Source: Medium, Sep 2016
#1. Name a Big, Relevant Change in the World
Note the subtle but important difference from what most pitch advice tells you, which is to start with “the problem.” When you assert that your prospects have a problem, you put them on the defensive. They may be unaware of the problem, or uncomfortable admitting they suffer from it.
But when you highlight a shift in the world, you get prospects to open up about how that shift affects them, how it scares them, and where they see opportunities. Most importantly, you grab their attention.
#2. Show There’ll Be Winners and Losers
To combat loss aversion, you must demonstrate how the change you cited above will create big winners and big losers. In other words, you have to show both of the following:
- That adapting to the change you cited will likely result in a highly positive future for the prospect; and
- That not doing so will likely result in an unacceptably negative future for the prospect
#3. Tease the Promised Land
first present a “teaser” vision of the happily-ever-after that your product/service will help the prospect achieve—what I call the Promised Land.
Your Promised Land should be both desirable (obviously) and difficult for the prospect to achieve without outside help. Otherwise, why does your company exist?
Note that the Promised Land is a new future state, not your product or service.
the Promised Land is not having your technology, but what life is like thanks to having your technology.