download The Art of the Pitch Author Peter Coughter –

Occasionally, A Great Idea Will Sell Itself The Other % Of The Time, You Have To Find A Way To Persuade Others That It Is, In Fact, A Great Idea Most Executives Spend The Vast Majority Of Their Time Creating Their Work, And Almost No Time On The Presentation Through An Engaging And Humorous Narrative, Peter Coughter Presents The Tools He Designed To Help Advertising And Marketing Professionals Develop Persuasive Presentations That Deliver Business Readers Will Learn How To Hone Their Individual Natural Presentation Style, How To Organize A Powerful Presentation, How To Harness The Elegant Power Of Simplicity, How To Truly Connect With An Audience, How To Rehearse Effectively, And Most Importantly, How To Win

10 thoughts on “The Art of the Pitch

  1. says:

    This was a great book for anyone who needs to get better at presenting, in any industry, but especially the advertising industry I recommended it last night to a young tech CEO friend of mine The one thing is I wish it talked about leave behinds vs presentations, and presentations that go up onto the web later, like on Slideshare Peter once saw me present, and told me I had too many words on my slides, AND HE WAS TOTALLY RIGHT, but I had to put all those words on there so the deck made sense up on the internet I d love to see a companion volume just about that leave behinds and capturing your presentation for the decision makers who weren t in the room But other than that, this book is invaluable, and if you don t knock it out of the park every time, or if you re terrified of presenting, read this

  2. says:

    Every interaction is business life is a sales pitch, and the product of the sale is you You, and your ability to be trusted, and the credibility you bring to your work Quiet and reserved people often resent the need to sell themselves and think the quality of their ideas should be the measure, not how they are packaged But the reality is, in our information overloaded world, the best ideas will never be heard if they are not presented in a compelling way It s no secret that the best communicators earn the most power and influence, even if their ideas are second rate erm..Donald Trump This book breaks down the art form of pitching and in my opinion does it rather well.

  3. says:

    I had to read this for a class and the writer s arrogance was a huge turn off There were some helpful tips, but it was mostly basic information with a lot of bragging Additionally, there was a LOT of contradictions in the advice as well as occasional misogyny Would not recommend.

  4. says:

    In the high intensity world of business, it is important for firms to do whatever they can to stay ahead In order to sell a product, service, or idea, the audience must first be convinced This is exactly the topic of discussion in Peter Coughter s book, The Art of the Pitch Persuasion and Presentation Skills that Win Business Coughter begins by explaining his credibility in the book s introduction he was a part of Siddal, Matus Coughter Ad Agency, a company that started with three inexperienced men and eventually became very successful Additionally, he is currently a professor at Virginia Commonwealth University at the VCU Brandcenter graduate program Coughter s objective for this book is essentially to teach presentation skills to anyone who has an idea they want to share Throughout the entire book, a combined argument is seen to involve two broad lessons be true and be prepared Of course, in the book, these arguments are further explained Through the use of specific examples teaching the audience to be true and be prepared, Coughter is able to achieve his main goal informing others on how to successfully present and persuade in a business setting The first broad lesson that Coughter explains is to be true His specific words aren t be true, however many of his lessons fall under the realm of staying true to oneself According to Coughter, true human connection is a bond that is based upon emotion In order to create this, we must be honest, open, and sincere p 69 Therefore, a very important lesson that Coughter teaches is to be oneself and convey emotion For example, he writes that in his pitch attempt for the State of Virginia Department of Tourism account, he talked about how he felt rather than what he thought We put together a presentation that was simple, visually arresting, and overwhelmingly emotional, he said, I knew we had won And we had They hired us because of the way we felt about the Commonwealth of Virginia p 73 Because he was able to connect with his audience on an emotional level, he set himself apart from all other ad agencies Clearly, sellers want to sell to whoever can show that they deserve it the most Next, also falling under the stay true category is the idea that you should always try to be yourself As Coughter puts it, no one is as good at being you as you p 87 He tells his readers that everyone has something in them that makes them stand out amongst the crowd The important thing is to find whatever that is and use it to your advantage when speaking in a presentation To support this idea, Coughter provides an example Would we find it entertaining if every professional singer tried to sing exactly like Frank Sinatra I don t think so We like variety We like differences Some of us even like quirkiness We would grow very tired of listening to one singer after another doing Ol Blue Eyes p 86 I think that this is a very intelligent comparison People get bored with monotony, so it makes sense that people who stand out in presentations often do well The explanation for this argument is very persuasive because of how logical it is Coughter used simple common sense the fact that nobody would like every singer to be the same to support his idea Additionally, another truthfulness lesson that Coughter teaches is to stay different This plays along with the idea of being yourself while taking it a step further and calling to embrace it According to Coughter, the difference manifests itself in being perceived as smarter, creative, funnier, stronger, brighter, cooler, better than other people or organizations p 228 Essentially, if you don t embrace your differences, you will get stuck in the crowd of people who are also unwilling to maximize their full potential The evidence that Coughter uses to support this claim his own words seems truthful, however it could be effective Perhaps he could have included a quote from an outside source on how it is vital to stand out in the work force Of course, this idea is valid, however the supporting evidence is somewhat lacking This idea of differences strongly relates to the last sentence of the book, they re not afraid to stand up p 229 Coughter implements a strong persuasion tactic by ending the book this way It serves as a call to action to anyone reading While being true to one s self and values is clearly important when presenting and persuading, it is not the only thing The other important argument that Coughter makes in his book is that in order to be successful, one must be prepared The very first chapter of the book is titled Everything is a Presentation In this chapter, Coughter explains that any little insignificant chat with a boss counts as a presentation In every case, people are there to judge For this reason, one should always prepare to deal with whatever comes their way To add some credibility to his claim, Coughter includes a quote by John Adams, CEO of The Martin Agency, where he says, I think the single most important skill anyone can have at this agency is the ability to present p 13 This supporting evidence is very useful and persuasive in Coughter s favor he provided supporting insight from a respected outside source, making his claim much trustworthy Adding on to this everything is a presentation idea, Coughter also says that you never know when there is someone in the room who can really help hurt you You never know when something you have said or done in the past will come back to reward haunt you You cannot take any situation for granted You ve got to be at your very best at all times p 213 The serious tone of this explanation makes it very persuasive it gives the readers a sense of urgency Another important factor of preparedness is having an adequate presentation ready In many cases, this includes a PowerPoint While PowerPoint can serve as a very effective tool in presenting, according to Coughter, many people feel inclined to fill each slide entirely with pictures and text However, Coughter suggests that as a presenter one should decide what is truly important about the material you ve assembled and include only that p 139 To support this claim, he provides a before and after section in which good and bad PowerPoint slides are displayed However, although he is saying that one slide is better than the other, besides his own words, there really isn t a ton of backing from other sources Of course, Coughter is a reputable source himself, but in order to make his argument as effective as it can be, he should include the input of other sources on this matter To conclude, in The Art of the Pitch, Peter Coughter strives to provide information and advice for those who seek to improve their presentation and persuasion skills and clearly, that is what he does His writing teaches readers to be true to themselves when presenting, by being honest and making emotional connections Additionally, he teaches readers to always be prepared, for every moment is a potential presentation Coughter s biggest strength in this book is his background knowledge on the subject He has many years of experience with these issues and is a highly credible source of information However, his one weakness in this writing is an occasional lack of explicit evidence For example, he makes very good points, yet sometimes he lacks evidence from outside sources that could have otherwise made his work even solid I still believe that the information he gives is factual to his knowledge, but perhaps some statistics or sources could have helped overall validity In the end, I found the book very engaging and enjoyed it thoroughly Coughter is very persuasive in his writing style and definitely got his point across to me I would undoubtedly recommend this book to anyone who is interested in learning about business, as that is his target audience All in all, Peter Coughter s The Art of the Pitch is an excellent source of inside knowledge on how presentations really work and a great book for anyone who wants to improve their persuasion skills.

  5. says:

    Honestly, I found this book talking about the same concepts that have been chanted to me as I grew up.However, the reason why I found this book so interesting was the fact that it taught me these same concepts in a way that made me listen The book was repetitive, but I was engulfed by the way the author wrote his opinion and by his real world examples It accomplished something I didn t realize until I got to the end The book was able to pitch me the same concept, in its own way It was different, refreshing and I loved it I learned that sometimes, Its not the content but the person that makes it interesting This is something I was taught for years, but this book is the proof that showed me without actually saying it.

  6. says:

    The Art of the Pitch was a delight to read It makes a very clear, precise point, with some fantastic real life examples My opinion is of course biased, as I am naturally drawn to the world of advertising.It sometimes makes the point in a repetitive fashion, but this is partly attributed to the fact that the art of the pitch is something that needs to be practiced See this merely as a tool to perfect the art, rather than expecting to be great at advertising by reading this book alone.My favorite parts were the accounts of the Mercedes Benz pitch, and the Sega pitch I would recommend this book to any advertising enthusiasts.

  7. says:

    Great book, really interesting insights I did find it repetitive, to the point where I felt like I had previously read entire sentences But aside from that, it offered some good advice which really applies to advertising and presenting in general.

  8. says:

    The book The Art of the Pitch Persuasion and Presentation Skills that Win Business written by Peter Coughter was a book written from a marketing executive perspective focusing on its main point that a good product is not enough to win Once reading the book, it is clear Coughter s audience are presenters While the book offers advice for marketing in general, the tips he provides are aimed at the presentation side of marketing so than the analytical and statistical side The biggest take away from the book, for me, was that your presentation isn t even a presentation it s a conversation I found this interesting because for most of my life, I had been taught to keep things professional and to put your best foot forward And while it is certainly true that you need to be at the top of your game, Coughter stresses how important it is to be yourself and not to be afraid to get a little personal To be able to present in a fashion that is smooth and casual, it is crucial to truly know and understand what you are presenting Though it can be intimidating, the surest defense against nerves is this know your stuff Coughter 90 Memorizing facts about what you are selling and actually knowing the product service and being able to answer questions and bail out teammates is crucial to a presentation Not only should you know about the product service you are pitching, you should know who your audience Know than the menial things about who they are, know enough so that you can connect with them on a personal and emotional level A product can be amazing, but if the pitch is boring, strictly fact based, and unemotional the product may not necessarily sell Drawing from the idea that this is a conversation where the presenter is doing most of the talking, what makes a conversation interesting Personal stories, making it clear that you understand your audience, and authenticity No one wants to be in a long, boring conversation with information that goes in one ear and out the other the same goes for the presentation Although not necessarily a formal presentation, I often find the manager at my job employing these same tactics to sell his food He not only makes sure that the customers are happy with their food, he makes a personal connection with them I have noticed he will pull up a chair or kneel next to them so that he is on the same level as them to make the conversation even personal By doing this and creating a bond with his customers, he is able to get them to try new food, buy , keep them coming back etc I liked how Coughter not only offered tips for how to liven up presentations and make it easier for presenters to sell their project, he gave real world examples For instance, he wrote in stories from presentations of a Mercedes Benz pitch Including stories from ad executives who explained why their presentations worked and didn t work put context to the information Coughter was giving to us Coughter included tips that seem obvious like always rehearse, be on time, be on the same page as your teammates, etc but overall, the book did a fantastic job in teaching not only marketing executives how to give a presentation, but anyone who needs to learn how to give a better presentation As for downfalls, the book can be repetitive as it based around the notion that it all leads back to a conversation and characteristics of a conversation should be seen in your presentation However, the repetition makes sense and I would argue, necessary, to get the point across I attended a series of lectures by Sean O Grady about how to communicate better with an audience and I found that a lot of what he told us was synonymous with what Coughter wrote Both gave advice and explained the logic behind why their tips worked I never once questioned the validity of what either of them was saying because they made it clear what their advice was and why they were giving it Overall, I would definitely rate this book a five out of five Coughter is able to inform the reader on how to give a better presentation while keeping the reader intrigued side note imagine that A book about how to keep presentations interesting ACTUALLY being interesting It was a quick, enjoyable read that provided a lot of helpful tips that can be applied not just in marketing I would recommend this book to anyone looking to improve their presentation skills.

  9. says:

    Not very impressed with the book The book is written in a colloquial manner and is full of fillers First of all presentation skills are not easily attainable through a list of pointers You don t read a book on presentation to improve your presentation skills It takes years of practice to find your own style of presentation There are many anecdotes in the book but they are in italics WHY You make the text harder to read Many pointers mentioned in the book are generic I strongly suspect the usefulness of this book I wouldn t even read the book if it weren t a free book.

  10. says:

    Smart stories and approaches from one of the best new business leaders in advertising A must read if you are in pitches.