YOU
PROSPECT
PREPARE QUESTIONS
“WHAT IS YOUR CONNECTION TO THE EVENT? ARE YOU [...] OR [...]?”
PAUSE AND LISTEN
“[ .......................
Who are you?
What is the problem or opportunity?
What are you doing about it?
How does this create value for the audience?...
“ONE MORE THING...”
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Fundamentals of Writing a Pitch

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A list of features and technical specs will be forgotten. A story will not. Alas, "The first draft of anything is always sh*t." – Ernest Hemingway

Fundamentals of Writing a Pitch

  1. 1. Fundamentals of writing a [ ________ ] pitch. By Gleb Maltsev, @glebmaltsev stoneful.com/presentation
  2. 2. Fundamentals of writing a [persuasive] pitch. By Gleb Maltsev, @glebmaltsev stoneful.com/presentation
  3. 3. Fundamentals of writing an [informative] pitch. By Gleb Maltsev, @glebmaltsev stoneful.com/presentation
  4. 4. Fundamentals of writing an [inspiring] pitch. By Gleb Maltsev, @glebmaltsev stoneful.com/presentation
  5. 5. Fundamentals of writing a [memorable] pitch. By Gleb Maltsev, @glebmaltsev stoneful.com/presentation
  6. 6. “THAT’S ONE SMALL STEP FOR [A] MAN, ONE GIANT LEAP FOR MANKIND.” — Neil Armstrong
  7. 7. Distinction’s 2009 Presentation Impact Survey, distinction-services.com 2:00:00 0:00:00 74.8%
  8. 8. >350(POWERPOINT) Presentations ARE GIVEN EACH SECOND Parks, Bob (2012-08-30), Bloomberg Businessweek
  9. 9. PITCHING AT THE HANNOVER MESSE. MORE THAN 6,500 EXHIBITORS AND 220,000 VISITORS IN 2015.
  10. 10. 91% OF TRADE VISITORS USE THE H.M. WEBSITE FOR PLANNING
  11. 11. 50% OF ALL VISITORS SAY THAT A PERSONAL INVITATION IS THE MOST IMPORTANT CRITERIA WHEN DECIDING TO VISIT THE TRADE FAIR. hannovermesse.de/en/... /lead-services
  12. 12. FROM 8 TO 4 WEEKS BEFORE THE TRADE FAIR, IS THE BEST TIME FOR LETTING PEOPLE KNOW THAT YOU’RE ATTENDING. hannovermesse.de/en/... /lead-services OCT NOV DEC MAY JUN JUL AUG JAN FEB SEP 25 - 29 APRIL, 2016 APRMAR
  13. 13. hannovermesse.de/en/... /lead-services OVER 6,500 EXHIBITORS 32 BOOTHS ARE VISITED ON AVERAGE BY VISITORS HOW DO YOU STAND OUT?
  14. 14. PITCHING AT THE BYGG REIS DEG. MORE THAN 500+ EXHIBITORS AND 50,000 VISITORS IN 2013.
  15. 15. PITCHING AT THE MOBILE WORLD CONGRESS. MORE THAN 2,000 EXHIBITORS AND 93,000 VISITORS IN 2015.
  16. 16. PITCHING INVESTORS / COMPANIES AT SLUSH. MORE THAN 3,500 COMPANIES AND 14,000 VISITORS IN 2014.
  17. 17. [AUDIENCE] [RESEARCH] [GENERATES IDEAS] FOR [FEEDBACK] BEFORE A [SCRIPT] IS TURNED INTO [STORYBOARDED] [VISUALS] FOR [REHEARSAL]. MNEMONIC DEVICE
  18. 18. RESEARCH AUDIENCE NEEDS GENERATING IDEAS ORGANIZING IDEAS COLLECTING FEEDBACK WRITING A SCRIPTSKETCHING A STORYBOARD DESIGNING VISUALS REHEARSAL
  19. 19. “THE FIRST DRAFT OF ANYTHING IS SH*T.” — Ernest Hemingway
  20. 20. IT MAKES FOR GREAT CREATIVE FERTILIZER.
  21. 21. YOUR STORY IDEA IT MAKES FOR GREAT CREATIVE FERTILIZER.
  22. 22. “SPACEX SEEKS THE TOP TALENT ON THE PLANET.”
  23. 23. ONE MORE THING (THE ACTUAL RESOLUTION) In the next three to four years, SpaceX is looking to hire a 1000 exceptional individuals in Seattle to enable human life on Mars. On December 8, 2010 SpaceX, a manufacturer of advanced rockets, became the first commercial company in history to send a spacecraft into orbit and return it safely to Earth. WHEN WHO WHAT WHERE CONTEXT CONFLICT SOLUTION COMPLICATION A feat that at the time, was only accomplished by six nations or government agencies with technology that had been developed forty years ago. This meant that it cost from 28 to 38 thousand dollars to put a kilo of cargo into orbit. This equated to more than $50 million for a single satellite. Because of this, SpaceX has developed the Falcon 9 to cut the launch cost to less than one tenth of the competition. The model changed the industry. By 2012, SpaceX had more than enough contracts with 40 launch missions and one to develop a next generation crew-carrying capsule for NASA. What it did not have, was enough people to deliver on those contracts. BECAUSE OF THAT AND THEN UNTIL FINALLY CLIMAX SpaceX had to aggressively pursue the top 1% of the population by looking for talent at the world’s best engineering programs. It had to filter based on hardware and software experience, engineering competition results, GPAs, SATs, drive and grit. The hiring spree turned SpaceX, a company with 1800 people in 2012, to one with over 3000 within a single year. By October 2013, the company had grown to over 3800 people all across the U.S. and built one of the most formidable engineering teams in history. IN THE END SpaceX is like special forces, it does missions that others think are impossible. From automotive to software gaming to electronics, we seek the top technological talent on the planet. Get in touch if you think you’ve got what it takes to change the future of humanity. SET-UP CONFRONTATION RESOLUTION THE STORY SPINE
  24. 24. THE HEDGEHOG AND THE FOX A story of two principles, a single lesson in communication.
  25. 25. “THE FOX KNOWS MANY THINGS...” — Greek poet Archilochusis, c. 650 B.C.
  26. 26. “...BUT THE HEDGEHOG KNOWS ONE BIG THING.” — Greek poet Archilochusis, c. 650 B.C.
  27. 27. FOXES HEDGEHOGS THOMAS EDISON ADAM SMITH WASHINGTON DARWIN EINSTEIN ELON MUSK PLATO DANTE PASCAL NEWTON DOSTOEVSKY NIETZSCHE MARX CHURCHILL STEVE JOBS REAGAN WARREN BUFFETT BEN FRANKLIN NICOLA TESLA HERODOTUS ARISTOTLE ERASMUS SHAKESPEARE MONTAIGNE MOLIÈRE GOETHE PUSHKIN BALZAC JOYCE ANDERSON BILL GATES BILL CLINTON
  28. 28. DO YOU HAVE THE [S.T.O.N.E.S.] TO TELL YOUR STORY? MNEMONIC DEVICE
  29. 29. [T] RUTHFULNESS Present references, cases and data relevant to the prospect. Be transparent in communicating what your company is about. [O] RIGINALITY Did you know that our [ _______ ] are used on the [ _______ ]? An original big idea will be remembered if you’re 1/1000 attendees. [N] UANCE Stay specific. “We have a wide range of products.” – is too general. [S] TRUCTURE Does your story have a big idea, a spine and a call-to-action? [S] IMPLICITY Have a detailed catalogue for support but avoid overwhelming your prospect who would be just getting to know you and the company. Too much choice can lead to decision angst. Guide them instead. [E] MOTION Finding the right approach to a lead can be hard at times, especially for Nords. You will do well to show empathy, interest and excitement. Use: “Our best selling product X has recently won a quality award.”
  30. 30. 80% 100% SIMPLICITY TRUTHFULNESS ORIGINALITY NUANCE EMOTION STRUCTURE 20% 40% 60% “BUSINESS AS USUAL” 0% Partly inspired by “Made to Stick: Why Some Ideas Survive and Others Die”, Chip Heath & Dan Heath, 2007 STORY ANALYSIS S.T.O.N.E.S.
  31. 31. 80% 100% SIMPLICITY TRUTHFULNESS ORIGINALITY NUANCE EMOTION STRUCTURE 20% 40% 60% “TECH TALK” 0% STORY ANALYSIS S.T.O.N.E.S. Partly inspired by “Made to Stick: Why Some Ideas Survive and Others Die”, Chip Heath & Dan Heath, 2007
  32. 32. 80% 100% SIMPLICITY TRUTHFULNESS ORIGINALITY NUANCE EMOTION STRUCTURE 20% 40% 60% “WATER COOLER TALE” 0% Partly inspired by “Made to Stick: Why Some Ideas Survive and Others Die”, Chip Heath & Dan Heath, 2007 STORY ANALYSIS S.T.O.N.E.S.
  33. 33. 80% 100% SIMPLICITY TRUTHFULNESS ORIGINALITY NUANCE EMOTION STRUCTURE 20% 40% 60% “WHERE DO I SIGN?” 0% Partly inspired by “Made to Stick: Why Some Ideas Survive and Others Die”, Chip Heath & Dan Heath, 2007 STORY ANALYSIS S.T.O.N.E.S.
  34. 34. “WHO IS YOUR AUDIENCE?”
  35. 35. [AUDIENCES] [EXPECT] [EMPATHY] FOR THEIR [PROBLEMS] AND [CONCERNS] BEFORE THE [NEXT STEPS]. MNEMONIC DEVICE
  36. 36. WHAT IS YOUR AUDIENCE LIKE? Sit in their chair. Find out what they go through every day. Sketch out their ethos. Get to know their story. Answer the question of why are they important to you? WHAT ARE THEIR EXPECTATIONS? The audience is the star. You are the guide. Why are they at the event? Did they want to participate or somebody told them to? Ask, listen. WHAT KEEPS THEIR BLOOD PRESSURE UP? Show understanding of and empathy towards their fears and pain. Then see if you or somebody else can solve it. Reciprocity works. HOW CAN YOU SOLVE THEIR PROBLEM? A list of features and technical specs will be forgotten. A story will not. Show how your product is improving the lives of people like them. WHAT ARE THEIR CONCERNS? Always address concerns. Beyond the usual references, projections. Resistance to new ideas/products is a healthy sign of engagement. WHAT ARE THE NEXT STEPS? Answer “What now?” Be clear on what is that they need to do next.
  37. 37. ETHOS Your personal story. Why will people listen to you? Can the people relate to your experiences? PATHOS “Comfort me. Amuse me. Touch my sympathies. Make me sad. Make me dream. Make me laugh. Make me shiver. Make me weep. Make me think.” — Guy de Maupassant LOGOS Analysis, Structure, Data, Argumentation, Cases. Is what you are saying making sense?
  38. 38. “WHAT MAKES A GREAT PITCH?”
  39. 39. GO ANALOG. THE BEST WAY TO FOCUS ON YOUR MESSAGE.
  40. 40. INCLUDE EVERYTHING.
  41. 41. THEN EDIT.
  42. 42. SEWING TOGETHER A STORY... ...THROUGH JUXTAPOSITION. WHAT IS WHAT COULD BE WHAT IS WHAT COULD BE
  43. 43. MIND THE CRUMBS.
  44. 44. [OPEN], [EXPLORE] AND [ENCOURAGE] CONVERSATIONS WITH [PARAPHRASE], [QUESTIONS] AND [PAUSES] TO [LISTEN]. MNEMONIC DEVICE
  45. 45. BE A CONVERSATIONALIST. YOU PROSPECT
  46. 46. PREPARE QUESTIONS “WHAT IS YOUR CONNECTION TO THE EVENT? ARE YOU [...] OR [...]?” PAUSE AND LISTEN “[ ........................................... ]” EMOTIONAL OPENING “I’M EXCITED ABOUT THE SPEAKER LINEUP [...], ARE/DO YOU [...]?” “THE [...] HAS SOME IMPRESSIVE TECH, HAVE YOU SEEN [...]?” ENCOURAGE NOD. SMILE. REACT. PARAPHRASE “SO WHAT YOU’RE SAYING IS [...]” “IT SOUNDS LIKE YOU [...]” EXPLORE “WHAT IF [...]? HAVE YOU CONSIDERED [...]? HOW WOULD YOU [...]?”
  47. 47. Who are you? What is the problem or opportunity? What are you doing about it? How does this create value for the audience? Can we meet again? THE GOOD OLD ELEVATOR PITCH INTRO HOOK VALUE SOLUTION CALL-TO-ACTION
  48. 48. “ONE MORE THING...”

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