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Links > Business Articles > Marketing >

Decoding The Art of Pitching

By: Kerryn Gamble, Director, KERRYN GAMBLE

Could a better pitch create more business opportunities for you? KERRYN GAMBLE explores the different types of pitches and shares a formula to have you pitching with perfection.

Pitching is about positioning and selling. The most remarkable pitches are short, powerful and emotional. They connect your audience with you, they communicate your message and they inspire action.

A major contributor to the momentum and results you experience when pitching is your own personal energy during your pitch. Aim to radiate grounded enthusiasm with clarity and confidence.

There are different types of pitches, yet every type of pitch has one thing in common - you’re selling the next step. The next step could be selling you and your brand; creating partnerships or investor opportunities; selling your product or service; or getting a no! 

A great pitch should turn some people off as much as it turns other people on. If you’ve completed the ‘Woman of Worth’ program, you’ll appreciate the different types of pitches and nuances for each. 

The three most used pitches include:

  1. The social pitch - a simple and general pitch for social occasions, when you’re asked “what do you do?” and time is short. The aim is to provoke curiosity.
  2. The elevator pitch - a simple pitch you would use if presenting to a networking group. The aim is to connect what you do and your credibility with your product or service and a form of social proof.
  3. The longer pitch - a more comprehensive pitch used when proposing partnerships, seeking funding or selling from the stage. The aim is to communicate what you do with clarity, identify your niche customer, establish credibility, demonstrate relevance to your market’s problems, present a solution and connect what you do with a bigger context and convey how clients feel when working with you.

    Your pitch needs to have a clear call-to-action. What specifically do you want the listener to do (e.g. complete a quiz, download a resource, buy a book, join your mailing list or introduce you to network connections). Without clear instructions about what to do next, your listener is unlikely to take action and will forget you as the business of life takes over. 

    For greater momentum, lead your listeners with a statement of what you’d like them to do NOW, describe how it will benefit them in the long term and finish your pitch with an enticing immediate benefit.

    Here’s an example of a social pitch structure to use when answering “so what do you do?”

Step 1: Get clear on who specifically you help or who achieves the best results with your product/service.

Step 2: Identify the solution your ideal client receives when working with you or using your products.

Step 3: This is where you bring in the magic. What is the big result your client receives when working with you or using your products, beyond the tangible? What’s something really meaningful to them and often the hidden motivation driving your clients desire to seek a solution? For example they want to be noticed, want more confidence, more choice or want to make a difference.

When you put it all together, your social pitch might sound something like this: “I help first-time writers create world-class manuscripts, to give them credibility and connect their message with a broader audience.” Simple! Now it’s your turn:I help (step 1 answer), to (step 2 answer) so that (step 3 answer). Feel free to tweak the connector words, for example: using “to achieve” instead of “so that” - you get the gist!

Remember when constructing your pitch, tokeep in mind what you want people to say and remember about you afterwards.

Once you’ve made your pitch, there are four possible responses you may experience:

  1. You’re swamped with interest;
  2. People are curious to know more, or how they can make your offer a win-win for both parties;
  3. People want to give you feedback - sometimes constructive, sometimes not;
  4. Complete dis-interest.

All of these are perfect and a valuable barometer of your audience, relevance of your subject matter for the audience and your delivery. 

Remember, great pitches take practice and you can’t pitch to someone who’s not listening! We live in a world full of connectors and decision makers - people are always connected and we’re always pitching!


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