If you've been using my method to build your pitch, what you should have by now is:
1) a clear sense of who you must get interested and what will tickle them... or won't.
2) a hook that's exciting enough and makes a good introduction to the kind of world you want the audience to join in (a world of fear, of laughing, of big issues, of everyday issues, etc.).
Build up your body
You must now build a story that serves 4 purposes:
- to help them experience your product;
- to address the most important objections people usually have about your product;
- to share a moment of complicity with your audience, to show them that you understand what they go through or what makes them happy and that you share it with them;
- to display your vision about the kind of world you want to contribute to.
4 types of stories
Depending on the time you have and how critical it is to respond to people's concerns, you can tell different types of stories:
- a customer story: "Let's take, for instance, Mary. She's 40 y-o and needs a haircut..." The key thing, here, is to make it sound real. Not only plausible but damn real. That's why it's often recommended to tell a true story and to present it as such. Because that's how people will truly connect to it: with details of a lived experience.
- a personal story: How did you get this idea? Why did you take the risk to make it happen despite all the challenges ahead? Not all founder's stories are interesting or meaningful. But if it can help you dig deep into the heart and soul of your project, go ahead and use it.
- a visionary story: "Let's imagine a world where everyone would be rewarded on their merit, rather than on their political tactics and personal connections. Do you think it's totally impossible? Well, that's exactly the kind of world my app will contribute to." Of course, in this scenario, the product must demonstrate its capacity to change the way things are.
The devil is in the details
Telling a story is not just telling a chronological set of events. It should be lively at least, inspiring at best. That's why you should think about:
- evocative details: whenever it makes sense, depict where and when the scene took place, how the main character was like, his type of language...
- striking facts: "You know this, but did you know that...!!!"
- striking figures that people can compare with something they know: better "2 students out of 3", than "66% of students" or "1.6 million students'.
- bold assertions: "here is what I believe:..."
- meaningful examples: illustrate facts with something people personally know or that they have necessarily heard of.
I won't lie, telling a good story is hard - even with a good method. The only way to make sure, is to test it. To your grandma. After she says it was wonderful, ask her to repeat what she understood. Then go back and work on your story ;)
Next week, we'll talk about... the end. And a few other things.