Fwd: Here's your Quick Pitch Guide...

---------- Forwarded message ---------
From: Oren Klaff <oren@pitchanything.com>
Date: Sun, Dec 22, 2019 at 6:18 PM
Subject: Here's your Quick Pitch Guide...
To: <stevescott@techacq.com>

THE PERFECT ELEVATOR PITCH CREATES DESIRE IN 60 SECONDS, JUST DON'T MAKE THIS MISTAKE...

THE PERFECT ELEVATOR PITCH CREATES DESIRE IN 60 SECONDS, JUST DON'T MAKE THIS MISTAKE...

What's the ONE question I get from even the smartest dealmakers? "Oren, If I only have a minute to give an elevator pitch, what do I say to get the deal?" Great question, but here's the problem... Just by asking this question, you're already heading in the wrong direction, setting yourself up to make the BIGGEST MISTAKE possible. The PURPOSE of the elevator pitch is NOT to get the deal. Wait... what? To explain all this, I'm going to show you how I researched, prepared, then executed the elevator pitch for selling 20 MILLION LIGHT BULBS to U.S. President Jimmy Carter. Right here, in this email. But first, let's clear up the PURPOSE of the elevator pitch...

THE SECRET TO THE ELEVATOR PITCH IN 81 WORDS: When people deliver their elevator pitch, they've got one goal in mind: get the deal in 60 seconds. So they rush through the details, skip to the offer, then attempt a "trial close." But when you do this, you look desperate, push away the buyer, and kill any hope for a deal in the future. Because the "elevator pitch" IS NOT an accelerated version of the full pitch designed to get the deal... Instead, it's designed to do something else entirely...

When most people think elevator pitch, they imagine an episode of Shark Tank… You know the scene — 6 "Sharks" planted in their chairs like a Judge sending innocent people to death row. If you're the victim, you'll "get the opportunity" to creep up on stage, where you've only got a few minutes to get their attention, then get the deal… BUT THAT IS NOT AN ELEVATOR PITCH. Because the elevator pitch isn't designed to "get the deal"... It's designed to get you the CHANCE TO PITCH. Ideally ... a phone meeting. Or maybe in-person... But either way, once you're in the REAL meeting, only THEN can you properly pitch your deal (without cutting out the critical elements of an "Oren Klaff"-level pitch). To explain, here's how I prepared to pitched 20 Million light bulbs to former U.S. President Jimmy Carter… (Take notes, because you can copy and paste this Quick Pitch Guide for your own elevator pitch)

THE GOALS: Grab his attention and generate desire within 60 seconds Pitch the entire business in under 5-minutes Reframe light bulbs as new, exciting and interesting Get a commitment for a full 1-hour meeting

THE CHALLENGES: Get a U.S. President interested in 20 million light bulbs. Pitch one of the most boring products in the world as sexy, new, and exciting.

THE PREPARATION: Here's my thinking and approach.. First, I knew the entire pitch had to be limited to a maximum of 5-minutes. Anything longer than that, and the President's handlers would break it up. Which means we'd probably end on a desperate note. NOT GOOD. Better for us to be in control of the meeting than the Secret Service. So if we don't grab their attention in the first 60 seconds, then the deal is toast. I'll show you how I did that in just a moment... Second, I did the math. With a total of five minutes for the pitch, and considering that the average American speaks at around 120 words per minute… My total "budget" was just 600 words. Third, we have a BIG problem... Because there's ZERO way to make these light bulbs sexy. They just aren't much to look at. So I would have to get all the excitement from "human drama" (you'll see what I mean)...

THE RESULT: This is one of the most emotional (and effective) presentations I have ever used. After the company started using this introduction, new orders came rolling in. The key lessons? Make it personal, make it about people (not technology) and make the problem really BIG. So here's the pitch I gave...

Mr. President, HAVE YOU LIT A KEROSENE LAMP RECENTLY? Of course you haven't. KEROSENE FUMES WOULD BURN YOUR EYES. You would get dizzy. And you'd end up with kidney damage. Truth is, when the sun goes down and it gets dark, You don't even think twice. You simply flip a switch that gives you light, and you carry on business without interruption. But there are a lot of people who cannot flip that switch to get energy and light. For example, large populations in Africa have to do things you would never even consider: ... they make their children study by the light of KEROSENE LAMPS or walk alone several miles at night to use a community streetlamp. Burning kerosene is a waste of money. It causes health problems, and it's extremely dangerous. But as bad as these problems are - they are also easy to solve, and worth solving. As you're about to learn, the kerosene problem is not only serious, it's very, very big: 10 million lives and 10 Billion dollars. Mr. President, the next 4-minutes are dedicated to our business, and how we make money providing light and energy to those who need it most, eliminating the need to use toxic fuels for light around the world...

WHY THIS WORKED: Two BIG reasons why this worked… First — I was able to take a completely un-sexy product, and generate immediate intrigue about it. If you're selling Superbowl LIV (2020) tickets, with built-in demand, you might not need to care about this… But most of us have to sell things that are BORING, and "plain vanilla" - so we have to generate intrigue to gain attention. Second — notice something missing? I mentioned NOTHING about how these lightbulbs work, or what their cool features are. THIS IS IMPORTANT! Because the point of the elevator pitch is NOT to tell people about your product... it's to get them INTERESTED in hearing more about it. Then once they're INTERESTED in your product, this puts YOU in control of the situation. Suddenly, you don't "need" them anymore… Now they need YOU. This is how you eliminate "neediness," and is the situation you ALWAYS want to be in… --- Oren Final thought: I know I made this look easy… Simply put, I've done this a thousand times, with a thousand different companies, in a thousand different situations. But after pitching to all these different buyers, in all these different deals, we found they share just ONE thing in common: HUMAN NATURE. This means that no matter what language they speak, or what culture they have, they all follow the prime rule of human biology: people want what they can't have. So does that mean this elevator pitch can work for you? In almost every case, the answer is YES. But then you might ask… "Oren, how do I get in front of someone to even GIVE them my elevator pitch?" "Oren, how do I practice this pitch so it feels authentic?" "How do I pitch my product once I'm actually AT the 1-hour meeting?" Great questions, and I'll share more on that next week. But in the meantime, I'm in Sonoma with family enjoying the beautiful California coast... What about you? ----

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