I led two masterclasses on pitching yesterday, at a PR company I won’t disclose because my clients are always confidential. One thing became apparent during the session: everyone wanted to pitch their client to me.
Which sounds perfectly logical. But it’s not.
One of the delegates came out with something like this: “Hi, I’m calling with a photo-opportunity. My client is coming to the UK and will be making a speech to his/her employees, and you’d be welcome to come along with a photographer.
Her colleagues congratulated her on the pitch and her manner was indeed superb. The pitch, however, would most likely have died on its backside.
The pitch isn’t about you, it isn’t about me
The problem with the pitch above is twofold. First, it’s all about the client. It doesn’t have to be about me, whatever some journalists tell you, but it’s absolutely got to be about my readers. Consider it again: there’s a photo-opportunity (which sounds a bit manufactured anyway), there’s a chief executive and there’s a speech.
I know nothing about the content or whether it’s going to be relevant to my readers at all at this stage.
The second problem is related to that first one: the delegate had actually pitched me the process, the mechanics of what his or her client was doing, and stopped there. You get limited time with a journalist on the phone. Why would you focus on the process rather than the content? (Come to think of it, why do so many people phone me and start “I’m just giving you a call”? I know that bit already…)
Start at the end
Here’s the way I’d do it. Start from the final output you’re looking for. Imagine you’ve prompted me to write an article. It’s in the paper, on the web or wherever, and you’re happy with the coverage and the headline.
Ask yourself: what does the story say? And what’s the headline?
Now back in the real world, pick up the phone and pitch me that headline. Never mind the process, never mind that your client has done a survey of 3000 clients, never mind that your organisation is in the top ten widget suppliers to the small business market in the UK – that’s background.
Lead in with the story. Tell me that your client has found that half the people who believe they understand IT security still have the default passwords on their phones. Tell me that your business has enabled someone to increase productivity by 30 per cent, meaning they’ve avoided making redundancies. Tell me why someone’s life is better because of your client.
In fact, just tell me the story. If it’s a good one I may well be interested.
Do you need help pitching to journalists? My pitching masterclass is ready to go – fill in the form below or call me on 07973 278780 and we’ll talk.