How to Deliver a Pitch

December 2006 / January 2007 By: Jerry Weissman Volume 4 Number 6

Print this Article

E-mail this Article

by Jerry Weissman

David Ogilvy, the legendary founder of the Ogilvy and Mather advertising agency, was widely respected for his marketing acumen, but he was also keenly aware of the importance of the pitch. In his autobiography, Confessions of an Advertising Man, Ogilvy wrote about Greek orators, "When Aeschines spoke, they said, —€˜How well he speaks.' But when Demosthenes spoke, they said, —€˜Let us march.'"

Every ad and marketing campaign, as well as every campaign for products, partners, resources or investments, must be pitched for approval. If the pitch itself fails, the campaign never gets the green light. All too often, presenters put all their creative energy into the pitch materials, generating dazzling eye candy, while leaving any attention to the pitch itself until the "moment of truth." But the ultimate deciding factor for every campaign, as it is with every business decision, is people. Pitchmen or pitchwomen must be dazzling in the delivery of their pitches in order to get their marching orders.

In the 2300 years since Aristotle's Rhetoric, volumes have been written questing after the art of the pitch. The state of the art itself has been elevated by the glittering graphics of Microsoft's PowerPoint, and the scintillating bells and whistles of presentation technology ranging from picture-perfect, high-intensity digital light projection to full-motion, high definition digital video.

Overarching all these developments, however, are five high level factors that are essential to the success of every pitch. To get the audience marching to your beat, each of these factors must be executed flawlessly. Following David Ogilvy's example, let's draw lessons from the masters of each art.

1. Story. The classical role model for your content is appropriately Aristotle whose simple requirements for a rhetorical beginning, middle and end are all too often forgotten in pitches that ramble off into the weeds. Begin with a brief attention-getting statement. Use a human interest story, an analogy, or a significant statistic that will focus your audience on your main theme. Then follow your theme all the way through the middle of your pitch with a crystal clear flow that smoothly connects each part of your story to the next in a logical progression. End with a call to action.

2. Graphics. The guiding principle for all your slides should be less is more, the maxim popularized by Ludwig Mies van der Rohe, one of the foremost designers of the 20th century, and the father of the minimalist school. As the architect of the sleek bronze-and-glass Seagram Building in New York City, Mies influenced subsequent generations of designers. Make less is more, and its corollary, when in doubt leave it out, your guiding principle when you create your presentation graphics.

3. Delivery Skills. Ronald Reagan, known as The Great Communicator for his prominent position in the pantheon of notable orators, also serves as an attainable role model for you or any mere mortal for one very basic reason: Reagan was always himself. Contrast Reagan's natural style to that of other famous orators like Winston Churchill, John F. Kennedy, Martin Luther King and Billy Graham. All of them had rich, resonant voices and used dramatic gestures.
Conversely, Ronald Reagan had a soft, silvery voice, and rarely gestured. The essence of his style was his uncanny ability to be conversational in every setting, across every dimension; to make every person in every audience feel: "He's speaking to me!" Ronald Reagan was the irresistible force that moved every object, every audience, every time. Emulate Ronald Reagan: simply be yourself when you pitch.

4. Presentation tools. For advice on the latest and greatest modern tools, turn back to a time before technology and electricity existed, to William Shakespeare. In Hamlet, Shakespeare provided a guiding principle to a group of players that is applicable to today's presenters: "O'erstep not the modesty of nature: for any thing so overdone is from the purpose of playing, whose end, both at the first and now, was and is, to hold, as —€˜twere, the mirror up to nature."

Pitches are meant to be a communication of information, not entertainment. Let the entertainment stay in Las Vegas, (along with whatever happens there) leaving you, the pitchman or pitchwoman, the center of attention.

5. Q&A. General H. Norman Schwarzkopf, Jr., the military commander in the Gulf War of 1991, held only a handful of press briefings during the 43 days of that conflict, but his brilliant management of those sessions made him an instant global celebrity. Without having made a single speech, Schwarzkopf promptly went on to command keynote speaker fees comparable to those of heads of state. His handling of tough questions serves as a positive role model for anyone who has to stand up in the line of fire.

—€ Manage the time. Each of General Schwarzkopf's press briefings was succinct and well-paced. In one, he handled 10 questions in 2 minutes and 48 seconds. He kept his exchanges short and moved briskly from reporter to reporter, counting down toward the end. Manage the time in your Q&A sessions by setting time expectations at the beginning of your session, count down through the middle, and end punctually.
—€ Listen carefully. When General Schwarzkopf recognized a reporter, he locked on to that person as if connected by a laser beam. Whenever a reporter asked a convoluted question, the general immediately got the key issue. Listen intently for the key issue within each question—€¦sure to be convoluted—€¦in your sessions.
—€ Exert control. Reporters repeatedly asked questions about sensitive security issues, knowing full well that such matters were confidential. The general stood his ground every time and refused to answer. You are under no obligation to reveal confidential information about your business. Stand your ground.
—€ Answer concisely. Each of the general's answer was brief and direct. He never introduced new material, as many presenters often do. The only purpose of any Q&A session is to clarify the content you covered in your presentation. When you open the floor to questions, stay off the soapbox.
—€ Add value. General Schwarzkopf frequently punctuated his answers with restatements of his mission: enforcing the United Nations resolution to drive the Iraqis out of Kuwait. Punctuate your answers with a restatement of your clarion call to action. Seize the opportunity to go beyond the answer to state your own case.

Follow the leaders. Learn from Aristotle, Mies van der Rohe, Ronald Reagan, William Shakespeare, and General Schwarzkopf. Be like Demosthenes and your audiences will march to your beat.

Jerry Weissman is a corporate presentations coach and the author of Presenting to Win: The Art of Telling Your Story. He recently released a new DVD, In the Line of Fire: An Interactive Guide to Handling Tough Questions, based on his book of the same title.