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Perfect Pitch: The Art of Selling Ideas and Winning New Business (Adweek Books) [Hardcover]

Jon Steel
4.9 out of 5 stars  See all reviews (16 customer reviews)
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Book Description

8 Dec 2006 Adweek Books
A professional “pitching coach” for one of the world’s largest marketing conglomerates, Jon Steel shares his secrets and explains how you can create presentations and pitches that win hearts, minds, and new business. He identifies the dos and don’ts and uses real–world examples to prove his points. If you make pitches for new business, this is the perfect book for you.

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Perfect Pitch: The Art of Selling Ideas and Winning New Business (Adweek Books) + Truth, Lies, and Advertising: The Art of Account Planning (Adweek Magazine Series) + A Master Class in Brand Planning: The Timeless Works of Stephen King
Price For All Three: 58.91

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Product details

  • Hardcover: 288 pages
  • Publisher: John Wiley & Sons (8 Dec 2006)
  • Language: English
  • ISBN-10: 0471789763
  • ISBN-13: 978-0471789765
  • Product Dimensions: 23.4 x 16.1 x 2.6 cm
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (16 customer reviews)
  • Amazon Bestsellers Rank: 85,453 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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"...pitching is a necessary evil, and here Steel dispenses his wisdom on how to come through the other side" (The Drum, October 17th 2008)

From the Inside Flap

"What is the most moving, compelling, and ultimately persuasive argument you ever heard? I′ll bet that very few people think of an argument they heard in a conference room presentation." During his phenomenal twenty–year career in advertising, Jon Steel has won more than ninety percent of the new business he has pitched, winning multi–million dollar contracts from clients like Nike, Sony, Pepsi, Porsche, and Hewlett–Packard. Now this professional "pitching coach" for one of the world′s largest marketing communication conglomerates shares his secrets. Steel explains how you really create presentations that win hearts, minds, and new business. He also draws on intriguing presentation examples from the real world—including the O. J. Simpson trial, Bill Clinton′s presidential debates, the speeches of Sir Winston Churchill and Dr. Martin Luther King Jr., and even his own marriage proposal to his wife. Steel identifies the "presentation crimes" committed every day across the business world and the pillars on which all successful presentations are built. He discusses audience psychology, the importance of listening, and how to use real–world examples to make points more powerfully. Perfect Pitch covers every aspect of the pitch process, from assembling a presentation team to rehearsals and the preparation of compelling leave–behind documents. A must–read for advertising and sales professionals, this book is a should–read for anyone who makes pitches of any sort—from sales professionals to Realtors who list and sell houses to business executives who want to seal deals. The book ends with an inside look at London′s successful dark horse bid for the 2012 Olympics—a perfect pitch.

Inside This Book (Learn More)
First Sentence
Back in the mid-1990s, when I was with Goodby, Silverstein & Partners in San Francisco, our co-founder Jeff Goodby rose one day in our conference room and started a new business presentation with a story. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

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Most Helpful Customer Reviews
6 of 6 people found the following review helpful
5.0 out of 5 stars Inspiring and practical 11 May 2008
Format:Hardcover|Verified Purchase
Death by PowerPoint is one of the widespread malign results of the wired world we now inhabit. Jon Steel's mission in writing this book is simple: to save the world from dreadful presentations (actually, he uses another word, but it's a bit ripe for Amazon). With an extraordinary breadth of both positive and negative examples, ranging from prostitute cards in London phone booths to what Winston Churchill's famous 'fight them on the beaches' speech would have been like if he'd done it on PowerPoint, Steel demolishes all the worst of pitches both great and small, and uncovers the basis of world-class presentations.

This book is primarily written for the inspirational end of top advertising pitches, but Steel takes care to apply it right down to the transient business presentations that most of us are familiar with. As well as giving all the background thinking, Steel takes us right through a presentation development process, concluding with the London 2012 Olympic bid -- arguably the most famous and influential presentation of the last ten years.

I bought this book to improve my creative marketing pitches. Having read it, I will use it to transform every presentation I make for the rest of my life.

Not bad value for 12.99.
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3 of 3 people found the following review helpful
Format:Hardcover|Verified Purchase
This is a very good book. As relevant today as it was when it first came out five years ago. In fact, having read it, I'm actually gutted I didn't buy it when it was first released. In my opinion, it's a book that's going to be relevant for a long time. If I could only get one point across in this review, it's that everyone should read it; because despite its title, this book isn't just about pitching for new business. It's about pitching anything - a new idea to your manager; yourself at an interview; a presentation at a conference. Whatever industry you're in, whatever size company you work for (and whatever role you have), or if you're self-employed, there is something in this book for you.

Broadly, it covers:

*Why presentations fail
*Why to focus on just one point
*How to be more creative and more productive
*Psychology (but in an easy/non-academic way)
*How to avoid ruining a great idea (and examples of how great ideas have been ruined in presentations).
*Teamwork and responsibility
*How to leave your audience wanting more
*The perfect pitch - an analysis of the London 2012 Olympic bid

The author writes with a refreshing style - almost as if you're having a chat with him in the pub. There is no jargon or convoluted sentences (a hallmark of similar books) - this is as straight-forward as a book can get. Many authors of this genre over-complicate the topic they discuss and their books tend to be padded with unnecessary waffle and end up reading like an academic paper. Rest assured, this book is not like that. In fact, it's nice to see someone actively having a pop at the corporate buzzword bingo that seems to inflict our workplaces and who can cover the psychology aspect of pitching in plain English.
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1 of 1 people found the following review helpful
4.0 out of 5 stars Not for everyone, but... 7 Sep 2013
Format:Hardcover|Verified Purchase
I bought this book because I saw it recommended by Steve Harrison in How to Do Better Creative Work. Steve's recommendation carries a lot of weight to me. It also helped that I already knew Jon Steel's Truth, Lies and Advertising, and learned a lot from it.

I must say the book doesn't keep all of its promises. It is presented as a guide for preparing any kind of business pitch. I don't think reading it will be harmful if you typically pitch, say, small construction contracts with local companies, but I doubt it will be immensely useful in that case. If, however, you work in advertising, as I do, you should definitely buy it.

As one of the book's main strengths is the author's skill in illustrating his points with great stories, most of them coming from his experience in some of the best ad agencies in the world, reading them is totally worthwhile if you belong to the same universe. The very process of planning and creating the campaigns is described here with much more depth than it would be necessary if the real subject was "the perfect pitch" in general - for any business, not only advertising.

Also, it may be frustrating for the average reader that all the examples suppose a wealth of resources in preparing the pitch that most individuals or companies can't even dream of. Having your whole company working on a pitch for months, shooting lots of videos or creating a hollywood-style setting in a hotel room is something you can afford if you are aiming for an automaker's global advertising, but not in many other cases.

That said, I'm not complaining. This is a great book and I recommend it. I just think it won't be as interesting for people outside advertising as it is for me.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Simply the Best 30 Oct 2012
By J. Faiz
Format:Hardcover|Verified Purchase
I am a conceptual designer with over 15 years in the Design industry. Pitching for new business is a big part of what I do and I take great pride in my work. This book totally showed me the things I was doing right and how to improve even further and tips that I should take into consideration that I had no idea of and even found information on advance researching which I did not expect to find here. I simply have no words and as designer this is a must have book for me in my collection and hope to read it again a few more times as soon as I get a chance.
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Most Recent Customer Reviews
5.0 out of 5 stars Ended up buying two!
I bought this for a gift for my partner not knowing he had just ordered it himself. Anyway, he loved it so much that he didn't want to pass it on to our daughter as he would have... Read more
Published on 4 April 2012 by I love amazon
5.0 out of 5 stars Essential Read
Written by a man who doesn't like business books this is a brilliant guide in better communication, writing presentations and selling ideas. Read more
Published on 10 Feb 2012 by Sparkey
5.0 out of 5 stars Storytelling works!
I'm rather embarrassed to admit that I've only read Jon's book recently - it's one of those titles that's referred to frequently in 'Adland', but somehow I never quite got around... Read more
Published on 20 July 2011 by Hamish Pringle
5.0 out of 5 stars Everything you really need to know about creativity and presentation
I work as a speechwriter, so I have read many books on how to write pitches and speeches. This has to be one of the very best. Read more
Published on 1 April 2010 by William Cohen
5.0 out of 5 stars Brilliant, beautifully written, a cracking read
As well as providing practical techniques to help everyone deliver great presentations, this is also a cracking read (even though we know the ending). Read more
Published on 1 Mar 2010 by Dawn Sillett
5.0 out of 5 stars Essential reading for those pitching for new business
Definitely the best book I have read about agencies for some time. It is a joy to read. Jon writes about new business with great experience and insight, providing worthwhile tips... Read more
Published on 24 Oct 2009 by Michael Sims
5.0 out of 5 stars The best book ever?
I have seen many books of this type and always been disappointed with them. This book is the finest I have ever read. Read more
Published on 26 Sep 2009 by N. P. Hampson
5.0 out of 5 stars Excellent advice that one can use
This book was recommended to me by an old friend, the retired creative director of an iconic advertising agency. Read more
Published on 17 Mar 2009 by P. C. Lowe
5.0 out of 5 stars This Is What All Books Should Be Like
At last! Here is an author who doesn't aimlessly repeat himself every two pages and actually does what he preaches. Read more
Published on 10 Mar 2009 by Stergios Bititsios
5.0 out of 5 stars Solid guidebook to making a perfect presentation
This book about making effective presentations is markedly different from many others. This personal account, complete with stories from the advertising business, shows what makes... Read more
Published on 26 Sep 2008 by Rolf Dobelli
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