Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal by Oren Kiaff.

• Author: Klaff, Oren
• Position: Brief article - Book review

I put together sales and marketing programs for startups, so I picked this book up hoping to gain some insight into persuasion psychology. The author is an investment banker who raises an average of $2 million per week, and this is the system he uses to literally "pitch anything" to buyers and dealmakers.

It's all based on brain science. The author describes how to use "frame control" to create "wanting" in the buyer. A frame is basically a point of view, or the context the buyer puts around a new idea. By controlling the buyer's point of view, you create "wanting." Intrigue frames, time frames, prizing frames, expert frames and moral authority frames are stacked to create an emotional spark.

I changed the marketing program I'm working on for a company based on the principles in this book, and I've seen some pretty impressive results. For example, in one of my sales programs we now have the sales person state, "I only have X minutes for...