If you were presented with the opportunity to pitch your brand/product/service directly in front of your dream customer audience, what would you say? If there was a venture capitalist looking to invest in a company, how would you convince them to choose you?
Being able to pitch your brand is one of the most important marketing steps that you can take. If you are an author or artist, you need to sell yourself. If you are representing an organization, you should know how to sell your company – quickly!
Here are some tips on how you can pitch your brand and stand out:
Understand Your Niche: If what your uniqueness sounds like every other brand’s description of unique, then you’ve got a problem. What can you brag about that no one else can? If you need some help with the process, try using15secondpitch.com – it’s a free service. Remember, do it in a way that is easy to remember and for others to connect to. Don’t list obscure artist influences, etc.
Choose Wisely: Don’t use the same pitch for every person. Each person has different motivations and interests – your pitch should appeal to them. Understand who your target audience is and find the message that resonates with them.
Do Your Homework: Find out as much as you can about the person you are contacting. Address them by name. What kinds of companies do they enjoy working with? What’s their past career experience been like? How can you connect to them better?
Keep it Short: We live in a microwave society, everyone wants you to get to the point quickly. If you can’t explain why you stand out differently than your competitors in 3 sentences or less, it is unlikely that you’ll get any further. Remember, the point of a pitch is not to secure the sale. The point of a pitch is to create enough interest for them to want more information so you get future, deeper conversations about the deal you want.
How Short?: If the entire email is less than two paragraphs, you’ll be fine. Just be sure to measure every word and see if it is unnecessary. Does every sentence serve to entice them to want more information? Just as pop music has an optimum song length of 3:30 for radio, there’s an optimum email too. However, those pop songs are filled end-to-end with memorable hooks. By the end of the email, you want that recipient singing your praises too!
Spit It Out: Be sure to include your objective. Make it easy on them, tell them what you are looking for, even if it’s just a 15-minute phone call or meeting. Give them a reason to call you.
Don’t Forget: Include your links, contact information, and give them a reason to call you or respond. If there’s something of value that you can offer, it’s more enticing for them to follow up with you.
If you’d like me some extra help with your 2 line pitch, feel free to post it in the comments below and we can chat a bit more about what you are doing.