Listen: planning and delivering a great 1-minute pitch
A good 1-minute marketing pitch might be all that stands between you and the investor or client of your dreams. Can you explain your big idea in three sentences or less? Here are 10 tips to help you deliver a high-impact pitch.
1. Make it tangible
No big words, no big concepts, no terminology. In technical writing, we have a trick to help clients outline something complex – “Imagine you were explaining it to your mother”. It combines the right level of respect for someone’s intelligence, but without the assumption of industry knowledge.
2. Show your passion
If you don’t have enthusiasm why should your prospect? Once your listener realizes you’re making a pitch, your enthusiasm will be slightly less irritating. At worst you want the conversation to end with – “sorry, but no thanks” rather than “Stop harassing me!”.
3. Keep it fresh
Keep your pitch relevant. Refer to current events in your introduction. With the current tough economy people are looking for low risk, and ideas that increase turnover. Tie your business concept to that. Make sure your 1-minute marketing pitch is up to date with trends.
4. Be flexible
Every prospect is different. Perhaps a small but specific benefit of your business is very appropriate to this situation and prospect. If you are at a conference about innovation, you can be sure this is a topic of interest. Talk about innovation or R&D. Always tie your 1-minute pitch to the situation you’re in.
5. Listen
Listening to THEIR 1-minute marketing pitch will give you hints on how to structure your own message. Your language, your approach, and what you choose to highlight should change to suit the age, gender, race, dress code, posture, and body language of your audience. Don’t rush blindly from start to end – watch your prospect’s response. If they comment on one aspect of your offering, expand on that.
6. Know your competitive edge
Make sure you can answer the question “What do you think really sets your work apart for someone in my industry/position?” If your idea isn’t industry specific, you might need a range of answers, and be able to tie your solution to different sectors.
7. Don’t gabble
Don’t cheat by by cramming 3 minutes of information into a 1-minute pitch. Speaking too quickly reduces the quality of your articulation and reduces the impact of your messages. Breathe now and then! Let your prospect get a word in.
8. Keep to two primary benefits
In decision making, the more reasons you give, the less value is given to each reason. Selected your two top benefits for THIS type of situation. If your prospect is dressed in a superbly cut designer outfit, talk about quality. If they have been complaining about poor customer service, mention your fast track delivery.
9. Keep to one primary service
Most entrepreneurs offer more than one service. If your pitch isn’t generating interest, it’s tempting to pivot to a secondary, different offering. That can confuse the prospect. Let someone else talk, and find a logical way to tie this new service to the original one.
10. Don’t hard sell
Never force an appointment, or offer your business card if the prospect isn’t interested. If you haven’t got THIS opportunity right for some reason, make a gracious exit.
