ACRIP
The Perfect Pitch
Book

The Perfect Pitch

The Art of Selling Ideas and Winning New Business

Jon Steel
Wiley, 2006
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Editorial Rating

8

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  • Applicable

Recommendation

This book about making effective presentations is markedly different from many others. This personal account, complete with stories from the advertising business, shows what makes a presentation successful. Author Jon Steel is a self-proclaimed iconoclast who did well in the ad business. He uses examples from the O.J. Simpson trial, advertising competitions and London’s pitch to host the 2012 Olympics. (The city won and the story behind the contest is compelling.) Steel’s suggestions can help you break the mold that constrains your presentations. getAbstract finds this book practical for anyone who wants a new perspective on developing presentations. People in advertising will find it especially enjoyable and useful.

Summary

Becoming Memorable

Presentations are an essential element of building any business. But the vast majority of presentations of all types are boring, ineffective and forgettable. While Microsoft estimates that every day 30 million people give PowerPoint presentations, used incorrectly this tool can actually diminish your chance of making an effective pitch.

People make presentations to convince others and, most commonly, to win new business. But how many presentations do you remember as inspiring? The bottom line is that most presentations are not memorable. People make the mistake of thinking their presentations have to be perfect. Actually, a presentation only has to be better than the competitor’s. You are trying to convey an idea and the presentation itself is merely the vehicle. Base your talk on persuasion, not presentation skills. Be a good listener, and don’t lecture or go into excessive detail.

Presentations on Trial

Presentations are common in business, but they also matter in other areas. Take O.J. Simpson’s trial for the alleged murder of his wife and her friend. Think of the trial as a business presentation with two competing firms (the defense...

About the Author

Jon Steel is an “accidental” advertising professional, a co-creator of the “Got milk” ad campaign, and the bestselling author of Trust, Lies and Advertising. He works as a business and training consultant for a large marketing communications corporation.

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