Marketing

Pitch Anything: 8 key ideas

by Oren Klaff

The core ideas of Pitch Anything, each in under a minute, written in our own words. Want the full depth? Get the book.

1. IDEA 1 OF 8

   Pitches must reach the croc brain

   Klaff argues that when people hear a pitch, the oldest part of their brain, which he calls the croc brain, quickly decides whether to pay attention.

   Pitches must be simple, novel and non-threatening to get past it.

2. IDEA 2 OF 8

   Control the frame

   Klaff describes frames, the points of view people bring to interactions.

   The person whose frame dominates controls the conversation. If the other side's frame wins, you end up answering their questions on their terms instead of leading.

3. IDEA 3 OF 8

   Status matters

   Klaff argues that status affects how pitches are received.

   Presenters should avoid appearing lower in status. People with higher status are listened to more closely and more often given the benefit of the doubt.

4. IDEA 4 OF 8

   Make yourself the prize

   Klaff describes prizing, positioning yourself as the valuable party rather than chasing the buyer.

   This reverses pressure. When the buyer sees that you have other options and value your time, they may value the chance to work with you more.

5. IDEA 5 OF 8

   Use a clear structure

   Klaff offers the STRONG method: set the frame, tell the story, reveal the intrigue, offer the prize, nail the hook point and get a deal.

   Structure guides pitches. Each step builds on the one before it.

6. IDEA 6 OF 8

   Emotions drive decisions

   Klaff describes hot cognition, the tendency to decide based on feelings before analysis.

   Pitches should engage emotions. A pitch that only lists facts and numbers may fail to hold attention, however strong the facts are. Interest and excitement have to come first.

7. IDEA 7 OF 8

   Neediness repels

   Klaff argues that appearing needy weakens a pitch.

   Confidence attracts. Someone who seems to need the deal badly gives the other side power, because they can wait for a better offer. Calm confidence suggests the pitch has value, and people lean toward it.

8. IDEA 8 OF 8

   Create intrigue

   Klaff suggests telling stories with tension to keep attention.

   Intrigue keeps the croc brain engaged. A pitch that has a small problem or surprise in it pulls listeners forward because they want to know how it ends.