Pitch Anything summary

The one critical thing you need throughout your pitch is the attention of your target. To successfully attain this, research has shown that you must evoke two sensations in your pitch: desire and tension. Desire arises when you offer your target a reward, and tension arises when you show them they might lose something, like an opportunity, as a result of this social encounter. On a neurological level, this effectively floods your target’s brain with two neurotransmitters: dopamine and norepinephrine.

Dopamine is a chemical associated with anticipating rewards — desire. One such reward would be the pleasure of understanding something new, such as solving a puzzle. Thus, to increase the level of dopamine in your target’s brain, you must introduce novelty through a pleasant surprise, like an unexpected yet entertaining product demo.

Different people will see any given situation from a different perspective or point of view based on their intelligence, ethics and values. These perspectives are called frames, and they dictate how we perceive social situations such as meetings and sales pitches. Frames also determine who controls those situations.

When two people meet, their individual frames crash into each other. Only one frame can survive such an encounter — the stronger one. For example, let’s assume a cop pulls you over for speeding. He has a strong moral-authority frame and you only have a weak “I’m so sorry officer”-frame. It is clear that when your frames clash, his frame will prevail. This means he will control every aspect of the encounter: from its duration to its content and tone.

In a pitch or sales meeting you will often encounter certain archetypes of frames, and it is important you choose strong with which to counter them.

Typically, your target will use the power frame which exudes arrogance. You must not do anything that validates the other person’s power. Instead, use small acts of defiance and denial to bust the frame; for example, by yanking your presentation material away from the target if they do not seem to be taking it seriously.

The most important frame you should be able to use is the prize frame, as it works in a variety of situations against many opposing frames.

Typically when you’re selling something or pitching an idea, your target will tend to see their money as the “prize” of the meeting, something you have to fight for. You must reframe the situation so that you are the prize and they would be lucky to do business with you.

Contrary to popular belief, we are more prone to making choices instinctively than through rational analysis. In fact, we often make a decision about something before we even fully understand it and only later come up with reasons for that decision. These gut calls are called hot cognitions, whereas the decisions arrived at through rational reasoning are known as cold cognitions.

After you’ve introduced your big pitch idea, you want to trigger hot cognitions within your target. These will make him or her want what you have to offer in mere seconds, instead of analyzing your pitch for days to reach a rational, cold decision. You trigger the hot cognitions by stacking frames, meaning you introduce multiple frames in quick succession.

Neediness, otherwise known as validation-seeking behavior, is a sign of weakness and it can be absolutely fatal to your pitch. If you act needy, the audience will sense you are weak and their primitive croc brains will classify your proposal as a threat – to their money. This can easily push you into a vicious cycle where the audience becomes more and more distant due to your neediness, which in turn makes you anxious and even needier!

To negate neediness, you can use a simple three-step formula based on the movie The Tao of Steve, where the protagonist, Dex, follows a pseudo-Taoist philosophy to pick up women.

Status plays a vital part in any social encounter. In any meeting, a dominant member known as an alpha emerges, while others take subordinate beta-positions. It is very difficult to be persuasive from a beta-position; hence, you must grab alpha status.

Though some elements of status, like your reputation or wealth, are quite stable, situational status can vary immensely; for example, while a successful surgeon has considerably higher social status than a golf teacher, the teacher is still the alpha during a golf lesson.

Before you begin any pitch, let your target know you will keep the presentation short. This will put them at ease. When Watson and Crick presented their Nobel Prize-winning idea of the DNA helix, they only needed five minutes. If you know what you are doing, you can pitch anything in twenty.

Start your pitch by introducing yourself. This does not mean rattling off your entire résumé but just outlining your greatest successes, like projects where you really did something impressive.