Don Draper’s pitch for Kodak’s slide projector, “The Wheel,” is considered by many to be the best pitch in advertising history.
Kodak executives had decided to call their invention “The Wheel,” a move Draper considered a major misstep.
In the hit television show “Mad Men” set in the ’60s in an era when cigarette smoke filled boardrooms and hard liquor concluded every meeting, advertising executive Don Draper opts to pitch a very different campaign for Kodak’s slide projector.
Nostalgia Over Technology
Instead of focusing on the technology of the product, Draper pitches the idea of nostalgia and the emotional connections people have with memories.
Here’s his timeless pitch, what many consider the best pitch in campaign history:
This pitch is a masterclass in understanding your target audience and using that understanding to create a winning campaign. (Want to see my discussion with the man many consider the best pitch master and deal maker today? Click here.)
Draper’s approach to highlighting the emotional benefits of the product rather than just its features is a key takeaway for any entrepreneur looking to make a powerful pitch.
The best pitches are those that connect with the audience emotionally and tell a compelling story, breaking down the walls that divide the buyer from the seller. Draper’s pitch for Kodak is a perfect example of this strategy and a valuable lesson for any entrepreneur looking to make a lasting impression on their target market.
Crafting Your Best Pitch: What Every Entrepreneur Needs to Know
Don Draper’s pitch for Kodak is considered one of the best pitches ever as it highlighted the emotional benefits of the product, understanding the target audience, connecting with them on an emotional level, and telling a compelling story.
Don Draper’s pitch for Kodak is a valuable lesson for any entrepreneur.
The best brands have the best pitches that connect with the audience emotionally, differentiating their offering through a compelling story.
Here are the 5 disruptions that made Don Draper’s pitch the best pitch ever:
- Not letting technology overshadow emotional drivers
- Understanding his target audience’s triggers and desires
- Tapping into the power of storytelling in brand messaging
- Emphasizing sentimental benefits over product features
- Creating a personal narrative we all can relate to and want to be part of.
Not hitting the mark with your pitch and brand?
I’ll help you create a pitch that resonates with your target audience, setting your brand apart with more differentiation than a vegan at a hot dog-eating festival.
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