5 Steps To Craft A Better Pitch
Creating buy-in, is a process that can be learned and practiced.
We are all making pitches all the time. Whether you work in sales, funding a startup, or trying to get your kids to brush their teeth, there are lessons to be learned so that your ideas are not only heard, but accepted.
Step 1: Lead with the problem
It is a common misconception that creating a perfect pitch has to do with painting a picture of the future. But honestly, no one cares about the future if they don’t understand what the stakes are right now. Start by clarifying the problem you want to solve before you explain how you are going to solve it.
Pro tip: “Nobody cares what you’re doing, or how you’re doing it, until they know why it matters to them.” - Mike Troiano
Step 2: Preparation over passion
We have all experienced the loudest voice in the room attracting attention, but according to research, passion is not as convincing as preparedness. A study of business plan competitions, startups pitching Venture Capital investors, “showed that preparedness, not passion, positively impacted decisions to fund ventures.” Being prepared to present your ideas is more important than expressing your exuberance.
Step 3: Consider your audience
By knowing about your audience, you can use information about their background, experience, or interests to cater your pitch directly to them and their needs. Use all the information you have to show why THIS is an idea that they should personally buy-in to. And remember, most people do not want your idea to fail, they want the best solution to the problem, just like you.
Pro tip: Researching your audience is part of your preparation.
Step 3: Tell a story
Humans are wired for storytelling, so using story to pitch your ideas is one of the best ways to get buy-in. A common story structure has a main character, a problem, and a resolution. The main character is your end user, the problem is the problem, and the resolution is your idea.
Example: I knew a little boy who really wanted to play and didn’t want to brush his teeth, but then he used the Pokemon brushing app and caught his own Pokemon every time he brushed. Now his teeth are sparkling and his Pokemon collection is stocked.
Step 4: Use analogies
Analogies are a great way to paint a picture of your idea by comparing it to something more familiar. Particularly when you are presenting an idea that seems foreign to your audience, by referencing something they more easily can relate to, you have a way to create understanding. This is a common strategy for pitching startups, and can be used for all kinds of ideas.
Examples: DogVacay is the AirBnB for dogs or Linkedin is the Facebook for business professionals
Step 5: Use rejection as a learning tool
It’s all just data. And while rejection can sting, it is truly there for us to learn from it. What parts of your story did they respond well to, what parts of it didn’t connect. Learning from feedback, whether it is direct and explicit or requires some analysis, will make you that much better prepared for the next pitch.
