2. Scripting and presenting a marketing pitch

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Okay, let’s begin by making sure we understand what a pitch is and how it is different from other forms of communication.

A pitch is a specific style of communication where your main aim is to get your intended message across as succinctly and convincingly as possible in order to persuade your audience to get on board with what you are saying. Audience persuasion and involvement are the core components of a pitch, because you are not just sharing information to, say, educate your audience. Instead, a pitch is an invitation for audience engagement with your message and a call for action or contribution. Pitches are often used in sales, for example, when it is a salesperson’s goal to present a product or a service to a customer in an appealing way in a limited amount of time to ultimately persuade the customer to buy it. Pitches are not exclusively used in sales, of course, so instead of aiming to persuade your audience to buy something, you may actually want to convince them that you have a good and unique idea or a new solution for an existing problem. In this case, your goal is to gain their approval. Finally, in an even broader sense of the word, a pitch stands for a short description of a product, idea, or even yourself (e.g., your experience). The aim here is simply to convey the overall concept or topic in an enticing way as a gateway to building future relationships with the audience around this concept.

A natural instinct with a pitch is to cram as much information as possible in the time you have. However, rather than leading to a better understanding of your product or idea, this approach often results in your audience feeling confused and overwhelmed, so it’s much better to focus on conveying a couple of key points and generating interest and excitement. 

With that in mind, let’s take a closer look at how to structure and deliver an effective pitch.