Last time I shared Stephanie Palmer’s number one tip on being good in a room.  RAPPORT.  This week I want to wrap up this two part series with her more obvious metaphor for Hollywood Titles, Teasers and Trailers since she’s the former Director of Creative Affairs at MGM.

You can’t overestimate the value of a great title.  Stephanie suggests this memory aid when composing your title:

• S     short
• M   memorable with an element of drama  – think Die Hard
• A    accurate
• R    repeatable – it sounds good when spoken out loud
• T    tonally appropriate in accordance with the genre of the project

A title creates expectations, a feeling that is evoked, so conduct research, and solicit feedback

Teasers qualify the other person.  Say something that teases at your idea and assess the others person’s response.   After teasing, stop talking, let the buyer make the next move, if they are intrigued, you have a chance to deliver your trailer.  This is really about when the buyer asks you “So what is your project about.”

Good teasers have:

• Startling statistics – a good stat makes you look like an expert and gets the buyer thinking, I wonder what other valuable things he knows.   We’re interested in women 45-64 because they control 80% of America’s disposable income.

• Purposely non-specific phrases – an investment councilor might say; I help parents find their quarterly number

• Long Term Benefits – another one I use is: My job is to minimize embarrassment at your next family holiday

Trailers are basically like the PREVIEWS Hollywood makes us watch before the movie begins.

You should have catchy phrases, interesting ideas, compelling metaphors for a variety of situations to compel your listener to request the full presentation.

Shorthand ways of describing what you do such as:  We are the eHarmony of Gift Giving.  Our free service pairs buyers with gift ideas for their loved ones based on principles similar to eHarmony and Pandora.

If appropriate give your trailer some context describing where you are from:  For example my home is the place that triggered the Civil war, where basketball was invented and is often home of the National Champion KU Jayhawks basketball team.

It’s funny, but just like in Hollywood, good entrepreneurship means being; Good in a Room. It’s a great book.  Check it out.

Tony Schmidt

CEO – CoolProducts catalog

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My staff knows I disappear every Wednesday at noon to attend Toastmasters.  Toastmasters is an international organization to help chickens like me get comfortable in front of a crowd.  For a recruitment night speech I am working on I decided to feature Good In A Room by Stephanie Palmer. 

She’s a former director of MGM creative affairs, and in that capacity has heard thousands of good and bad pitches from writers, producers and directors seeking to get their pet project launched.

She points out that the number one thing to being good in a room is Rapport.  That means likeability.  To be likeable, be empathetic, interested, curious, and stay in sync.  The movies establish a character’s empathy with a save the cat moment.  You know when a Die Hard movie kicks off with Bruce Willis saving a cat for a little girl.  It shows warmth and understanding.

Listening is also a key to rapport.  You must have a 100% outward focus.  Imagine this; your closest friend comes to see you.  He says, “I just saw a map that leads to buried treasure.  I don’t have time to explain how I know that.  Just listen to what I know and there is a good chance we’ll score $10 million.”  You will probably be listening with 110% outward focus.  That is how you build rapport.

She also says to find some shared knowledge to build on, something you both know something about.  This requires doing some homework before the meeting.  And always subordinate yourself.  Remember, the buyer has higher status.  Many people understand this, but then act like they don’t.  They want respect more than they want to be successful.  They are emotionally needy.

That’s part one of my speech….now on to: Titles, Teasers and Trailers.  Thanks Stephanie.

Tony Schmidt CEO CoolProducts.com

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