25 Awe-Inspiring Quotes from Pitch Anything

Oren Klaff discusses the methods to persuading others with his ‘Pitch Anything’ method. With a study in neuroeconomics, Klaff captures the science behind making good deals. Here is a look at some of the best quotes from ‘Pitch Anything.’

“A frame is the instrument you use to package your power, authority, strength, information, and status.”

“A pitch narrative can be thought of as a series of tension loops. Push then pull. Create tension. Then resolve it.”

“A way to present this material without the target becoming too analytical about it.”

“As I’ve said before, the brain is a cognitive miser. Unless it can get value for itself, it stops paying attention.”

“As you share your story, there has to be some suspense to it because you are going to create intrigue in the telling of the story by telling only part of the story. That’s right, you break the analyst frame by capturing audience attention with a provocative story of something that happened to you, and then you keep their attention by not telling them how it ends until you are ready.”

“Attention will be given when information novelty is high and will drift away when information novelty is low.”

“Every social interaction is a collision of frames, and the stronger frame always wins. Frame collisions are primal. They freeze out the neocortex and bring the crocodile brain in to make decisions and determine actions.”

“Frames create context and relevance; as we will see, the person who owns the frame owns the conversation.”

“If you are trying to win your target’s respect, attention, and money, he becomes the prize.”

“Money is never a prize; it’s a commodity, a means for getting things done. Money simply transfers economic value from place to place so that people are able to work together.”

“Narrative and analytical information does not coexist. It cannot; that’s simply impossible. The human brain is unable to be coldly analytical and warmly engaged in a narrative at the same time. This is the secret power of the intrigue frame. When your target drills down into technical material, you break that frame by telling a brief but relevant story that involves you. This is not a story that you make up on the spot; this is a personal story that you have prepared in advance and that you take to every meeting you have. Since all croc brains are pretty similar, you will not need more than one story because the intrigue it will contain will have the same impact on every audience. You need to be at the center of the story, which immediately redirects attention back to you. People will pause, look up, and listen because you are sharing something personal.”

“Only one frame will dominate after the exchange, and the other frames will be subordinate to the winner. This is what happens below the surface of every business meeting you attend, every sales call you make, and every person-to-person business communication you have.”

“Our bodies know the situations we meet in life and how we should respond.”

“Our thought process exactly matches our evolution: First, survival. Then, social relationships. Finally, problem solving.”

“Setting the frame, telling the story, revealing the intrigue, offering the prize, nailing the hookpoint,”

“The alpha enjoys most of the attention in a social interaction, even when he’s not demanding it. And when he does demand it, the alpha captures the group’s attention immediately. When he makes a statement, it’s regarded as true, and the claims go unchallenged. There’s plenty of evidence to suggest that the alpha in a group is trusted and followed without question.”

“The two parts of the attention cocktail are novelty and tension, which in a pitch work together in a feedback loop for about 20 minutes until—no matter what you do or how hard you try—they get out of balance and then stop working altogether.”

“There are limits to the human attention span, which is why a pitch must be brief, concise, and interesting,”

“They want to see someone forced into action and positively overcoming obstacles.”

“To give a dopamine kick and create desire, offer a reward. To give a norepinephrine kick and create tension, take something away.”

“When Jack Welch eventually wrote his biography, it wasn’t called Intense Analysis; it was titled, Straight from the Gut.”

“When you are reacting to the other person, that person owns the frame. When the other person is reacting to what you do and say, you own the frame.”

“When your target is trying to win your attention and respect, you are the prize.”

“You create novelty by violating the target’s expectations in a pleasing way.”

“You only have five minutes before your pitch wanders into a mental no-man’s land.”

Here is a unique look into Oren Klaff’s book, ‘Pitch Anything’ as he appears at LondonReal.

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