As part of what I do, I have the privilege of ‘auditing’ pitches before they are delivered to potential clients.
Since I come from an advertising agency background, I am asked to work in that world.
Most agencies focus on what they do – the stuff they sell, the services they deliver, and for how long they have been doing it … often getting into case studies involving long stories of what they have done in the past for other clients.
Why? … maybe because cutting and pasting from the previous pitch is easier … or maybe it’s because they have never put themselves in the client’s shoes and asked, ‘So What?’
Assuming the pitch is rehearsed (and it should be at least ten times whether it is being delivered live or virtually) … every story, every point you make, and every slide must answer one simple question – ‘So What?’ … and if it doesn’t … cut it!
Here are a couple of suggestions.
Find Your Edge: Adopt a sharp, single-minded proposition that defines specific value that you will deliver for the client and sets you apart.
Change the Format: Move away from passive slide decks; make the pitch an interactive workshop where the client experiences collaborating with you.
Don’t Talk About it … Just Do it: Don’t talk about being creative, show them in everything you say and do … actions speak louder than words. Genuine creativity takes time, and those reliant on AI for ideas are simply raising the water level in the sea of sameness.
So What? – Stop talking about your history and start proving their future—because if your pitch does not answer “So what?”, the client will.
