Book Summary: Pitch Anything

by Oren Klaff

“Pitch Anything” by Oren Klaff offers a unique approach to presenting, persuading, and winning deals.

Here are the most valuable concepts from the book:

The STRONG method

Klaff introduces a six-step framework called STRONG, which stands for Setting the Frame, Telling the Story, Revealing the Intrigue, Offering the Prize, Nailing the Hookpoint, and Getting a Decision. This method guides readers in crafting an effective pitch that captures the audience’s attention and drives action.

Imagine you are pitching a revolutionary eco-friendly product to potential investors. You begin by Setting the Frame, explaining the environmental crisis and the urgency to act (Setting the Frame). Next, you tell a story about a town that suffered from pollution but recovered after adopting your product (Telling the Story). You reveal intriguing data about the product’s effectiveness (Revealing the Intrigue) and emphasize the potential return on investment and positive environmental impact (Offering the Prize). You highlight the unique advantages of your product compared to competitors (Nailing the Hookpoint) and urge investors to take action by supporting your project (Getting a Decision).

Frame control

Klaff emphasizes the importance of controlling the social context or “frame” within which a pitch is delivered. By establishing a strong frame, the presenter can guide the audience’s perception and maintain control over the narrative.

During your pitch, an investor interrupts with concerns about the product’s cost. Instead of becoming defensive, you maintain control of the frame by acknowledging their concern and refocusing on the long-term value and potential savings the product provides.

Create a compelling story

A pitch should be presented as a captivating story that evokes emotion and engages the audience. Klaff advises using a three-act structure, including a beginning that sets the stage, a middle with stakes and conflict, and a resolution that offers a solution.

This is very similar to the technique of The Hero of a Thousand Faces used in Hollywood movies.

You present a narrative about a family struggling with health issues due to pollution. After using your eco-friendly product, the family’s health improves, and they become advocates for environmental responsibility in their community. The story evokes emotion and reinforces the need for your product.

Intrigue and novelty

To keep the audience engaged, a pitch should include unexpected elements and new information. By incorporating surprise and intrigue, presenters can capture and maintain the audience’s attention throughout the pitch.

You reveal that your product is made from a newly discovered, sustainable material that outperforms traditional alternatives. This information piques the audience’s interest and sets your product apart from others.

Position yourself as the prize

Instead of just selling a product or service, presenters should position themselves as valuable resources that the audience would want to work with. This involves demonstrating expertise, credibility, and the unique value they bring to the table.

You demonstrate your extensive knowledge of environmental issues and your experience developing eco-friendly solutions. This positions you as an industry expert that the investors would want to collaborate.

The hook point

A strong pitch must have a clear and memorable hook point, which is the moment when the audience becomes fully committed to the idea. This can be achieved by addressing the audience’s pain points, desires, and needs in a compelling way.

Your hook point is that your product not only helps the environment but also saves customers money in the long run due to reduced waste and lower energy consumption.

Drive decision-making

To successfully close a deal, presenters should guide the audience towards making a decision in their favour. This involves establishing a sense of urgency, highlighting the benefits, and addressing any concerns or objections.

You create a sense of urgency by highlighting limited funding opportunities and potential early-bird benefits for investors who commit now. You also address any objections and reiterate the value of your product, guiding the audience towards making a decision in your favour.

By applying these principles from “Pitch Anything,” readers can improve their pitching skills, make persuasive presentations, and increase their chances of winning deals.

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