6 Elevator Pitches for the 21st Century

Summary

In this engaging exploration of effective pitching, Dan Pink reveals various methods to persuade and move people. He highlights the power of storytelling, using Pixar’s narrative structure as a model. Pink also emphasizes the importance of clear email subject lines, the effectiveness of rhymes, and the persuasive nature of questions. He discusses how platforms like Twitter can be used for pitching, and the impact of owning a single word to encapsulate a message. Ultimately, Pink argues that we’re all salespeople in the modern world, constantly engaged in the art of persuasion.

Takeaways

• 😀 The Pixar Pitch uses a simple story structure that can make your message more engaging: 'Once upon a time, every day, one day, because of that, until finally…'.
• 😀 Questions are more effective than statements in a pitch, as they prompt the audience to engage and think critically about the message.
• 😀 Email subject lines should fall into two categories: utility (providing value) or curiosity (picking people's interest). Anything in between is less effective.
• 😀 Rhyming pitches, although seemingly cheesy, increase processing fluency, making messages more memorable and easier to understand.
• 😀 The phrase 'If it doesn't fit, you must acquit' from the O.J. Simpson trial illustrates how a memorable rhyme can stick with an audience for years.
• 😀 Pitching is not about selling; it's about initiating a conversation. A good pitch invites engagement rather than demanding action.
• 😀 One of the most powerful ways to pitch on Twitter is to provide valuable information or ask engaging questions.
• 😀 The concept of 'ownership of one word' can be highly effective in a pitch. For example, Obama’s 2012 campaign effectively used the word 'Forward' as their central message.
• 😀 The best email subject lines are short, direct, and intriguing. Obama’s campaign used a simple 'Hey' subject line that encouraged curiosity.
• 😀 Effective pitching involves collaboration. It’s not just about throwing an idea out there; it’s about creating a space for dialogue and shared understanding.
• 😀 In modern life, everyone is a salesperson. Whether you're persuading, negotiating, or convincing someone, you are engaging in a form of selling.

Q & A

What is the Pixar Pitch, and how does it work?

The Pixar Pitch is a storytelling structure used for pitches, based on the narrative formula of Pixar films. It involves filling in the blanks of a simple structure: 'Once upon a time, every day, one day, because of that, because of that, until finally—blank.' This formula helps create a compelling narrative for pitches.

Why is storytelling important in a pitch?

Storytelling is crucial because it engages people emotionally, making the message more memorable. By framing a pitch as a story, it becomes more relatable and persuasive, shifting it from being just a set of logical propositions to an engaging narrative.

How does an email subject line serve as a pitch?

An email subject line is essentially a pitch because it's a plea for attention, trying to engage the recipient. The most effective subject lines either offer utility or provoke curiosity, prompting the reader to open the email.

What makes Obama’s email subject line 'Hey' so effective?

The subject line 'Hey' was effective because it sparked curiosity. People were intrigued by the simplicity and informality, which led them to open the email and engage with the content.

What role does rhyming play in pitching?

Rhyming increases processing fluency, meaning that people can easily understand and absorb the message. A memorable rhyme, like 'If it doesn't fit, you must acquit,' helps make a pitch stick in the listener's mind.

Why are questions more persuasive than statements in pitches?

Questions are more persuasive because they require the listener to actively engage and think about their own response. For example, Ronald Reagan’s question 'Are you better off now than you were four years ago?' prompted people to reflect on their own situation, making the pitch more impactful.

What is the effectiveness of a one-word pitch?

A one-word pitch is effective because it distills the message into a single, memorable concept that can be easily associated with the person or cause. Obama’s use of the word 'Forward' in his 2012 campaign is a prime example of how one word can encapsulate a larger idea.

How does pitching on Twitter differ from other forms of pitching?

On Twitter, pitches are most effective when they offer valuable information or ask questions. Users respond well to tweets that are informative or provoke curiosity, which can drive engagement and encourage conversation.

What is the key idea behind the collaborative nature of pitching?

Pitching should be seen as an invitation for conversation rather than a one-sided attempt to sell something. The process is more effective when it’s collaborative, where both parties are engaged in a dynamic exchange rather than a simple transaction.

Why does Dan Pink consider himself a salesman, and how does it relate to his book?

Dan Pink realized that much of his work involved convincing, persuading, and cajoling others, which led him to the realization that everyone, not just traditional salespeople, is involved in selling in some way. His book 'To Sell Is Human' explores this idea and how people can move others with authenticity, passion, and purpose.