Over the course of my career I’ve had the privilege of producing over two dozen integrated marketing campaigns, along with well over 50 TV commercials.
And each and every one of those projects required some form of approval before they got made.
So along the way it’s safe to say I’ve been a part of a lot of pitches.
And not all of them went well…
Between having a President walk out of a presentation, a client shut down a pitch mid-meeting, getting ghosted by a Committee, and even being laughed at (literally) by someone I was presenting to, I’ve just about experienced it all.
But along the way, I kept a list of what worked - and what didn’t - and tried my best to get better, pitch-by-pitch.
The result has become my Top 10 Principles of Pitching, a living list I lean on anytime I’m working on a big idea.
So, are you ready? Because here it is…
Seth’s Top 10 Principles of Pitching
1. Start with Listening, not Pitching
“Seek first to understand, then to be understood.” - Stephen Covey
The first job of pitching big ideas is to build rapport
People don’t think heard, they feel heard
Big ideas are risky and risk requires trust
Small misses can cause big issues down the road
The Takeaway?
Before people can buy into your big idea they have to buy into you
2. Slow Down and Align on Strategy
“Slow is smooth and smooth is fast.” - Navy SEALs
Align both formally and informally
Understand the needs of the business
You never want strategy feedback by way of creative
If you’re not aligned on strategy, do not pass go
The Takeaway?
Marketing strategy is business strategy and big marketing ideas solve business problems
3. Socialize Big Ideas Early & Often
Surprising people in the room is about ego, not strategy
Big ideas are built in the open
Embrace feedback early
Focus on ideas, not execution
Credit is the enemy, so make the idea theirs
The Takeaway?
If you want to ship great work it can’t be yours
4. Be Sure to Prime Your Audience
Be intentional about the timing and environment of the pitch
Consider everything from coffee to chairs and your cold open
Reference the work that got us here
Don’t rush the close
The Takeaway?
Create an environment that fosters a “Yes”
5. But Remember, It’s Not About Getting a “Yes”
It’s about getting them from “No” to “Not yet”
Great ideas are often too big to be approved in the room
Pitching - like ideation - must be iterative
Get the feedback you need to make it better
Just keep the idea alive
The Takeaway?
Don’t make the moment bigger than it needs to be
6. It’s About Show and Tell
Sometimes we have to do the work before we get to do the work
Casting and campaign books are a secret weapon
Make the pitch sensory
Present possibilities and then debate the details
The Takeaway?
Don’t ask someone to imagine something you can show them
7. Now Give Them Something to Say “No” to
Make them ultimately say “No” to not just an idea, but a proposal and a plan
As you iterate and pitch, do everything you can to make it as real as possible
Don’t say “No” for them
The Takeaway?
Make the pain of saying “no” more powerful than the fear of saying “yes”
8. Deliver on the Promise
Nothing snowballs faster than success
Always deliver on what you sold
The more you win, the more you can piggyback your pitches
“Extension campaigns” are a trick up your sleeve
The Takeaway?
Your reputation is bigger than any big idea
9. Play Winnable Games
Be intentional about everything within your own control
Be aware of fixed and variable constraints
Don’t wait for perfect conditions
Always ask, is this a winnable game?
The Takeaway?
We choose the games we play
10. Not Checkers, Not Chess
Pitching great work isn’t a simple, rudimentary process, like playing checkers
But it also doesn’t require elaborate or complex strategy, like playing chess
Great pitching is like baseball, because the best in the business still lose the majority of the time
The Takeaway?
You’re only as good as your last at bat
Final Thought
It’s easy to get caught up in the emotion that comes from pouring yourself into a big project, only to have it shut down on the launch pad.
But every time a big idea of mine dies, I try to remind myself what a privilege it is to play the game.
Because in our world, we don’t sell soda and we don’t sell potato chips. The more our marketing works the more we are reaching right-fit students and connecting them with programs that have the potential to propel them forward.
It’s meaningful work and it’s an honor to be a part of it.
So the next time you get a “No” and that big idea goes back to the back burner, just remember what a privilege it is to play the game, take some notes, learn from it, and get ready to try again.
About The Author
Seth is the founder and CEO of Kanahoma, a San Diego-based performance marketing agency on a mission to build a better agency for organizations building a better world.
You can learn more about who we are and what we do at www.Kanahoma.com.