Be Passionately
Curious

CRAFT A SUPER-EFFECTIVE ELEVATOR PITCH.

Most effective pitches, whether you aim to close a sale or win an ally, start with sharing a new idea to get behind. This creates a lot more meaning in what you do; you could argue that what you do, on its own, means nothing to people. The most critical component of this approach is not to lead with what you do, but to lead up to it.

This pitch style encourages you to consider your audience’s wants, needs, and fears, and to start with why you do things the way you do them, rather than leading with the specifics of what you do. It works best when your Reframe is polarising to other peoples’ views or differentiates you in a way that the right people will follow you and sing your praises. They will continue to buy what you do, as long as you live up to your word.

You can use the Story Arc to foster a clear and concise elevator pitch, or insert a few examples and evidence of living your story arc in each stage to allow the arc to build over a 20-minute keynote presentation.

You can often find your mission (Reframe) and vision (New Way) embedded, or touched on, within a well-crafted story arc.

The Story Arc should take your audience on an emotional rollercoaster. Start at neutral, bring them up to the highest level of interest, then bring it down on a slide to rock bottom with everything to expect if you ignore the calling in the Reframe. Next, bring them back up again with an altruistic blue-sky scenario of what could be, then deliver what you do as a logical solution that conveniently addresses both the pains and gains of your audience.

Other use cases to share your Story Arc might be within a brief for your creative team, employee onboarding, or annual strategic sessions.

What to do:

❶ You may choose to work collaboratively or divide and conquer.
❷ Generate a list of the key messages or topics you can cover as a WARMER for the conversation. This should establish some relevance and credibility that will support your offer.
❸ Determine your REFRAME. This is where you will share your unique perspective and introduce a shared belief that your audience hasn’t explored yet, or competitors cannot deliver on as their own promise. This is needed to grab attention. The more inspiring or intriguing, the better. Most people will just say what they do or where they work, but you’ve made the most of this opportunity to make it memorable.
❹ Now, create your RATIONAL DROWNING list. With this, you will record all the logical pitfalls or barriers one may face if they do not see things from your perspective and change their ways.
❺ Imagine the EMOTIONAL IMPACT of what’s to come after being hit with the barriers and pitfalls you listed above. Think of what your audience would feel if everything that could go wrong, does go wrong. This is the ‘rock bottom’ moment or fallout you are trying to help them avoid.
❻ Brainstorm all of the ways you could describe the NEW WAY. Collectively it will represent a ‘blue sky’ future where everything goes right. All pain points are eliminated and benefits are realised.
❼ Finally, make a list of WHAT YOU DO. Highlight your most timely and relevant products or services.

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