Author: Oren Klaff
|Pitch Anything (2011) is the ultimate guide to presenting, pitching, and selling your ideas and offers. Despite our current obsession with storytelling, most of us are terrible at it. Today, we live in an age of multimedia and emotion, in which the heart-stopping power of a story can trump all other types of communication. Pitch Anything book will show you how to use those new tools–visuals, video, storytelling–to grab eyeballs and get your message across, whether you’re presenting to one person or five thousand people.|
So how do you pitch anything? You have to trick people into listening to your presentation. You have to make them listen to it twice and even then there’s no guarantee they’ll buy it. The idea behind the trick is not that it’s tricky, but that it’s emotional. It had to be able to make people feel empathy, while also appealing to their logic.
Oren Klaff has been a professional salesman for over 15 years and he is now considered to be the most successful one in the world. His writing skills enabled him to create a pitch that would highlight the book he had recently published, Pitch Anything, and more than one million copies were sold so far. Oren Klaff’s biggest success, though, came from his pitch of how we should all think about pitching anything.
The main principle of how pitches are created was mostly based on how people are persuaded to buy. Klaff’s book focuses on the roles that emotions play in the buyer’s decision-making process. He reveals some of the most useful psychological tactics that can be applied during any presentation or pitch; whether you are trying to sell your company’s products or services or trying to sell an idea to your peers, Pitch Anything will teach you how to persuade others with just a few words.
Pitch Anything Book Key Points
Make a pitch that can speak to your audience’s croc brain
As an entrepreneur, you need to learn a lot about how to speak to your audiences’ modern brains, and how to use their reason and logic to move them. The croc brain makes up most of your brain’s volume and is the most powerful part. It’s the part that makes you have an emotional response to things, it’s the part that makes you feel. Oren defines it in Pitch Anything book as the “fight or flight” instinct and although it’s useful in life-threatening situations, it can also often lead you astray.
As he puts it: “The croc brain doesn’t care if your story’s simple enough, but it does care if your sales pitch is emotionally compelling. So craft your pitch to take advantage of that by adding an emotional hook and focusing on a promising solution that will solve your customer’s most important problem. Oren’s research also showed that “There is a hierarchy of pricing. First, customers prioritize price, then brand, and final product. Customers begin by asking one question: Is it worth it? And that is a croc brain question.
The croc brain is the reason we don’t just buy books and read them quickly. Instead, we sit on the edge of our seats, driving ourselves crazy wondering: What happens next? Oren pins this idea to a study. Researchers tested their participants’ heart rates and brain function while reading novels. They found that we become addicted to books as our brains release little dopamine hits when we’re immersed in a good story.
To understand how to write effective sales copy, you need to know how your brain responds to these cues in a pitch. Here are three ways you might use them: If it feels exciting, threatens us, or offers immediate gratification, we go for it.
Rather than making your customers chase you, turn yourself into the prize
Be different. Be bold. Be shameless in your pursuit of the customer. Instead of chasing your target, turn yourself into the prize. Your target is already a winner by hitting your business. Because of this success, the customer already believes in themselves. You don’t need to convince them as much as you do other businesses. They are more confident and trust their taste because they’ve won by finding you.
The key is to paint the picture of yourself and your customer as winners. That’s how you can be different from all the other businesses out there who are just chasing their targets. Celebrate the fact that you’re not going after “the average person,” but instead selling through a process of remarkable selection that brings only the best customers to you.
In your marketing, focus on what you have to offer instead of what your product does. Let’s consider the classic pitch: “One weird trick that will change your life forever!” This pitch goes against everything you know about confidence and self-respect. It assumes that the reader is incomplete in some way, that they need a product or technique to fix them.
The same techniques are used to sell products and services of all kinds. It’s the language of insecurity, and it doesn’t work.
If you want to get someone to make a gut decision in your favor, try stacking frames
Humans are creatures of habit. We don’t like to decide if we don’t have to — that’s why most people stick with what they already read daily. So, how do you get people to make a gut decision in your favor? By striking at the heart of their feelings, that’s how. Then stack your frames together and make them work for you.
The concept is so simple and yet, so powerful. The idea is to emphasize your strengths and minimize or distract from your weaknesses. The best way to do that is by incorporating multiple frames into your sales copy. In other words, you are putting together a “stack” of information in your favor.
It is all too common that we rely on a single frame to describe something. When we do this, we can accidentally omit information that would otherwise change the way our audience views our products and services. By stacking numerous frames on top of each other, we can enable our audience to make a gut decision in our favor.
For example, when you’re selling a product, first sell it on its benefits. If the benefits don’t impress your audience, switch to a different frame and sell them on a different set of benefits. Think of your product as a gift that you’re giving to your customer. Before they open the gift, tell the audience why they should accept it. They’ll assume it’s something good and make a gut decision about your product’s value.
Pitch Anything Book Quotes
“There are limits to the human attention span, which is why a pitch must be brief, concise, and interesting,” Oren Klaff
“When you are reacting to the other person, that person owns the frame. When the other person is reacting to what you do and say, you own the frame.” Oren Klaff
Pitch Anything Book Review
This is a good book. There is a lot to learn from Pitch Anything. This is not just a book about sales but you can learn to present your ideas before your audience in general. That is something we must know. Oren presents this book in a manner that he came up with his terminologies.
To whom I would recommend the Pitch Anything summary?
- Anyone who is going to start his selling career.
- Those who want to learn how to present their ideas.
- Most importantly, anyone wants to know about pitching.