Plan and deliver ― your pitch

“Great stories succeed because they are able to capture the imagination of large or important audiences.” ― Seth Godin

In my previous post, I introduced the 3 P’s: Pitch, Preparation and Presentation. Over the next three weeks, I will go into further detail on each one of them and give tips, tricks and tools to ease your life as a professional (or non-professional) presenter.


The first P stands for Pitch. Some readers may know pitching as what advertising agencies do to promote their ideas to a potential customer. And that’s indeed what it’s all about: defining your value proposition, translating it into a few clear messages, and deciding on how you’re going to communicate them to your customers (or any other audience.)

  • Finding the right pitch often boils down to pinpointing a sticky story to tell. With the right mix of ethos, pathos and logos you can appeal to the hearts and the minds of those listening to you.
  • In my blog post of January 10, 2013 I talked about the 7 C’s of a good story: compelling, credible, concrete, clear, consistent, customized and conversational. If you remember these seven adjectives, you’re already one step closer to a great pitch.
  • When defining your value proposition, never forget that value is in the perception
    of the beholder. Adapt your pitch to address the WIIFM (What’s In It For Me) concern(s) of your audience. And give them something in return for listening to you.
  • As mentioned in the previous bullet, it’s extremely important that you have a good understanding of who will be in the room. Doing some upfront research and power mapping will help you to tailor your pitch and (later) customize your presentation to their specific knowledge, needs and expectations.
  • Building a message house is a great and simple means for defining, simplifying and structuring your messages, and to make sure your audience will remember them.
  • You could also consider creating a mind map and/or drawing a storyboard. These tools will help you to sort out your thoughts and put your ideas in a sequence that easily translates into a presentation.
  • A good way to validate your pitch is putting it to the elevator test. Can you ‘sell’ your message(s) in 30 seconds? Can you summarize your story on the back of a napkin? Can it be understood by your mother in law?

Once your pitch is completed, you’re all set to start preparing your presentation. Don’t forget that HOW you tell things may be as important as (or sometimes even more important than) WHAT you actually tell. So stay tuned for next week’s post, in which I am going to write about the P of Preparation.

More reading about pitching, messaging and story building: