{"id":41316,"date":"2021-07-08T18:50:00","date_gmt":"2021-07-08T22:50:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=41316"},"modified":"2021-07-20T13:37:04","modified_gmt":"2021-07-20T17:37:04","slug":"pitch-anything-oren-klaff","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/pitch-anything-oren-klaff\/","title":{"rendered":"Pitch Anything by Oren Klaff: Book Overview"},"content":{"rendered":"\n<p>What is Oren Klaff&#8217;s <em>Pitch Anything<\/em> about? How do you pitch an idea or a proposition in a way that compels your target to actually consider it?<\/p>\n\n\n\n<p>In his book <em>Pitch Anything<\/em>, Oren Klaff teaches you the key principles and strategies of effective sales pitching. The main premise is that the success of your pitch depends on your ability to appeal to your target&#8217;s primitive and emotion-driven &#8220;croc brain.&#8221;<\/p>\n\n\n\n<p>Here is a brief overview of <em>Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal.<\/em><\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><em>Pitch Anything:<\/em> Book Overview<\/h2>\n\n\n\n<p>Too often, when we pitch an idea, product, or project, <strong>we pitch it incorrectly.<\/strong> We use too much detail and analysis as we try to make our target\u2019s neocortex (the analytical part of the human brain) fall in love with our concept.<\/p>\n\n\n\n<p>Unfortunately, it\u2019s the \u201ccroc brain,\u201d not the neocortex, that does the falling in love. The <a href=\"https:\/\/www.shortform.com\/blog\/croc-brain\/\">croc brain<\/a> is the more primitive part of the brain, highly attuned to recognizing danger and driven by emotions and \u201cgut\u201d responses.&nbsp;<\/p>\n\n\n\n<p>When a person encounters new information\u2014including your pitch\u2014she listens to it first with her croc brain, not her neocortex. If her croc <a href=\"https:\/\/www.shortform.com\/blog\/mental-filtering\/\">brain filters<\/a> it out, your message is ignored. <strong>The key to making a successful pitch is to figure out what the croc brain wants to hear.&nbsp;<\/strong><\/p>\n\n\n\n<p>In his book <em>Pitch Anything<\/em>, Oren Klaff teaches you how to appeal to your target\u2019s croc brain by understanding what makes it tick and working with its primitive instincts. <strong>The process starts by establishing your agenda and your perspective as dominant over your target\u2019s, through what we\u2019ll call \u201cframe control.\u201d<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Frame Control Is the Key to a Successful Pitch<\/strong><\/h3>\n\n\n\n<p><strong>A person approaches every interaction, social or business, with a particular \u201cframe.\u201d <\/strong>A frame is how a person views the world, and how she expects the world to view her.&nbsp;<\/p>\n\n\n\n<p>When two frames meet, they compete for dominance. The winning frame controls the tone and agenda of the meeting, and the losing frame is stuck in a reactive position, responding to the dictates of the person in control. <strong>The key to a successful pitch is establishing your frame as the dominant one.<\/strong><\/p>\n\n\n\n<p>There are three common frames you will encounter as you move through the business world, and each has its own set of techniques to counter it. These are:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>The \u201cpower frame\u201d<\/li><li>The \u201canalyst frame\u201d<\/li><li>The \u201ctime frame\u201d<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>The Power Frame<\/strong><\/h4>\n\n\n\n<p>A person using a \u201cpower frame\u201d is accustomed to being in control of the room. She is often arrogant, controlling, and dismissive. You can counter a power frame, and transfer her power to you, with <strong>a \u201cpower frame disrupter\u201d: a small act of defiance or a denial that lets your target know you are not playing by her rules.<\/strong><\/p>\n\n\n\n<p>Find an opportunity to deny your target of something or to defy her in some small way. For example, if you\u2019ve brought visuals, and you catch her sneaking a peek, take them away and say playfully, \u201cNot until I say so.\u201d<\/p>\n\n\n\n<p>A power frame disrupter tells her croc brain that <em>you<\/em> are in charge, not she. The key to doing this successfully is to use humor. If you don\u2019t, your defiance comes across as arrogant and will put her off.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>The Analyst Frame<\/strong><\/h4>\n\n\n\n<p>A person with an \u201canalyst frame\u201d views the world through cold cognitions: problem solving, rational thinking, analysis. <strong>However, you need your target to see your pitch with <\/strong><strong><em>hot<\/em><\/strong><strong> cognitions\u2014desire, excitement, emotion\u2014to excite her croc brain.<\/strong><\/p>\n\n\n\n<p>An analyst frame can kill your pitch by getting mired in details, derailing its momentum, and freezing excitement for it. You want to keep her focus on the bigger picture, which will emotionally connect your target to your concept. To do this:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Separate your pitch\u2019s numbers and technical details from the rest of your materials.&nbsp;<\/li><li>Answer questions about specific financials competently but briefly, and pivot back to the larger vision.<\/li><\/ul>\n\n\n\n<h5 class=\"wp-block-heading\">The Intrigue Frame<\/h5>\n\n\n\n<p>Sometimes, your meeting still gets lost in analysis mode, despite your efforts. You can direct your target back into her croc brain by <strong>grabbing her attention with a suspense-filled story.<\/strong> Our brains can\u2019t function in analysis mode and narrative mode at the same time, so hijacking her croc brain with a story overrides her neocortex. Go to each meeting ready with a personal story to pull out if your meeting gets stuck in analysis.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>It should be brief and related to your pitch.<\/li><li>You must be the protagonist.<\/li><li>It must have tension and serious consequences.<\/li><li>It should demonstrate your skills in action and have a human element. People naturally gravitate to and understand stories about humans better than they do about numbers.<\/li><\/ul>\n\n\n\n<p>For example, your intrigue story may sound something like this: \u201cI was working on a $15 million deal where it was my job to come up with $8 million of it. At the last minute, one of my investors disappeared, and the bank wouldn\u2019t wire her money, putting the whole $15 million in jeopardy. I couldn\u2019t find her anywhere but I managed to track down her husband. I explained the situation and asked him for a signature\u2014as her husband, his would do\u2014but he told me he\u2019d separated from his wife six years ago and would rather cut off his finger than help her out. As soon as I heard that, I jumped on a plane and headed to his town.\u201d<\/p>\n\n\n\n<p><strong>The most important element to using an intrigue frame is to leave your story unresolved.<\/strong> Stop at a tension-filled spot. Redirect your audience back to your pitch, and finish your story later in your presentation. Leaving your target in suspense keeps her attention sharp and tells her croc brain that you are in control.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>The Time Frame<\/strong><\/h4>\n\n\n\n<p>The \u201ctime frame\u201d is a time constraint thrown at you by your target. It is a way for her to assert her dominance by setting the rules and forcing you to work within her restrictions. <strong>Our croc brains are highly attuned to rule-setting: The person who sets the rules is the one in control.<\/strong><\/p>\n\n\n\n<p>Don\u2019t confirm your target\u2019s dominance by acquiescing to her time constraints. When faced with a time frame, counter with a time-frame disrupter. For example, your target may tell you that she only has 15 minutes to meet with you. <strong>Counter with an even tighter time frame:<\/strong> Tell her you only have 14 minutes. Be lighthearted about it. But mean it.<\/p>\n\n\n\n<p>Alternatively, you can <strong>refuse her time constraint<\/strong> and offer to reschedule. This tells her croc brain that you value your time, and by implication, so should she. Refusing to accept overly-tight restrictions raises your value in your target\u2019s eyes, and is part of a technique called \u201cprizing.\u201d<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>The Prize Frame<\/strong><\/h4>\n\n\n\n<p>A prize frame is a frame you can adopt at any time to counter any oppositional frame you run into. This technique positions you as a reward to be pursued, thereby activating your target\u2019s desire instincts in her croc brain.&nbsp;<\/p>\n\n\n\n<p><strong>In a prize frame, you make your target feel as if she is trying to win <\/strong><strong><em>you<\/em><\/strong><strong> over, rather than the reverse.&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Don\u2019t act overly grateful to be meeting with your target.<\/li><li>Never appear needy, of either her business or her social approval.&nbsp;<\/li><li>Be willing to walk out of the meeting if your standards are not met.<\/li><li>Make your target justify herself to you: Ask her to explain her track record, or ask her why you should consider partnering with her.<\/li><\/ul>\n\n\n\n<p>The key, as always, is to use humor when prizing yourself. Be lighthearted, not arrogant.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Projecting Status Is Crucial<\/strong><\/h3>\n\n\n\n<p>When you are in a position of higher status, you command attention effortlessly and more easily get your pitch heard. You find it easier to persuade others and drive them to a \u201cyes.\u201d<strong> <\/strong>From a lower status position, your pitch is far more likely to be ignored.<\/p>\n\n\n\n<p>Your status is how others measure your worth in terms of wealth, power, and popularity. You can\u2019t do anything to change your <em>global status<\/em> (your status as determined by your professional position, your wealth, and your reputation), but you can attain <em>situational status<\/em> for the duration of your meeting by understanding and managing how our croc brains perceive and establish status. <strong>This starts by recognizing and avoiding \u201cbeta traps,\u201d and continues by grabbing \u201clocal star power\u201d to propel you to a dominant position.<\/strong><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Beta Traps<\/strong><\/h4>\n\n\n\n<p>Your target\u2019s higher status is reinforced with \u201cbeta traps\u201d: <strong>business procedures and social rituals that confirm her status as alpha and yours as beta.<\/strong><\/p>\n\n\n\n<p>Beta traps are small ways that your target sets the rules. Remember, our croc brains recognize that the one who sets the rules is the one in command. When we enter a lobby and are told to sign here, sit there, and wear this badge, our croc brains get the message: We are <em>following<\/em> the rules, not making them.<\/p>\n\n\n\n<p>Beta traps make us feel like outsiders and needy for social approval. When we are asked to wait in the conference room, for example, while our audience trickles in chatting and <a href=\"https:\/\/www.shortform.com\/blog\/advantages-of-laughing\/\">laughing<\/a>, we feel excluded from the group and expected to seek approval through small talk. It triggers our croc brain\u2019s fear of isolation, making us feel inferior and anxious.&nbsp;<\/p>\n\n\n\n<p>Be aware of the beta traps you encounter, and avoid whichever you can. Follow the guidelines of the business you are visiting, of course, and don\u2019t come across as unprofessional, but look for small ways to defy them. For example, instead of sitting in the lobby where they direct you to, stand, leaning against a wall. <strong>Above all, don\u2019t engage in small talk.<\/strong><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Capturing Situational Status<\/strong><\/h4>\n\n\n\n<p><strong>To capture the higher status position at your meeting, you will need to seize \u201clocal star power.\u201d <\/strong>You can do this by following a series of steps that positions you as the dominant player.<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>Become the star<\/strong> of the show (your pitch meeting) by being more knowledgeable, competent, and skillful than the others in the room in some specific area.&nbsp;<\/li><li><strong>Maintain your status<\/strong> by keeping the conversation in the areas of your expertise. Ignore all irrelevant conversational threads that arise.&nbsp;<\/li><li><strong>Solidify your status<\/strong> by redistributing some of your power to others in the room. Get one of them to agree with you on something, thereby recruiting them to support your position as alpha.<\/li><li><strong>Make your target confirm your status<\/strong> by making a statement qualifying herself. Ask her to convince you of why she should partner with you, or ask her to explain a recent deal\u2014make her feel <em>she<\/em> is chasing <em>you<\/em>.<\/li><\/ol>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Understanding Attention<\/strong><\/h3>\n\n\n\n<p>To effectively command your target\u2019s attention\u2014not just spark her interest, but hold it\u2014you must understand the factors that control attention.<\/p>\n\n\n\n<p><strong>A person is paying full and close attention only when she feels both desire and tension. <\/strong>Desire is your croc brain telling you that this thing in front of you will improve your life or your chances for survival. Tension adds consequences, making it feel important.&nbsp;<\/p>\n\n\n\n<p>Create desire by positioning your idea as something new and interesting. Then create tension with a series of \u201ctension loops\u201d\u2014\u201cpushes\u201d and \u201cpulls\u201d designed to make your target feel you are rejecting her and then accepting her again.&nbsp;<\/p>\n\n\n\n<p>For example, say, \u201cWe might not in fact be right for one another,\u201d and then pivot to, \u201cBut then again, if we could find a way to work together, we\u2019d accomplish a lot as partners.\u201d She\u2019ll feel tension from this exchange and will keep her attention focused on you.&nbsp;<\/p>\n\n\n\n<p><strong>Finally, no matter how terrific your pitch, wrap it up after 20 minutes. <\/strong>After 20 minutes, your target\u2019s mind will begin to drift and she\u2019ll start to forget what you\u2019ve told her.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Making the Pitch<\/strong><\/h3>\n\n\n\n<p>Now that you understand the basics of <a href=\"https:\/\/www.shortform.com\/blog\/good-sales-pitch\/\">frame control<\/a>, status, and attention, you can focus on the specifics of your pitch.&nbsp;<\/p>\n\n\n\n<p>Your pitch will have four parts:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Introducing your pitch, yourself, and your idea (5 min)<\/li><li>Discussing the numbers, the competition, and the secret sauce (10 min)<\/li><li>Offering the deal (2 min)<\/li><li>Creating hot cognitions by stacking frames (3 min).<\/li><\/ol>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>1. Introducing Your Pitch, Yourself, and Your Idea<\/strong><\/h4>\n\n\n\n<p><strong>Introduce your pitch<\/strong> by assuring your target that it will be brief (20 minutes). This will put her at ease, knowing what to expect and knowing she won\u2019t be asked to sit for an hour.&nbsp;<\/p>\n\n\n\n<p><strong>Introduce yourself<\/strong> with a brief overview of your past successes. Mention one or two prime accomplishments only.<\/p>\n\n\n\n<p><strong>Introduce your idea<\/strong> using a \u201cWhy now?\u201d frame. A \u201cwhy now\u201d frame appeals to your target\u2019s croc brain by making your idea seem novel and timely, activating its \u201cfear of missing out\u201d instinct. With a \u201cwhy now\u201d frame, you\u2019ll position your idea or product against three market forces:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>Economic forces<\/strong>: Has anything changed financially in your market or the larger world that positively affects your idea?&nbsp;<\/li><\/ol>\n\n\n\n<ul class=\"wp-block-list\"><li>Changes in interest rates, inflation, and the value of the dollar are strong examples of forces that can open up business opportunities.&nbsp;<\/li><\/ul>\n\n\n\n<ol class=\"wp-block-list\" start=\"2\"><li><strong>Social forces<\/strong>: Have peoples\u2019 behavioral habits changed in ways that will support your idea?&nbsp;<\/li><\/ol>\n\n\n\n<ul class=\"wp-block-list\"><li>Newsworthy topics like concern for environmental issues are often a strong influence.<\/li><\/ul>\n\n\n\n<ol class=\"wp-block-list\" start=\"3\"><li><strong>Technological forces<\/strong>: What changes in technology are driving your industry or making your idea possible?&nbsp;<\/li><\/ol>\n\n\n\n<ul class=\"wp-block-list\"><li>Such changes can flatten existing business models and create new ones. Showing that you are ahead of the curve here can create excitement.<\/li><\/ul>\n\n\n\n<p><strong>Then, outline your idea<\/strong> with a quick, top-level overview highlighting key elements.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u201cFor [target customers]<\/li><li>Who are unsatisfied with [current market options]<\/li><li>My idea\/product\/project is a [new idea\/product\/project category]<\/li><li>That provides [key benefit]<\/li><li>Unlike [competing idea\/product\/project]<\/li><li>My idea\/product\/project [has these key features].\u201d<\/li><\/ul>\n\n\n\n<p>For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For companies maintaining server rooms on the west coast<\/li><li>Who are dissatisfied with their inefficient air-conditioning systems<\/li><li>My product is a wall-mounted panel<\/li><li>That provides equal cooling power with 25 percent more efficiency.<\/li><li>Unlike portable air conditioning units,<\/li><li>My product uses minimal electricity and has no moving parts, ensuring easy maintenance.<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>2. Discussing the Numbers, the Competition, and the Secret Sauce<\/strong><\/h4>\n\n\n\n<p>This part of the pitch is most susceptible to the trap of analysis, cold cognitions, and boredom. Of course, these specifics can\u2019t be glossed over if your message is to be credible, but the key here is momentum. <strong>Be brief, competent, and efficient.&nbsp;<\/strong><\/p>\n\n\n\n<h5 class=\"wp-block-heading\">The Numbers&nbsp;<\/h5>\n\n\n\n<p>Start with the budget. The budget is often the most difficult piece to put together and present, so if you nail it, you\u2019ll set yourself apart. Spend relatively little time on your projections: these are numbers that are easier to put together and are taken less seriously anyway, as any potential investor will expect you to paint an overly-rosy picture.&nbsp;<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">The Competition<\/h5>\n\n\n\n<p>When discussing your current or potential competition, focus on answering these two questions:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>How easy would it be for competitors to enter the market?<\/li><li>How easy is it for customers to switch from your product to your competitors\u2019?<\/li><\/ul>\n\n\n\n<h5 class=\"wp-block-heading\">The Secret Sauce<\/h5>\n\n\n\n<p>The secret sauce is the one thing that will give you staying power against your competition: <strong>the \u201cunfair advantage\u201d you have over others, and what your competitive edge is based on.<\/strong><\/p>\n\n\n\n<p>Resist the urge to dwell on this. Say it with confidence and move on, keeping in mind your target\u2019s <a href=\"https:\/\/www.shortform.com\/blog\/having-a-short-attention-span\/\">short attention span<\/a>.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>3. Offering the Deal<\/strong><\/h4>\n\n\n\n<p><strong>Describe to your target what benefits she can expect when she does business with you. <\/strong>Tell her what you will deliver, when, and how. Explain any roles and responsibilities she will take on.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>4. Creating Hot Cognitions by Stacking Frames<\/strong><\/h4>\n\n\n\n<p>To finish strong, and leave your target emotionally connected to your pitch,<strong> wrap up your presentation by running through the following four frames in quick succession. <\/strong>This is called \u201cframe stacking.\u201d<\/p>\n\n\n\n<p>Earlier, we discussed how you can use these frames during your pitch as a response to various oppositional frames from your target. At this point in your pitch, you will proactively adopt these frames in order to drive the presentation.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Frame 1: Intrigue<\/li><li>Frame 2: Prize<\/li><li>Frame 3: Time&nbsp;<\/li><li>Frame 4: <a href=\"https:\/\/www.shortform.com\/blog\/moral-authority\/\">Moral Authority<\/a><\/li><\/ul>\n\n\n\n<h5 class=\"wp-block-heading\">Frame 1: Intrigue<\/h5>\n\n\n\n<p>Start your frame-stacking by grabbing your target\u2019s attention with an intrigue frame. You can tell a quick, short story, as discussed earlier, or you can <strong>dangle something irresistible in front of them: something they\u2019ll want but cannot have right now. <\/strong>For example, maybe you have an eccentric and interesting partner who\u2019ll be brought in once the deal is finalized, or some other perk of the deal that will materialize later.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Frame 2: Prize<\/h5>\n\n\n\n<p>As discussed earlier, the prize frame positions you as the reward in your deal, instead of the other party. As you wrap up your pitch, hit this theme again, leaving your target with a lasting impression of you as the prize.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Paint yourself as a hot commodity, in demand in the market.<\/strong> \u201cI\u2019ve got three other firms begging me for this deal, but if you work hard and play your cards right, you can earn your way in.\u201d<\/li><li><strong>Make it clear you\u2019re choosy about who you work with. <\/strong>Hint that you want to work with her, but need to know more before making a decision. Ask her for some materials to prove herself, or ask her what previous business partners have said about her.&nbsp;<\/li><\/ul>\n\n\n\n<h5 class=\"wp-block-heading\">Frame 3: Time&nbsp;<\/h5>\n\n\n\n<p><strong>Proactively impose your own time constraint, increasing tension and adding stakes to your pitch. <\/strong>Our croc brains have a built-in scarcity bias and a fear of missing out on opportunities.&nbsp;<\/p>\n\n\n\n<p>For example, you might say: \u201cFolks, I\u2019d love to give you a month to think about it, but the market\u2019s not going to let me do that. If you don\u2019t want the deal, don\u2019t do it, naturally. There\u2019s no pressure. But we\u2019re going to need to know by the 15th whether you\u2019re in or out.\u201d<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Frame 4: Moral Authority<\/h5>\n\n\n\n<p><strong>The moral authority frame is one in which you claim the higher ground for reasons of professionalism, ethics, and fairness.<\/strong><\/p>\n\n\n\n<p>Our croc brains instinctively recognize a moral code that sets us apart from the animal world. Reminding your target of this code positions you as an enforcer of rules, and we know that her croc brain recognizes that those who set the rules are in control.&nbsp;<\/p>\n\n\n\n<p>Painting yourself as the enforcer of moral code also plays on her croc brain\u2019s sensitivity to peer pressure and its craving for acceptance. By invoking the rules of \u201cthe group,\u201d you implicitly threaten her exclusion from it, and <a href=\"https:\/\/www.shortform.com\/blog\/career-progression-plan\/\">position yourself<\/a> as a leader of it.<\/p>\n\n\n\n<p>Highlight your impeccable professionalism as a person who holds their business partners to the highest standards: \u201cWe care very much about our reputation, as well as the reputation of our partners. We don\u2019t play games, and we do things right. We give you a fair price, and expect a clean deal. Are you able to play by these rules?\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Putting It All Together<\/strong><\/h3>\n\n\n\n<p>There are three principle insights into how you can win over your target\u2019s croc brain.<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>Package your ideas correctly.<\/strong> Speak about them in ways that generate hot cognitions and avoid cold analysis. Create desire, with a sprinkle of tension.<\/li><li><strong>Be alert for oppositional power frames. <\/strong>Win the resulting frame collisions.&nbsp;<\/li><li><strong>Use humor, and have fun.<\/strong> Even while under the surface you are fiercely fighting for dominance, you must do it all lightheartedly.&nbsp;<\/li><\/ol>\n","protected":false},"excerpt":{"rendered":"<p>What is Oren Klaff&#8217;s Pitch Anything about? How do you pitch an idea or a proposition in a way that compels your target to actually consider it? In his book Pitch Anything, Oren Klaff teaches you the key principles and strategies of effective sales pitching. The main premise is that the success of your pitch depends on your ability to appeal to your target&#8217;s primitive and emotion-driven &#8220;croc brain.&#8221; Here is a brief overview of Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal.<\/p>\n","protected":false},"author":7,"featured_media":11943,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[40,104,103],"tags":[412],"class_list":["post-41316","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-books","category-marketing","category-sales","tag-pitch-anything","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pitch Anything by Oren Klaff: Book Overview - Shortform Books<\/title>\n<meta name=\"description\" content=\"In his book Pitch Anything, Oren Klaff teaches you the key principles and strategies of effective sales pitching. Here is a brief overview.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/pitch-anything-oren-klaff\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pitch Anything by Oren Klaff: Book Overview\" \/>\n<meta property=\"og:description\" content=\"In his book Pitch Anything, Oren Klaff teaches you the key principles and strategies of effective sales pitching. Here is a brief overview.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/pitch-anything-oren-klaff\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-08T22:50:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-07-20T17:37:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2020\/07\/who-is-rich-dad-rich-dad-poor-dad-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1920\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Darya Sinusoid\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Darya Sinusoid\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"14 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/pitch-anything-oren-klaff\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/pitch-anything-oren-klaff\/\"},\"author\":{\"name\":\"Darya Sinusoid\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/0421cce75bc249b11e2517b3a91f9c46\"},\"headline\":\"Pitch Anything by Oren Klaff: Book Overview\",\"datePublished\":\"2021-07-08T22:50:00+00:00\",\"dateModified\":\"2021-07-20T17:37:04+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/pitch-anything-oren-klaff\/\"},\"wordCount\":3262,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/pitch-anything-oren-klaff\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/07\/who-is-rich-dad-rich-dad-poor-dad-scaled.jpg\",\"keywords\":[\"Pitch Anything\"],\"articleSection\":[\"Books\",\"Marketing\",\"Sales\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/pitch-anything-oren-klaff\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/pitch-anything-oren-klaff\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/pitch-anything-oren-klaff\/\",\"name\":\"Pitch Anything by Oren Klaff: Book Overview - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/pitch-anything-oren-klaff\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/pitch-anything-oren-klaff\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/07\/who-is-rich-dad-rich-dad-poor-dad-scaled.jpg\",\"datePublished\":\"2021-07-08T22:50:00+00:00\",\"dateModified\":\"2021-07-20T17:37:04+00:00\",\"description\":\"In his book Pitch Anything, Oren Klaff teaches you the key principles and strategies of effective sales pitching. 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