Communications; Sales; marketing message

Monroe’s Motivation Sequence:

  • Attention – be noticed in a favourable way
  • Need – the psychological core of the sequence; use solid evidence to stir minds and feelings
  • Satisfaction – provide the audience a solution to the need
  • Visualisation – project the audience to a future where they can see themselves enjoying the benefits from adopting the plan
  • Action – tell the audience what you want from them; what they have to do to make it all happen

It’s not about scoring each time, but advancing the ball with each “elevator pitch”.

Structure, sound reasoning, a sense of progression (for the listener, in terms of where the speech is going).

Introduction (the hook; attention step)
the body (three main points; the need, the satisfaction, visualisation)
the conclusion (summary; complete the visualisation step, transit to the close)
the close (action step in Monroe’s sequence; call for action)

Different type of talking points for different audiences:
– 3 questions approach: why choose you/ your pdt; why your company; why act now?
– past-future-present method: discuss where your listener was in the past; what I happening to them now; how their future can be improved/ where can you take them?

Three benchmarks:
– compelling case/ evidence in the message
– creativity (in content)
– authentic delivery

How to make the case more persuasive than informative: presenting the need.
The “so what” test. Six typical cases:
– time
– money
– sanity
– fun
– ease of use
– security

Always conclude; always have a close.

Being creative: using analogies, definitions, statistics, testimonials, hypothesis, alliteration, metaphors, personification. But use them not for their own sake but to fit the message.

“polish comes from practice, charisma comes from certainty”

Prepare a variety of views on the same pitch.

Summary: 10 basic steps to crafting an elevator pitch
1. Define your intention
2. Examine scenario (who are your audience; profiles; needs)
3. Draft core outline
4. Build case (most compelling arguments)
5. Don’t forget to close
6. Be creative
7. Speak in your own voice
8. Write it out
9. Practice
10. Use it

Presents examples of an outline/ preparatory notes. Sample of an evaluation form.

appendix has forms, templates, diagrams referred in the book.