In the world of advertising, few characters are as iconic as Don Draper from Mad Men. Draper’s ability to craft captivating sales pitches that seamlessly combine emotion, storytelling, and persuasion is what sets him apart as one of the greatest fictional ad men of all time. Though Draper’s world was set in the 1960s, the principles behind his powerful sales pitches are timeless and applicable to today’s business world.Here’s what makes a great sales pitch, as told by Don Draper:
1. Start with a Strong Hook
In the advertising world, first impressions matter. Draper always starts his pitches with a strong, attention-grabbing hook that captures the client’s attention right from the start. Whether it’s a thought-provoking question or a bold statement, the hook sets the stage for the rest of the pitch.Why It Works:
- Captures Attention: A compelling opening grabs the audience’s focus and piques their interest, setting a strong foundation for the rest of the pitch.
- Builds Curiosity: A well-crafted hook leaves the audience wanting more, creating curiosity about the solution or product being offered.
Don Draper Example: When pitching Kodak’s “Carousel,” Draper opens by stating, “Technology is a glittering lure, but there’s the rare occasion when the public can be engaged on a level beyond flash—if they have a sentimental bond with the product.”
2. Appeal to Emotions
Draper’s pitches are legendary for their emotional appeal. He doesn’t just sell products—he sells emotions, memories, and desires. A good sales pitch doesn’t just focus on the features of a product; it tells a story that resonates with the audience on a deeper, emotional level.Why It Works:
- Creates Connection: People are more likely to buy a product when they feel an emotional connection to it. By focusing on how the product makes the audience feel, you create a bond that goes beyond logic.
- Makes the Message Memorable: Emotional appeals stick with the audience, making the message more likely to be remembered long after the pitch is over.
Don Draper Example: In his pitch for the Kodak Carousel, Draper appeals to nostalgia and sentimentality by focusing on the emotional power of photographs. “It’s not called the wheel, it’s called the carousel. It lets us travel the way a child travels—around and around, and back home again.”
3. Tell a Story
Storytelling is at the heart of every great sales pitch. Don Draper knows that facts and figures alone aren’t enough to convince someone to buy—people need to be taken on a journey. Draper masterfully weaves stories into his pitches, often relating personal experiences or human truths that align with the product’s value.Why It Works:
- Engages the Audience: Stories captivate audiences and hold their attention longer than data or sales jargon.
- Makes the Product Relatable: A well-told story shows how the product fits into the audience’s life, solving a problem or enhancing their experience.
Don Draper Example: Draper’s storytelling skills are on full display in his Kodak pitch, where he doesn’t just describe the technical aspects of the slide projector. Instead, he tells a story of family memories and the joy of reliving those moments through photographs.
4. Focus on the Benefits, Not Just the Features
While many salespeople focus heavily on the features of a product, Draper takes a different approach. He always highlights the benefits—what the product does for the consumer. It’s not just about what the product is, but how it makes life better for the customer.Why It Works:
- Shows Value: Focusing on benefits helps the audience understand how the product will solve their problems or improve their lives.
- Makes It Personal: Rather than simply listing features, benefits make the pitch more personal by addressing the needs and desires of the audience.
Don Draper Example: When pitching a new ad campaign for cigarettes, Draper doesn’t focus on the health risks or science. Instead, he hones in on the simple pleasure of smoking, saying, “It’s toasted,” turning a mundane feature into an emotional benefit.
5. Be Confident and Command the Room
Don Draper always exudes confidence during his pitches. His calm, collected demeanor and commanding presence instill trust and authority. Great sales pitches require not only a well-crafted message but also the confidence to deliver it with conviction.Why It Works:
- Builds Trust: When the presenter is confident, the audience is more likely to trust the message and believe in the product.
- Engages the Audience: A confident speaker draws people in and holds their attention more effectively than someone who appears unsure or nervous.
Don Draper Example: Draper’s cool, calm delivery during his pitch to Kodak shows how confidence can carry a presentation. His quiet but assured tone makes every word feel important and worth listening to.
6. Leave a Lasting Impression
Draper’s pitches don’t just end—they leave a lasting impression. He often finishes with a strong, memorable line that encapsulates the core message of the pitch, leaving the audience with something to think about long after the meeting is over.Why It Works:
- Makes It Memorable: A strong conclusion reinforces the message and ensures that the pitch sticks with the audience.
- Encourages Action: By leaving a lasting impression, you encourage the audience to take the next step, whether it’s making a purchase or scheduling a follow-up meeting.
Don Draper Example: Draper’s iconic close to the Kodak Carousel pitch, “This device isn’t a spaceship—it’s a time machine,” perfectly sums up the emotional power of the product, leaving the client in awe.
Final Thoughts
Don Draper’s approach to sales pitches in Mad Men highlights the timeless power of storytelling, emotion, and confidence. A great sales pitch doesn’t just sell a product; it sells an experience, a feeling, and a solution to the audience’s problems. By focusing on these key elements, you can craft a sales pitch that leaves a lasting impact, just like Don Draper.