What good is a brand if no one wants to buy into it? Your company may be the next big thing, but if you can’t effectively sell it to consumers, investors, and influencers, you’re in a load of trouble.
Pitching for new business is about everything from the numbers to the branding to the “wow” factor — but you’ve already got those fully locked down. What separates an exceptional brand pitch from a good one is some big picture thinking. Take a step back, adopt a new perspective, and get ready to sell. Here’s how you can do just that:
1. Have a story to tell.
There are a number of fundamentals to keep in mind when creating your pitch, but none is more important than the art of storytelling. It doesn’t matter how jaded a potential investor is: it’s impossible not to be compelled by a well-crafted narrative.
Brand consulting firm The Blake Project once determined that up to 90% of decisions in business are based on emotion; keep that in mind as you create your pitch. Frame the history of your business or product the same way you would a blockbuster movie: ups and downs, highs and lows, ultimately leading to a triumphant ending for everyone involved. Grab them with a story, and they’re sure to stay for the rest.
2. Be on the same page as your creatives.
It’s easy to imagine a great pitch by yourself — beautiful design, dynamic photos, exciting language, and so on — but creating one is something else entirely. When you brief the creatives responsible for bringing your brand’s vision and story to life, they need to know exactly the impression you’re trying to get across to your audience. Inconsistencies in communication or verbiage could easily lead to your pitch materials coming up short of what you imagined.
You can circumvent these pitfalls by sticking to a strategy while building your brief. Brand management firm Gurulocity recommends following the S-I-A model: strategic, inspirational, and agreement. This means that creative briefs need to be strategic and inspirational in order to be successful, and that you need to always be in lock step with your creative team. Once you’ve all achieved perfect synergy, a standout pitch is surely in the pipeline.
3. Keep it simple.
The last thing you want to do is overcomplicate things. The more complicated your pitch is, the more opportunity you’re giving yourself to make mistakes. A recent analysis from document sharing platform Docusend shows that investors now spend about 2 minutes and 45 seconds on average looking at a pitch deck — if you can’t get across your core message, key figures, and other crucial information in that timeframe, you’re doing something wrong.
Before you even start developing your pitch, decide on the exact information you want anyone who receives your pitch to walk away with. Once you know what that is, build your pitch around that: emphasize the key points and transition between them smoothly. Someone completely unfamiliar with your business’s operations should be able to get the gist in under 3 minutes; if they can’t, something needs to hit the chopping block.
Just because you have a great business doesn’t mean that you automatically have a great pitch to sell it with. Proceed slowly with your pitch-making, give it the attention it deserves, and always focus on whoever’s going to be on the receiving end of it — they’re the ones who will ultimately determine whether it’s successful or not.