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Chapter 7: Pitch, image - Coggle Diagram
Chapter 7: Pitch
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The companies’ aim, and the aim of this type of pitch, is “to define the one characteristic they most want associated with their brand around the world, and then own it. That is one-word equity.
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A classic example in Mexico is when we say that you can't eat just one, at that moment the sabritas product comes to mind, or when we see a bag of sabritas, its slogan comes to mind.
It’s the ultimate pitch, days and sometimes weeks of material reduced to its essentials.
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“If it doesn’t fit . . .”
The jury exonerated Simpson—and one reason was Cochran’s seven-word rhyme: If it doesn’t fit, you must acquit.
Uncovering happiness
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Uncover happiness is a slogan used by Coca Cola in the promotion of its products to reach consumers in order to increase sales.
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Utility and curiosity were about equally potent, but they seemed to operate independently of each other. Utility worked better when recipients had lots of e-mail, but “curiosity [drove] attention to email under conditions of low demand.”
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An example of this is when a few years ago I started applying for a software development vacancy and I received emails with the subject line "Vacancy evaluation process", for obvious reasons I was very interested in this process and I was attentive to all the emails sent by the company in question.
Reagan asked a question:
“Are you better off now than you were four
years ago?”
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The researchers also found that when the underlying arguments were weak, presenting them in the interrogative form had a negative effect.
An example of this event is when in 2015 in the elections of the CECYTE Oaxaca Workers Union, the yellow slate launched a question to its members: Are you still satisfied with your labor benefits? which resulted in winning that year's elections and leading more than 1,500 workers.
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The school asked a fairly standard essay question: “What makes you an exceptional Tippie full-time M.B.A. candidate and future M.B.A. hire?” But it told applicants to respond in the form of a tweet—a micro-message of 140 or fewer characters.
An example of this event is in the writing of my master's thesis where through twitter I managed to download a collection of twit to perform a big data analysis of the careers offered by the university and managers can make decisions.
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“All safe, gentlemen. All safe.” - Otis Elevator Company
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Lessons from Tinseltown
The lesson here is critical: The purpose of a pitch isn’t necessarily to move others immediately to adopt your idea.
The purpose is to offer something so compelling that it begins a conversation, brings the other person in as a participant, and eventually arrives at an outcome that appeals to both of you.
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How does Pixar do it? Success has many parents—the foresight of Steve Jobs, who invested in the company early; the distribution and marketing muscle of the Walt Disney Company.
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A classic example of this event is when Netflix starts operations and creates alliances with other companies to bring video on demand to homes.
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