Let\u2019s elevate your next pitch!<\/p>\n\n\n
![\"How](\"https:\/\/pumble.com\/blog\/wp-content\/uploads\/2023\/03\/How-to-pitch-an-idea-cover-1.png\")
<\/figure>\n<\/div>\n\n\nWhat is a pitch?<\/h2>\n\n\n\n
A business pitch is a short presentation of a business idea to those who are involved in the decision-making process.<\/p>\n\n\n\n
You can pitch your ideas to various stakeholders such as:<\/p>\n\n\n\n
- \n
- Investors, <\/li>\n\n\n\n
- Potential customers, and<\/li>\n\n\n\n
- Your team members. <\/li>\n<\/ul>\n\n\n\n
Thus, depending on the audience and objective, we can identify different forms of pitches. The most common types are the following:<\/p>\n\n\n\n
- \n
- An investor pitch<\/strong>: The purpose is to persuade potential investors to invest funds in your business idea.<\/li>\n\n\n\n
- A sales pitch<\/strong>: The objective here is to persuade your potential customers to take the desired action, which helps you move them to the next step in your sales process.<\/li>\n\n\n\n
- An internal pitch<\/strong>: The pitches inside a company, typically to propose innovations or communicate change at the workplace<\/a>.<\/li>\n<\/ol>\n\n\n\n
Regarding the length of a pitch, there are three main types of investor pitches:<\/p>\n\n\n\n
- \n
- An elevator pitch<\/strong>: A concise and compelling one-minute pitch that includes a key message or two with the purpose of connecting with the audience. <\/li>\n\n\n\n
- A short-form pitch<\/strong>: It lasts usually from three to ten minutes. <\/li>\n\n\n\n
- A long-form pitch<\/strong>: Typically, it shouldn\u2019t last more than twenty minutes. <\/li>\n<\/ol>\n\n\n\n
According to Marie Perruchet, an experienced pitch coach and the author of the book One Perfect Pitch: How to Sell Your Idea, Your Product, Your Business\u2015or Yourself<\/em><\/a>: <\/p>\n\n\n\n
\n
\u201cPitch is a human connection, not a PowerPoint deck or a number of megabytes.<\/em>\u201d<\/p>\n<\/blockquote>\n\n\n\n
She adds: <\/p>\n\n\n\n
\n
\u201cGood pitches are succinct stories. They are fractals of your larger story. All this preparation is necessary to enable you to tell better stories that will let people connect with you.<\/em>” <\/p>\n<\/blockquote>\n\n\n\n
Therefore, making a winning pitch requires much more than presenting information \u2015 primarily, it\u2019s about resonating with your audience and increasing their level of engagement. <\/p>\n\n\n\n
\n\ud83d\udca1 Pumble Pro Tip<\/strong><\/p>\n\n\n\n
If you are curious to learn about how to utilize different presentation types and styles, check out our blog post:<\/p>\n\n\n\n
- \n
- Presentation types and styles explained<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n\n\n\n Free team communication app<\/span>\n
Improve collaboration and cut down on emails by moving your team communication to Pumble.<\/p>\n\n
\n Sign up<\/a>\n\n <\/div>\n <\/div>\n\n\n\n \n ![\"Illustration\"](\"https:\/\/pumble.com\/blog\/wp-content\/themes\/cake-blog\/theme\/images\/banners\/default.png\")
\n <\/picture>\n <\/div>\n<\/div>\n \n\n\n\nWhy do you need a great pitch?<\/h2>\n\n\n\n
As David Beckett, an experienced pitch trainer who helped over 1600 startups raise over \u20ac400 million in investment and coached over 28,000 professionals on how to make winning pitches, said:<\/p>\n\n\n\n
\n
\u201cTalented people with great ideas that can change lives may never be heard.\u201d <\/em><\/p>\n<\/blockquote>\n\n\n\n
Knowing how to create a winning pitch is equally important as the value of your idea.<\/p>\n\n\n\n
Most importantly, your pitch should engage with your listeners in 3 interconnected ways:<\/p>\n\n\n\n
- \n
- Cognitively<\/strong> \u2015 firstly, you need to get your point across and clarify your idea and value proposition.<\/li>\n\n\n\n
- Emotionally<\/strong> \u2015 secondly, your pitch should evoke the right emotions at the right time to make a greater impact.<\/li>\n\n\n\n
- Behaviorally<\/strong> \u2015 only when you trigger your audience\u2019s emotional responses can you expect them to take a certain action that reflects your pitch objective.<\/li>\n<\/ol>\n\n\n\n
Namely, a great pitch goes beyond presenting your idea \u2015 along with conveying the right information to your audience, you need to resonate with them and encourage them to take action. <\/p>\n\n\n\n
In other words, you need to convince your listeners of your idea or spark their interest to know more<\/strong>. <\/p>\n\n\n\n
Perruchet highlights that pitches need to encapsulate the larger story of your idea. Therefore, it\u2019s necessary to tell a short version of a compelling story that will make your audience connect with your idea and, ultimately, delight them to take a certain action.<\/p>\n\n\n\n
Considering the three aspects of pitches, we can conclude that we should improve our pitches due to the following reasons:<\/p>\n\n\n\n
- \n
- A great pitch grabs the audience’s attention, <\/li>\n\n\n\n
- A great pitch is memorable,<\/li>\n\n\n\n
- A great pitch evokes the right emotions, and<\/li>\n\n\n\n
- A great pitch persuades the audience to follow the idea.<\/li>\n<\/ol>\n\n\n\n
So, let\u2019s analyze each of these reasons.<\/p>\n\n\n\n
Reason #1: A great pitch grabs the audience’s attention<\/h3>\n\n\n\n
The only way to make sure people listen to your idea is to get their attention and interest early on.<\/p>\n\n\n\n
Thus, successful pitches demand communicating from the audience\u2019s perspective \u2015 they need to be structured in a way that attracts and holds people’s attention. <\/p>\n\n\n\n
Also, according to marketing models such as AIDA<\/a>, the first step in a buyer’s journey is an awareness or attraction phase. <\/p>\n\n\n\n
This is the unskippable step that leads toward the interest and desire phases, where people are emotionally connected with the idea. <\/p>\n\n\n
\n![\"AIDA](\"https:\/\/pumble.com\/blog\/wp-content\/uploads\/2023\/03\/AIDA-Model.png\")
<\/figure>\n<\/div>\n\n\nReason #2: A great pitch is memorable <\/h3>\n\n\n\n
In her book, Purruchet outlines that after a pitch, people retain only 10% of what they have heard. <\/p>\n\n\n\n
This is the reason why great pitches are easy to digest, so people can remember and share critical information.<\/p>\n\n\n\n
Additionally, adding a personal touch and sharing your passion makes a pitch more memorable and relatable. <\/p>\n\n\n\n
Reason #3: A great pitch evokes the right emotions<\/h3>\n\n\n\n
Why is triggering the right emotions vital for the success of every pitch?<\/p>\n\n\n\n
According to the Annual Review’s study<\/a>, emotions constitute persuasive and predictable drivers of the decision-making process. <\/p>\n\n\n\n
Therefore, to ensure your listeners follow your idea, make your pitch an exciting journey that evokes strong emotions.<\/p>\n\n\n\n
Considering the AIDA model of buyers\u2019 journey, interest and desire stages are an affective phase where potential customers build an emotional connection with the brand or product. Here, they move from liking<\/em> to wanting <\/em>\u2015 so, they are a step away from taking action.<\/p>\n\n\n\n
Reason #4: A great pitch persuades the audience to follow your idea<\/h3>\n\n\n\n
Every pitch has an objective \u2015 most importantly, their realization always depends on the audience\u2019s response. <\/p>\n\n\n\n
That\u2019s why a winning pitch is persuasive and instrumental in encouraging listeners to take the desired action. <\/p>\n\n\n\n
So, we can draw a parallel between a business pitch and a marketing funnel that represents a buyer\u2019s journey through different phases.<\/p>\n\n\n\n
We can identify the AIDA model phases in business pitches:<\/p>\n\n\n\n
- \n
- Attention or attraction,<\/li>\n\n\n\n
- Interest,<\/li>\n\n\n\n
- Desire, and<\/li>\n\n\n\n
- Action.<\/li>\n<\/ol>\n\n\n\n
Hence, a presenter has a task to attract and delight the audience, and ultimately, engage them with their idea to make it a reality.<\/p>\n\n\n\n
Here\u2019s what Dr. Raffaello Antonino<\/a>, a Senior lecturer in Counseling Psychology, has to say about the power of great pitches:<\/p>\n\n\n\n
\n\n![\"Dr](\"https:\/\/pumble.com\/blog\/wp-content\/uploads\/2023\/03\/Dr-Raffaello-Antonino-min.png\")
<\/figure>\n<\/div>\n\n\n\n\n\u201cA well-crafted pitch can help you stand out in a crowded market, differentiate yourself from the competition, and demonstrate your potential for success, even if the idea itself isn\u2019t more revolutionary than the others.\u201d<\/em><\/p>\n<\/div>\n<\/div>\n\n\n\n
<\/div>\n\n\n\n\n\ud83d\udca1 Pumble Pro Tip<\/strong><\/p>\n\n\n\n
Using interactive elements and a story framework is undoubtedly the most effective way for boosting the audience\u2019s engagement and increasing their attention span. To learn more about how to make your presentation interactive, make sure to read our blog post:<\/p>\n\n\n\n
- \n
- 18 Ways to make presentations more interactive and engaging<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n
Host interactive and engaging virtual presentations over Pumble<\/a><\/p>\n\n\n\n
How long should your pitch last?<\/h2>\n\n\n\n
Before we reveal the most effective steps for making a powerful pitch, let\u2019s discuss one of the most important questions \u2015 What is an optimal pitch duration<\/em>?<\/p>\n\n\n\n
According to David Beckett, the author of Pitch To Win<\/em><\/a>, and the creator of the Best3Minutes Pitch Methodology<\/em>, pitches shouldn\u2019t last more than 7 minutes<\/strong>. This especially applies to investor pitches. <\/p>\n\n\n\n
One of his core principles of making a winning pitch implies the following 3 criteria:<\/p>\n\n\n\n
- \n
- Simplicity<\/strong>, <\/li>\n\n\n\n
- Clarity<\/strong>, and<\/li>\n\n\n\n
- Focus<\/strong>. <\/li>\n<\/ol>\n\n\n\n
Beckett outlines: \u201cIt\u2019s about what you take out of your pitch, not what you put in\u201d<\/em>.<\/p>\n\n\n\n
He also highlights the most common mistake when it comes to companies\u2019 pitches \u2015 they make too long presentations, so they prioritize what they want to say instead of whether their audience will listen to their speech.<\/p>\n\n\n\n
That\u2019s why Beckett advocates elevator and short-form pitches \u2015 1\u20133-minute pitches that get to the essence of the story. <\/p>\n\n\n\n
Furthermore, here\u2019s what Perruchet points out in her book:<\/p>\n\n\n\n
\n
\u201cThe shorter your story is, the more interesting it will be. If you focus on the bare essentials and distill exactly what your business is, the problem it solves, and the transformation it promises, that\u2019s what will separate you from the others. A story in the entrepreneurial world needs to fit into a short format: 60 seconds, 5 minutes, or 10 minutes.<\/em>\u201d<\/p>\n<\/blockquote>\n\n\n\n
Therefore, there\u2019s no universal ideal length of a pitch, but typically they should last about 10 minutes or less. <\/p>\n\n\n\n
How to structure long-form pitches?<\/h3>\n\n\n\n
On the other hand, some types of pitches demand more time. <\/p>\n\n\n\n
According to the Forbes article<\/a>, even in this case, your pitch shouldn\u2019t last more than 18 minutes<\/strong>. <\/p>\n\n\n\n
Namely, TED organizers have discovered that longer pitches are ineffective \u2015 too long presentations can lead to information overload<\/a>, which can cause exhaustion and decrease you listeners\u2019 engagement.<\/p>\n\n\n\n
Ideally, long-form pitches should last about 10 minutes, but 18 minutes is acceptable when a video or demo is included. <\/p>\n\n\n\n
When you give a long-form pitch or presentation, the most important thing is to structure your time wisely<\/strong>. <\/p>\n\n\n\n
According to Beckett, to pitch your startup to investors successfully in a half-hour meeting, you should follow a proven time-management strategy structure:<\/p>\n\n\n\n
- \n
- Tech setup <\/strong>\u2015 approximately 3 minutes,<\/li>\n\n\n\n
- Pitch <\/strong>\u2015 3\u20134 minutes,<\/li>\n\n\n\n
- Q&A session <\/strong>\u2015 around 15 minutes, and<\/li>\n\n\n\n
- Next steps <\/strong>\u2015 <\/strong>around 3\u20144 minutes.<\/li>\n<\/ol>\n\n\n\n
Surprisingly, you should spend approximately 90% of pitching time on Q&A sessions, so your audience has a chance to interact with you. <\/p>\n\n\n
\n![\"A](\"https:\/\/pumble.com\/blog\/wp-content\/uploads\/2023\/03\/A-time-management-strategy-structure-for-a-half-hour-meeting-with-investors.png\")
<\/figure>\n<\/div>\n\n\n<\/div>\n\n\n\nOnce you finish the initial pitch, it\u2019s a good moment to open a discussion session \u2015 ask your potential investors what they would like to know more about. <\/p>\n\n\n\n
Every investor has different perspectives and priorities \u2015 by asking this question, you can easily adapt your speech. <\/p>\n\n\n\n
Some of them might be primarily interested in your product, while others may focus more on customers and their needs. Some may even be oriented toward re-engaging already-purchased leads<\/a>. Consider what may apply to the person you’re pitching to.<\/p>\n\n\n\n
Therefore, keep in mind these two things when planning a long-form pitch:<\/p>\n\n\n\n
- \n
- Good time management is more than half of success<\/strong>. <\/li>\n\n\n\n
- Your audience wants to be heard, so create space for interaction<\/strong>. <\/li>\n<\/ol>\n\n\n\n\n
\n\n Collaborate in real time<\/span>\nDiscuss, share & collaborate with Pumble by CAKE.com, a team communication app.<\/p>\n\n
\n Explore<\/a>\n\n Sign up<\/a>\n <\/div>\n <\/div>\n\n\n\n \n ![\"Illustration\"](\"https:\/\/pumble.com\/blog\/wp-content\/themes\/cake-blog\/theme\/images\/banners\/landing-1.png\")
\n <\/picture>\n <\/div>\n<\/div>\n \n\n\n\nHow to make an impactful pitch in 6 key steps? <\/h2>\n\n\n\n
To give a winning pitch, you have to follow these 6 essential steps:<\/p>\n\n\n\n
- \n
- Research your audience,<\/li>\n\n\n\n
- Establish a pitch objective,<\/li>\n\n\n\n
- Brainstorm with post-ins, <\/li>\n\n\n\n
- Have a strong opening,<\/li>\n\n\n\n
- Craft three powerful messages, and<\/li>\n\n\n\n
- End with a bang.<\/li>\n<\/ol>\n\n\n\n
So, let\u2019s learn how to master pitching skills with these steps and discuss each of them.<\/p>\n\n\n\n
Step #1: Research your audience and competitors<\/h3>\n\n\n\n
\n
\u201cCommunication is what the listener does. It\u2019s not always about the story that I want to tell, but you want your audience to take action.<\/em>\u201d <\/p>\n\u2015 David Beckett<\/cite><\/blockquote>\n\n\n\n
Most presenters make a huge mistake by focusing solely on their stories and neglecting their listener\u2019s perspectives.<\/p>\n\n\n\n
However, the only way to achieve your pitch objective is to understand your audience and connect with them<\/strong>.<\/p>\n\n\n\n
That\u2019s why the first essential step for making a great pitch is researching your audience<\/strong>.<\/p>\n\n\n\n
Beckett suggests finding answers to these and similar questions:<\/p>\n\n\n\n
- \n
- What drives your audience?<\/li>\n\n\n\n
- What are their needs and interests?<\/li>\n\n\n\n
- What\u2019s on their mind?<\/li>\n\n\n\n
- Are they interested in money or sustainability?<\/li>\n\n\n\n
- Are they theoretical or practical?<\/li>\n\n\n\n
- Are they conservative or innovative?<\/li>\n<\/ul>\n\n\n\n
If you\u2019re pitching to potential customers, attempt to identify:<\/p>\n\n\n\n
- \n
- Their biggest challenges or problems, and<\/li>\n\n\n\n
- What they focus on \u2015 saving cost, growth, or something else.<\/li>\n<\/ul>\n\n\n\n
Knowing your audience helps you simplify and organize your story and select the relevant information that your audience needs to know. <\/p>\n\n\n\n
Lecturer of marketing and TEDx speaker, Matthew A. Gilbert<\/a>, highlights the importance of communicating the value of your business idea to the audience:<\/p>\n\n\n\n
\n\n![\"Matthew](\"https:\/\/pumble.com\/blog\/wp-content\/uploads\/2023\/03\/Matthew-A.-Gilbert-min.png\")
<\/figure>\n<\/div>\n\n\n\n\n\u201cThe most vital part of pitching a business idea is demonstrating its value to your potential investor or partner. In other words, what\u2019s in it for them? Know your audience as well. Some might be intrinsically motivated by your mission, whereas others are focused on its extrinsic value.<\/em>\u201d<\/p>\n<\/div>\n<\/div>\n\n\n\n
<\/div>\n\n\n\nApart from researching your audience, it\u2019s a good idea to research your competitors.<\/p>\n\n\n\n
According to Perruchet: <\/p>\n\n\n\n
\n
\u201cKnowing the competition enabled us to prepare well. We were able to take a different tack on the product and the brand story. As a business owner and as an entrepreneur, you always want to be ahead. Knowing what your competitors are up to is a survival skill.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n
Our contributor and PR professional, Julie Livingston<\/a>, shared her view on this topic:<\/p>\n\n\n\n
\n\n![\"Julie](\"https:\/\/pumble.com\/blog\/wp-content\/uploads\/2023\/03\/Julie-Livingston-min.png\")
<\/figure>\n<\/div>\n\n\n\n\n\u201cThe first step in developing a business pitch is research to deepen understanding of the competitive landscape and key stakeholders’ needs. How will your idea address their pain points?<\/em>\u201d<\/p>\n<\/div>\n<\/div>\n\n\n\n
<\/div>\n\n\n\nTherefore, before you start making a pitch, make sure to invest some time in researching, which can dramatically improve the outcome of the pitch. <\/p>\n\n\n\n
\n\ud83d\udca1 Pumble Pro Tip<\/strong><\/p>\n\n\n\n
Not sure how to effectively prepare your next business presentation? Check out our guide:<\/p>\n\n\n\n
- \n
- How to prepare for a presentation: Your 9-step guide to a successful presentation<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n
Step #2: Establish a pitch objective <\/h3>\n\n\n\n
Aside from researching your audience, it\u2019s critical to identify what you want them to do \u2015 in other words, what action you want them to take<\/strong>.<\/p>\n\n\n\n
Try to be as specific as possible about your pitch objective.<\/p>\n\n\n\n
Most importantly, keep in mind that here we\u2019re talking about the pitch objective<\/em>, not your ultimate objective<\/em>.<\/p>\n\n\n\n
For instance, if you pitch your business idea to potential investors, your ultimate goal is to get their funding. <\/p>\n\n\n\n
However, it\u2019s not realistic to expect to achieve so after your initial pitch. <\/p>\n\n\n\n
But, your pitch objective can be a one-hour follow-up meeting, which can help move you closer to your bigger goal \u2015 in this case, getting funding.<\/p>\n\n\n\n
If you deliver a sales presentation to people who have never heard of your brand before, you may want your audience to visit your website and fill in the survey. <\/p>\n\n\n\n
On the other hand, if you pitch to people who have engaged with your brand, your pitch objective here is to get people to buy from you. <\/p>\n\n\n\n
So, there are two major rules when setting your pitch objective:<\/p>\n\n\n\n
- \n
- Define the action your audience is supposed to take<\/strong> in detail<\/strong>\u2015 Not what you want them to think or feel about your idea, but what specific action they are supposed to take.<\/li>\n\n\n\n
- Define a realistic pitch objective<\/strong> \u2015 If your audience has never heard of you, you can\u2019t expect to get them to purchase your products as a result of the pitch. In this case, establish a pitch objective that will get them closer to your ultimate goal.<\/li>\n<\/ol>\n\n\n\n
Step #3: Brainstorm with post-its<\/h3>\n\n\n\n
Once you research your audience and establish a pitch objective, it\u2019s a good time to start brainstorming.<\/p>\n\n\n\n
Even though all presenters understand the importance of pitch preparation, most of them do it completely wrong.<\/p>\n\n\n\n
Beckett recommends getting a pitch out of your head<\/strong> \u2015 instead of starting by creating presentation slides and graphics, the first thing you should do is get all your ideas and put them on post-its.<\/p>\n\n\n\n
So, put your all ideas on post-it notes \u2015 everything that comes to your mind about: <\/p>\n\n\n\n
- \n
- The problem you\u2019re solving, <\/li>\n\n\n\n
- Product, <\/li>\n\n\n\n
- The team, etc.<\/li>\n<\/ul>\n\n\n\n
This way, you can organize your ideas and thoughts in clusters, so you can have chapter headings, which ultimately help you make a storyline<\/strong>. <\/p>\n\n\n\n
Once you have a storyline, you can begin crafting presentation slides and visuals yourself or partner with a pitch deck design agency<\/a> for a professional assistance.<\/p>\n\n\n\n
- Define a realistic pitch objective<\/strong> \u2015 If your audience has never heard of you, you can\u2019t expect to get them to purchase your products as a result of the pitch. In this case, establish a pitch objective that will get them closer to your ultimate goal.<\/li>\n<\/ol>\n\n\n\n
- Define the action your audience is supposed to take<\/strong> in detail<\/strong>\u2015 Not what you want them to think or feel about your idea, but what specific action they are supposed to take.<\/li>\n\n\n\n
- How to prepare for a presentation: Your 9-step guide to a successful presentation<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n
- Your audience wants to be heard, so create space for interaction<\/strong>. <\/li>\n<\/ol>\n\n\n\n\n
- Pitch <\/strong>\u2015 3\u20134 minutes,<\/li>\n\n\n\n
- Clarity<\/strong>, and<\/li>\n\n\n\n
- Simplicity<\/strong>, <\/li>\n\n\n\n
- 18 Ways to make presentations more interactive and engaging<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n
- Emotionally<\/strong> \u2015 secondly, your pitch should evoke the right emotions at the right time to make a greater impact.<\/li>\n\n\n\n
- Cognitively<\/strong> \u2015 firstly, you need to get your point across and clarify your idea and value proposition.<\/li>\n\n\n\n
- A short-form pitch<\/strong>: It lasts usually from three to ten minutes. <\/li>\n\n\n\n
- A sales pitch<\/strong>: The objective here is to persuade your potential customers to take the desired action, which helps you move them to the next step in your sales process.<\/li>\n\n\n\n
- An investor pitch<\/strong>: The purpose is to persuade potential investors to invest funds in your business idea.<\/li>\n\n\n\n
![\"Illustration\"](\"https:\/\/pumble.com\/blog\/wp-content\/themes\/cake-blog\/theme\/images\/banners\/default@2x.png)
\n <\/picture>\n <\/div>\n<\/div>\n \n\n\n\n![\"Illustration\"](\"https:\/\/pumble.com\/blog\/wp-content\/themes\/cake-blog\/theme\/images\/banners\/landing-1@2x.png)
\n <\/picture>\n <\/div>\n<\/div>\n \n\n\n\n