5 Building Blocks for a Persuasive Pitch

To be persuasive your pitch will need to contain the right building blocks

EARLIER POSTS looked at the elevator pitch and tips for creating an effective pitch.

The elevator pitch, as you may recall, is a high-level overview of whatever it is that you are selling and is designed to just get the conversation started.

Having a strong elevator pitch is important, but getting the conversation started is only the first step.

Ultimately, you will want to persuade your audience to accept what you’re offering.

  1. Do you have a full blown pitch?
  2. And, is it persuasive?

The first question is easy to answer, you either have a pitch or you don’t. However, the second question is more difficult. Is your pitch persuasive?

At a minimum, to be persuasive your pitch will need to contain the right building blocks.

Here are 5 core building blocks for a persuasive pitch:

  1. Tell a story to generate interest from your audience
  2. Pose a problem that needs to be solved
  3. Offer a solution to the problem
  4. Describe specific benefits that your audience will get from adopting your solution
  5. Provide a call to action

The benefit of using these core building blocks for constructing your pitch is that you can feel confident that you have the right content to be persuasive.

Once you have the building blocks, there are two more steps you need to take:

  1. lay your building blocks (make sure you have the right structure and that your pitch flows well); and
  2. apply the mortar (practice, practice, and then deliver).

12 Tips for Creating an Effective Pitch

An elevator pitch needs to be clear, concise, provide a solution and generate interest in order to just get the conversation started

AS WE discovered in the previous post, an elevator pitch is a high-level overview of whatever it is that you are selling and is designed to just get the conversation started (Elevator Pitch Essentials, Chris O’Leary).

As a high level overview, an elevator pitch will need to be kept fairly short and to the point.  The irony is that creating a short pitch is likely to be a fairly long process because you will have to decide what information your listeners need to hear and what are just details. To mis-quote Mark Twain:

I didn’t have time to write a short elevator pitch, so I wrote a long one instead.

There is a lot to think about when preparing an elevator pitch, so to speed up the process I have identified 12 tips for creating an effective pitch.

1. Structure and Content

  1. Be clear – you want people to understand. You need to explain your idea in a way that your mother would understand. You want your audience to do the least amount of work possible.
  2. Be concise – people are busy. Anecdotal evidence suggests that people’s attention starts to waiver after 30 seconds. An elevator pitch should be no longer than 60 seconds.  Too much information will scare people away. Give them just enough information, and make them want to know more.
  3. Provide a solution – people want you to solve their problems. Focus specifically on the problem that you are solving for your audience. If you merely provide a shopping list of skills or services you may leave your audience thinking “So what? How does that help me?” After you have presented the problem, provide an outline of your solution.
  4. Tailor your pitch – different people have different problems. A pitch should address the specific concerns of your audience.
  5. Be credible – who are you? why are you qualified to provide your solution? Explain why you are able to identify and solve the problem.
  6. Give the big picture – the details are confusing. People are unlikely to understand your idea in the same way that you do, so the details will confuse or bore them. Give a high-level overview of your idea.
  7. Be unique – there are many ideas competing for attention.  What makes your idea different?
  8. Set the hook – you need to generate interest. A hook is a statement designed to generate interest and make your audience want to know more. For example, “I am a consultant in the city” compared with “I am a McKinsey strategy consultant looking at the new media and high tech space. I’m currently looking at cloud computing and how it is changing the computer industry forever.” As a second example, borrowed from Anna Rose, the Australian Youth Climate Coalition has a very short elevator pitch: “The AYCC aims to build a generation wide movement to solve climate change before it is too late.”  The last 5 words are the hook, “before it’s too late”!
  9. Call to action – what do you want? An elevator pitch is not designed the close the deal, it is designed to just get the conversation started.  It would be a good idea however to decide what you would like to achieve out of the interaction. You can then give people an opportunity to help you by asking for what you want: a business card, honest feedback, a referral, legal advice, seed capital, an opportunity to give a full presentation.

2. Delivery

  1. Be prepared – people respond to confidence. First impressions are important and to deliver a strong performance you should practice and get feedback. Prepare answers to any tough questions that you may get in response to your pitch. You need to be comfortable enough to adapt to the conversation as it progresses.
  2. Be genuinely passionate – people tune out the ordinary. If you are genuinely passionate, people are likely to stop and listen. Investors normally expect passion from entrepreneurs as a pre-requisite, a good idea does not compensate for lack of passion.
  3. Have integrity – your story needs to ring true. You need to believe in your own story because the first step is to convince yourself, only then can you convince your audience. Avoid clichés and platitudes.

The Elevator Pitch

An elevator pitch is a high-level overview of whatever it is that you are selling and is designed to just get the conversation started

YOU are an entrepreneur with a big idea for a new product. You stand to make millions, but investors are hard to find. You take a flight to Fiji for some well earned rest and as you take your seat on the plane you notice a man in a floral Hawaiian shirt sitting across the aisle from you, he is the world’s leading venture capitalist. What do you say?

You are a consultant wooing a major prospective client. If you are successful this will put you in the big time. Middle management plan to interview a dozen consultants, and won’t give you access to the CEO. Your chances of winning the contract are slim. As you step into the elevator to leave the building you notice that the only other person in the elevator is the company’s CEO. What do you say?

You are a university student seeking a job at a big consulting firm. You attend your school’s on-campus careers fair where you meet the head recruitment partner for the firm of your choice. What do you say?

The Problem

You have something valuable to offer: a big idea, a quality product, a superior service, a first-class education, extensive experience, niche skills, profound wisdom. In short, you hold the solution to someone else’s problem.

The problem is that, when you finally meet the person who can help you sell your solution, you have not prepared anything to say.

People are busy with their own affairs, and those people who are most likely to be able to help you are even busier. There are lots of ideas competing for attention, and people don’t understand what you have to offer. It is much easier for people to simply tune you out than to give you a chance to explain.

The Pitch

In order to overcome this problem, you need to prepare what you are going to say in advance. You need to create an “elevator pitch”.

An elevator pitch is a high-level overview of whatever it is that you are selling and is designed to just get the conversation started (Elevator Pitch Essentials, Chris O’Leary). It is a communication tool which you can use to quickly and clearly explain your idea with the aim of generating interest and helping you sell the idea.