28 PITBHINE ESSENTIALS MICHAEL PARKER
Ad Man of 1000 Pitches

IT’S NOT WHAT YOU SAY,
|T’S THE WAY YOU SAY IT Over 65% communication impact is non verbal

IF THEY | l0N’T LIKE
YOU THEY W| JN’T Bl| Y Yllll To sell anything, you must first sell yourself $

PEIIPLE ACT [IN EMIITIIIN THEN
JIISTIEY WITH BEASIIN ‘People will never forget how you made them feel’ MAYA ANGELOU

PASSION PIIHSOAOES Don’t fake it.
If you don’t have it, settle for enthusiasm 9

(16th century proverb). Whoever is
the hungriest, wins

Your proposal was bulletproof. Your
interview was flawless. Your speech was profound.

Every pitch is a battle.
The winning difference is leadership ‘</ ’ / (,I‘{' ' §HA{ I R‘ % 1”‘ E $1?“ ‘IE6’ . ~ . S‘ if ’ ‘ um . l y A V; .. ‘ , at 01’-/ /(I f A

MAKE THE AIIOIENOE YOIIII EIIIENO
Not your enemy. They’re there because they want to be there

POT YOIIIISELE IN THEIII SHOES
Why are they here? What do they want? What’s in it for them?

IF YOU WANT TO BE
HEARO LISTEN People listen to you if you listen to them ‘ mu DRAM rursr wanns mm MY EARS AEAINST ’ THE smn/ IA an or MY snvsr. WILLIAM SHAKESPEARE

A Your ‘elevator pitch’ must
capture hearts not just the minds ‘I I A I‘

OMNIOM TRIIIM PEREEOTLIM. THE OSEFIIL
ROLE OF THREE Ideal number of supporting themes. Long lists lose the audience

TO COME FIRST, OON’T AOT
LAST MINUTE 1%. The commonest error E -

ENERGY. THE PREMIUM FUEL. TOP
UP IN THE MORNING Energy is infectious and morning energy is best x: .9§>~: _m, vnr I ellenins

AL ARE ON GOOD IF
HAUEA OIOEA Only use them if they make for better communication ; :— A ARE

FAIL TO REHEARSE, FAIL TO
PREPARE Find someone neutral to tell you how you come across

A WINNING START MEANS A
WINNING FINISH Beware, audience will make minds up in first few minutes

TII INSPIRE IITHERS YOU NEED
TI] BE INSPIREIJ ‘One child, one teacher, one book, one pen can change the world’ MALALA

‘ L ,1_I__ ‘RV IV-L:
_ gnu II_I| II, I,| II, I,l3'l 1% 1}: pxn1vIv1=nii ul an an _, -mu-LI at-ws

clearwell-reasoned argument ’’‘~ ‘ 44--.
-- Trigger an ’ emotional response

THE LIINEER YIIII G0 IIN,
THE LESS THE IMPACT The Gettysburg Address lasted less than 3 minutes . . “ M ' M g 20 MINS EN» 59eac. H orsvsecn

GIVE THEM SOMETHING TO REMEMBER
YIIII BY Story, phrase, theatre, setting, visual, participation, an idea! Remember

PITBHES HAPPEN IN THE PAIISES
Pause for emphasis, for confidence, for audience to catch up

g? 1.Break speech into chunks
2.Conquer the opening 3.Memorise key words o . 4.Rehearse to someone ' 5.Practice the pauses sPem<mc+, ? IN PUBLIC?

And if the charts don’t
add something, chuck them

LOOK AT YOUR AIIOIENOE, AS
THEY LOOK AT YOO Looking down to read loses eye contact (and audience! ) R [A DING IS BAD

BEOOME A POSEOR- YOO KNOW
YOO’VE ALWAYS ANTEO TO Try wer posing! Amy cuddy TED Talk ‘Fa ' till you become it’

JOST ONE LAST THINO. BE
YOORSELF. BOT BETTER spontaneity and confidence grow through rehearsal

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/7xa. W// W 77;; z/ /’/ /// ,/ l:§‘/ /I/ // I/I/ /J/ V 531/ BUY THE BOOK A creatively illustrated guide to selling your ideas, and yourself, by one of the top advertising pitchmen in the world. Michael Parker is the former vice chairman of Saatchi & Saatchi London. AVAILABLE AT BOOK STORES OR CLICK ON PENGUINRANDOMHOUSE