I try to read 2-3 books a week if I can. I don’t always reach this goal, but it is one I try to reach as consistently as possible because the only way to get better at life is to continue to pick up new information. This book was recommended by a friend, and consequently, someone whom is also somewhat of a mentor. Because of his recommendation, I grabbed a copy of it within a few minutes and immediately started into it as I had just finished another book on Sunday.
This book was an easy 2 day read. I do not recall how many hours it took to read it in its entirety, but I would guess somewhere in the 4-6 hour range. Oren Klaff, the book’s author, is a successful “Pitch Man” and has broken down the sales pitch to an almost scientific method of what he calls “framing”, which is basically utilization of certain mindsets to use throughout a pitch cycle to appeal to people’s basal animal instincts. He calls this the “croc” (crocodile) mindset, but ultimately, you break down your pitch to appeal to them at an emotional level. Now, there is nothing really new about this approach. We have all heard the saying “facts tell and stories sell”, and this is really close to the same thing since stories have a tendency to drop the upper-level brain functions and break people out of an analytical mindest, but what Oren does is further that science and show how you can easily move in and out of these “frames” to make sure you appeal to the right mindest at the right time, as well as breaking people out of their alpha zone and taking command of the room in a way which grabs peoples’ attention without getting escorted out of the building.
I won’t go into much more detail on this, but recommend that you go grab a copy of the book for yourself. You can grab it on Amazon for about $10 at the time of this writing, and even sign up for a free subscription to Audible and get it as one of your 2 free choices.
Why are you still reading? Go get the book.