Dear alan russell,
Welcome to this edition of our irregular and irreverent newsletter.
In the first email I sent you a couple days ago I gave you access to the
Introduction of my new book TO SELL IS HUMAN. In this edition I
want to give you a preview of one of my favorite sections.
* * * * *
The 6 Successors of the Elevator
Pitch
(adapted from Chapter 7 of TO SELL IS
HUMAN)
Almost from the moment that Elisha Otis
invented the first viable elevator in 1853, people have been working on
their elevator pitches. The idea was that if the big boss ever strode into
your elevator, you'd be able to smoothly explain what you did at the company
by the time you reached your floor.
But has the elevator pitch become passé?
These days, we're pitching all the time --
not just when we encounter the boss. And we're pitching to people --
colleagues, prospects, customers, family, and friends -- who are inundated
with media, messages, and mayhem. To stand out, we need to adapt to
changed circumstances. So over the last few years, I've plumbed the
social science research, collected best practices from around the world,
and compiled the 6 successors to the elevator pitch. Here are three:
1. The Question Pitch
What: A pitch that asks a question instead of
making a statement.
Example: Are
you better off now than you were 4 years ago? (Ronald
Reagan)
Why it works: Research
out of Ohio State University shows that when the facts are on your side,
asking a question is more effective than making a statement. People
receive statements passively. But with questions, they summon their
own, more autonomous reasons for agreeing.
2. The Rhyming Pitch
What: A pitch that -- you guessed it --
rhymes.
Example: Kids
and grownups love it so -- the happy world of Haribo. (German
confectioner Haribo)
Why it works: A
fascinating study from Lafayette College reveals that rhymes increase
"processing fluency." As a result, people perceive rhyming
statements as both more truthful and more persuasive.
3. The Subject Line Pitch
What: We sometimes forget: Every email
subject line is a pitch.
Example: The
5 Most Persuasive Words in the English Language (Email
from Copyblogger)
Why it works: Three
Carnegie-Mellon scientists found that effective email subject lines fall
into one of two categories: Utility and Curiosity. They either demonstrate
their usefulness to the recipient or make the recipient curious about what's
inside. However, trying to accomplish both goals in one subject line is a
big mistake
Of course, chapter 7 goes into far greater
detail -- and introduces the three other pitches (The One-Word Pitch, The
Twitter Pitch, and The Pixar Pitch). But I thought
you'd like an early taste. Why not try one this week?
* * * * *
That's all for now. For more information
on the book, check out this page.
(Rhyming pitch: Don't be schnook. Go get the book!) As
always, thanks for reading.
Cheers,
Daniel Pink
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