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

THE SELLING SHOW

TELL A STORY

Photo credit: Lucasfilm

Photo credit: Lucasfilm

Photo credit: Lucasfilm

Photo credit: Lucasfilm

Photo credit: Lucasfilm

Hero Something(bad) happens

Happy ending

Action!What to do about it?

Story outline

1. Situation

2. Complication 4. Answer

Hero Something(bad) happens

What to do about it?

Action! Happy ending

3. Key question

The Minto Pyramid Principle

You are team-mates (with the company)

Highlight similarities with audience 30s pitch

Introduce yourself

Grab attention

Tell something new Use a metaphor

1. Situation

Dramatise, a bit !

Make them feel it Connect to a BIG emotion

2. Complication

Your call to action

Point to where you’re taking them !

Show full conviction

3. Key question

Specific: What? / Why? / How? / Who?

Practical solution to a real problem End with an “ask”

4. Answer

THE END

BEHIND THE SCENES

a.k.a. References

Use storyboarding for mapping out your presentation.

– Reciprocation– Commitment & Consistency – Social proof – Liking – Authority – Scarcity !➝ via Robert Cialdini, Influence: The Psychology of Persuasion

Influence principles:

➝ Steve Jobs — iPhone keynote ➝ Guy Kawasaki — on Enchantment ➝ Dave McClure — Startup Viagra ➝ Keen.io — TechStars pitch

Good examples

Get in touch

piotr@coocoo.lu @piotrbakker