When pitching anything, whether it’s for investment, selling a new product or service or just giving a talk at a local event, it’s important to remember that the working memory section of the human brain can only remember 3 or 4 things at a time. (Bummer, we know!) This is why we often forget things we were about to say (although it seemed incredibly important 2 minutes ago). The working memory can’t recall anymore than 4 at maximum. Working memory is a more active version of short-term memory, which refers to the temporary storage of information.
This is a vital piece of information to bear in mind when pitching, as it will keep you focused on the most important points you want to sell. It also gives us a structure to follow so that we don’t forget to push the main points. (Refer to the PR game here for more information) If you reduce it to “thinking in 3’s”. You can further reduce it to 3 words for each section: “What”, “Why” and “USP/Magic element”.
Focus on the benefits for them (not for your company)
The first set of 3’s relate to the problem you are solving and the manner in which you are going to solve it. Remember, that it’s always about selling the benefits to the client, investor, audience etc. Why would they deal with you? What can you do for them to make their life easier?
I know what the problem is.
I understand your frustration and so I have developed a solution.
This is how I provide the solution for you.
THE PROBLEM
You should then breakout further those 3 main sections. If we dissect “What is the problem?” you could answer using the following guides:
This problem arises because of X or Y.
That is because the actual problem is (state what ever it is).
This causes you frustration because (state why it irritates them).
THE SOLUTION
Assimilating all of this information, you will have come up with an answer so break your findings into the following:
This is the Solution I have come up with.
These are the benefits for the people using it.
(Don’t forget the USP – Unique Selling Point) The magical element it uses is Z (nobody else has done this before because of XYZ).
USE UNUSUAL PRESENTATION TOOLS
Make sure you are the one to stand out. In order to make a memorable presentation you need to push that extra 1% that pushes you ahead of the crowd and makes you stand out. To achieve this you need to know your audience, think about what would impress them, what have they not seen before? There are so many technological presentation tools available now that you don’t need to stick to Powerpoint (see How to Avoid Death by Powerpoint).
You could examine unusual and creative marketing techniques like flash mobs or props. Imagine the perfect pitch, then work out how you can achieve that with the budget and tools that you have to hand. Sometimes it’s better to pay a professional business mentor/business coach in the area of branding to help you make an impression. It works out cheaper in the long run if it helps you achieve your objective.
You only get 1 shot at the perfect pitch so make it count.
