How to Write a Pitch that Resonates. Tell Your Story to Someone Who Doesn’t Care.

How to Write a Pitch that Resonates. Tell Your Story to Someone Who Doesn’t Care.

One of the best pieces of advice I’ve ever received in my career is this: Your opinion doesn’t matter when it comes to selling a product or idea – because you’re not selling it to yourself.

It sounds harsh and, truthfully, stung a little, but it’s true. Believing in what you’re selling or pitching is essential, but that belief alone won’t secure media coverage or inspire action. Success lies in crafting a message that resonates with people who might not care – yet.

Here’s a process I developed to ensure a pitch hits home, even with the most initially uninterested audience.

There’s No Such Thing as a New Idea

There’s no such thing as a truly “new” idea, but your pitch can position your product or service as a fresh solution to an ongoing problem. It’s all about framing. We often get caught up in what we think is compelling or what our clients deem newsworthy. But remember, it’s not about you. It’s about them – the audience.

Test Your Pitch

Before diving into writing your pitch, try it out on someone with no investment in your story. This could be a colleague outside your account team or, even better, someone outside your industry. They’ll give you unfiltered feedback because they have no vested interest in pleasing your client or validating your ideas.

Tell Your Story Using Concise Bullet Points

Start by drafting five to seven one-sentence bullets about your topic. These should include:

• Why should someone care? If you’re relying on a statistic, explain its personal relevance. Make an emotional connection.
• How does your product or idea solve a problem? Keep it clear and concise.

Identify Your Blind Spots

Present your pitch using only those bullets. Allow the other person to ask questions. Their questions will reveal blind spots, jargon or complexities that need simplification. This step is invaluable – it forces you to think from a layperson’s perspective.

Use Their Feedback to Refine

Take note of the questions they ask. Chances are, you already have the answers, but you might not be articulating them effectively. Use their feedback to refine your bullet points, making them more concise, accessible and emotionally resonant.

Your Pitch May Not Be for Everyone … and That’s Okay!

Sometimes, feedback reveals that your pitch isn’t for everyone – and that’s okay. This insight helps you narrow your focus, targeting specific media outlets or audiences. It might also inspire multiple versions of your pitch tailored to different audiences, which avoids mass pitching.

The Bottom Line

Selling an idea or product isn’t about convincing yourself – it’s about connecting with your audience. By testing your story on someone who doesn’t care, you’ll identify gaps, refine your message and build a pitch that resonates.

Tags:Advice & Counsel|Marketing Communications|Media Relations|Strategic Planning