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“When [people are] confronted with a problem that disturbs their normal orientation, they look for a solution; when they feel a want or need, they search for a way to satisfy it” – Alan Monroe
Let’s face it; we all pitch. Whether it be at a pitching competition, or at a networking event, or at a meeting. We all pitch our self, our idea, and our business.
In this blog post, I will share with you the model that I apply to every pitch I deliver. This model will help you to:
You will be able to apply this structure to different types of pitch, including:
Many of us pitch in similar circumstances every day. But how can we best structure our pitch?
Of course, there is plenty of information on how to make the perfect elevator pitch; how to close a sale; and even how to talk to people at networking events. A few of my favorite books on these subjects include:
Oren Klaff, for instance, offers a structure based on a 15 – 20 minute pitch, on a stage in an auditorium, with use of a slide deck. But what if your pitch is 15 – 20 seconds, at a coffee table, armed with nothing more than a cup and saucer?
The books above fail to mention the single most significant obstacle we must overcome if we are to move our audience to action. A recent study by Microsoft shows that the average human attention span is decreasing. In 2000, the average human attention span was 12 seconds but by 2013 it was only 8 seconds. Is your current pitching structure keeping your audience’s attention?
Fortunately, there is a way we can structure our message so that our audience wants to hear more. To do this, we must use Alan Monroe’s Motivated Sequence. Below are the 5 stages of Monroe’s model with examples of rhetorical techniques we could use to achieve each stage:
Each of the first four stages of Monroe’s sequence invites the audience to learn more; to keep the listener on the edge of their seat. This process then facilitates your message – that is, your call to action.
In a world where human attention is scarce, I urge you to structure your pitch accordingly. Structure your content according to Monroe’s 5 stages. Memorize your content in sequence. Actively listen to your audience. Then deliver your pitch with gusto.
James Cullen runs two companies: OrateMate.co.uk and Productive Meetings Ltd. James is an expert in rhetoric, passionate about productivity, and an advocate of motivational talk. Catch his next open event here, or get in touch on Twitter (@James_Cullen1) or LinkedIn.