One of the fabulous books that I’m reading right now is Dan Pink’s To Sell is Human: The Surprising Truth about Moving Others. While working with a client on creating stories that connect with customers, we used Pink’s “Pixar Pitch” formula. This formula helps you focus on the value that you offer and how customers (or your listener) are better off because of your solution. Here’s the basic outline:
“Once upon a time _____. Every day, _____. One day ___. Because of that, ___. Because of that, ___. Until finally ___.”
Here’s how the example might work using my speech coaching services as an example:
“Once upon a time everyone dreaded going to meetings and conferences because they were boring and a complete waste of time.
Every day really smart people would waste their words with boring presentations and no one would listen to them.
One day the smart people realized that they didn’t have to be boring. They could get someone to help them sell their ideas and they called me.
Because of that, they became the kind of speakers who inspired their listeners and motivated them to act.
Because of that, the people at work were more motivated and more productive.
Until finally companies used better communication and increased productivity to connect with customers and increase sales.”
(Ok, I’ll admit I need to work on the last sentence a bit more, but you get the idea. It’s a good exercise to follow that thought process.)
To see 5 other techniques that Pink mentions in his book, check out Gretchen Rubin’s summary in her blog post “6 Simple Strategies To Pitch Your Ideas. And To Make Them Irresistible.”
What do you think. Which of these techniques work best for you?