Here at Verde Martin, we are big fans of Daniel Pink. Pink is the author of several bestselling books, detailing the changing workplace around us. Having sold more than 2 million copies worldwide, he is a true sales guru. His latest book, To Sell is Human, offers many lessons in sales. In his book, he details six pitches that we would like to share with you!
1. The One-Word Pitch
The idea behind this pitch is that we live in a world of increasingly short attention spans. Therefore, Pink says a business should, “define the one characteristic they most want associated with their brand around the world, and then own it.” Examples of this are “search” for Google or “priceless” for Mastercard. The one-word pitch is a simplistic way to catch people’s attention and create brand equity.
2. The Rhyming Pitch
Rhymes are easy to understand and remember. Furthermore, research shows that people unconsciously believe rhymes are more accurate. A historical example of the rhyming pitch took place during the OJ Simpson Trial. OJ’s defense lawyer presented a glove that OJ allegedly used. When he was unable to fit the glove on his hand, his lawyer stated, “If it doesn’t fit, you must acquit.” Seven words that are famous to this day, all because they rhymed.
3. The Question Pitch
Several scholars have found that questions can outperform statements in persuading others. As Pink says, “When I make a statement, you can receive it passively. When I ask a question, you’re compelled to respond. That requires effort on your part.” When Ronald Reagan was running for president in 1980, he asked a simple question: “Are you better off now than you were four years ago?”
4. The Subject-Line Pitch
Email is a common communication tool. Pink points out that, “Every email we send is a pitch. It’s a plea for someone’s attention and an invitation to engage.” However, it is often the subject line that draws the readers’ attention. That one line can determine if an email is opened or deleted. Three professors from Carnegie Mellon University conducted studies on the effectiveness of email subject lines. They found that people decided to open the email based on two factors: utility and curiosity. People read emails if it affects their work or peaks their curiosity. Furthermore, it helps if the subject line is specific or promises a benefit. An example of this is, “4 tips to improve your golf swing this afternoon.” So next time you’re sending an email, make sure to carefully craft your subject line to include these things.
5. The Twitter Pitch
This pitch utilizes 140 characters, relevant information and the importance of engagement. As Pink says, “The mark of an effective tweet, like the mark of any effective pitch, is that it engages recipients and encourages them to take the conversation further.” By summarizing your pitch, you can communicate your message in an appealing and effective way.
6. The Pixar Pitch
Last but not least is the Pixar Pitch. The Pixar Pitch utilizes a well-know story format, while still keeping the pitch concise. It goes like this:
Once upon a time____________. Every day____________. One day____________. Because of that, ____________. Because of that,_____________. Until finally___________.
These six pitches are creative and alternative ways to increase sales. By using them, you can motivate those around you, practice personal branding, improve your sales process and accomplish your goals. So next time you’re trying to persuade someone, try using one of these pitches. You may be surprised at the result!
Make sure to check out Pink’s video, detailing his six pitches: