The 6 different types of pitches ??

Daniel Pinks book 'To Sell is Human' is packed full of wisdom. I read this recently and one chapter that really stuck out to me is the concept of the different ways we can pitch an idea.

In summary, he defines 6 types of pitches:

1. The one word pitch
2. The question pitch
3. The rhyming pitch
4. The subject line
5. The twitter pitch
6. The Pixar pitch

Here is a review of all 6, including an example using my own startup - ESG Analytics.

1. The one word pitch

Can you condense your whole idea into a single word ? These days, only simple ideas permeate.

What company do you think of when you hear the word 'search'?

Thats right, Google.

For ESG Analytics that word is ... Uncover.

2. The question pitch

Questions are powerful, and elicit a response vs a statement which can be taken passively.

Ronald Reagans campaign was based on the question "are you better off today than you were 4 years ago?"

ESG Analytics: How do you identify and monitor ESG risk ?

3. The rhyming pitch

Rhymes boost 'processing fluency' and go down easy. Humans actually equate this with accuracy.

Haribo has a different rhyme for each language, this one brings a smile:

This brings a smile: "Kids and grown ups love it so - the happy world of Haribo"

For ESG Analytics this might be: If you're greenwashing, we're watching.

4. The subject line

Utility, curiosity and specificity

Email has become part of our DNA. Research has shown that people are more likely to to open something that seems useful or something they are curious about, but not both.

Additionally, the subject line should be specific

Example:

? 3 tips for better meals (utility)

? Eat your way to more strength ? (curiosity)

? Heres 3 tips from ACME that will help you gain strength

ESG Analytics:

? Effortlessly monitor ESG risk in minutes (utility)

? 3 ESG risks hiding under your nose (curiosity)

5. The Twitter pitch

A study showed that only 36% of Tweets are worth reading.

Lowest rated:

1. Complaints
2. Me Now ("I'm at the airport")
3. Presence Maintenance ("Good morning!")

Highest Rated:

1. Asked questions of followers
2. Had useful information and links
3. Self promotion (as long as it had useful information)

For ESG Analytics:

ESG data today is stale, and based on company disclosures. By looking at different data sources from the world around us, we can provide up to date insights, that give us the full picture.

Check out the latest case study https://esganalytics.io/insights/activision-blizzard-esg-case-study

6. The Pixar Pitch

Pixar has been an incredible success story, with 13 of their films grossing a combined $7.6B. Emma Coates 'cracked the Pixar code' into 6 lines:

Once upon a time_________. Every day, _________. One day_________.

Because of that, _________. Because of that, _________. Until finally, _________.

This is the plot of Finding Nemo:

Once upon a time there was … a widowed fish, named Marlin, who was extremely protective of his only son, Nemo.

Every day … Marlin warned Nemo of the ocean’s dangers and implored him not to swim far away.

One day … in an act of defiance Nemo ignores his father’s warnings and swims into the open water.

Because of that…he is captured by a diver and ends up in the fish tank of a dentist in Sydney.

Because of that…Marlin sets off on a journey to recover Nemo, enlisting the help of other sea creatures on the way

Until finally … Marlin and Nemo find each other, reunite and learn that love depends on trust.

ESG Analytics:

Once upon a time we only measured companies based on their financials.

Every day, we seeked to beat earnings and profit was the main motive.

One day, the world started to care about more than financials, it started to care about a companies governance along with its impact on the environment, society. They called this ESG.

Because of that, companies had to disclose new types of data, which was cumbersome and slow, other companies created scores based on this data.

Because of that, people had a hard time tracking how these impacts affected companies they invested.

Until finally, ESG Analytics built a system to take in data from around the world, and help measure companies #ESG performance using alternative data.

Summary

There you have it, the 6 different pitches:

1. The one word pitch
2. The question pitch
3. The rhyming pitch
4. The subject line
5. The twitter pitch
6. The Pixar pitch

Hope you enjoyed that!