Chapter 5Frame Stacking and Hot Cognitions
In Chapter 4, I showed you the first three phases of a pitch. By this point, you have held the target’s attention for a while. The target knows the essentials: who you are, why this idea is important, how it works, what the “secret sauce” is—and what the target gets when he or she buys. But you’re here to do more than just show and tell; this is a pitch, and you’re here to make a deal happen. Now you have about five minutes left to propose something concrete and actionable—something so compelling that it will cause your target to chase you to get what you have.
Welcome to the next phase.
Phase 4: Frame Stacking and Hot Cognitions
In the course of my activities seeking out money for deals, I discovered ...
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