The Perfect Pitch
"You cannot be mad at somebody who makes you laugh - it's as simple as that."
Jay Leno
The band rocks and people are on their feet. Jay Leno walks out and immediately starts shaking hands. He's connecting, interacting and setting the stage for the challenge he faces every show, hundreds of times a year. Even after 18 seasons headlining at NBC he is still doing the same thing you do every day. He's pitching ideas.
I don't care who you are, the president of the United States, CEO of the company, Chief Marketing Officer, director, manager, salesperson, producer or the host of a big-time network talk show - you are constantly having to sell your ideas. You have to get in front of the right people and make sure those people understand you well enough to act decisively.
All You Need Are Great Ideas
"There is no off position on the genius switch."
David Letterman
Coming up with a great idea actually isn't very hard. There are literally millions of fantastic ideas out there every day and tomorrow there will be a new crop. Doing something with the idea is hard … extremely hard. Before you even begin take a moment and inspect your "spark of brilliance." There is no point in trying to propose an idea that's not going to make a significant difference.
When It Works & When It Doesn't
Now imagine that you are a stand-up comedian. It's just you and the audience. You know very quickly if they are buying your ideas because they laugh. Somehow Jay Leno, David Letterman and Conan O'Brien make it seem effortless night after night. Comedy is serious business and each of these "top bananas" knows they have to sell their ideas fast. If you don't see yourself in first few moments of their shows you are gone in the click of a remote.
Two Realities Of Pitching Ideas
Presentations skills won't do it. Videos, PowerPoint, storyboards, gimmicks won't do it. You have to understand the Two Realities Of Ideas. Let me warn you, they are rough on your ego.
Reality #1 - It isn't your idea. Don't even think you own it. You can't sell "your" ideas. Make them the decision-maker's ideas. Focus on results and not on getting the credit. If it works the right people will know who came up with it. If it doesn't work then everyone will know who came up with it.
Reality #2 - Make them feel smart. You'll never sell an idea by making people "wrong." You don't want them to "agree" with you. You want them to realize that your idea "agrees with them." It fits into their way of thinking. You aren't there to impress them with your intelligent. You want them to feel very smart by seeing the value in the idea.
Learn From Leno
Ready to take center stage and become the headliner? It takes material, preparation and performance. Here's how to make it sizzle and not fizzle.
Bring Your "A" Material
They aren't buying you or your idea. They are buying all the things the idea will do for them. So describe it in the simplest terms. They have to understand it, see the value, personalize the value and appreciate the value. They don't need every detail.
Don't fall in love with your ideas or overestimate the benefits. Test the idea before you get there. Every comic tests her or his material before the big show. Don't fall into, "I came up with the idea all they have to do is make it work." It doesn't matter if your presentation and persuasion skills are in the Guinness Book of World Records a well-tested idea trumps you everytime.
Know The Room
Know the decision-makers or your audience. Play to everyone in the room and not just whom you perceive is the top dog. Take the time to explain in their language. If you think you are there to educate you are "shooting above the room."
Rock The House
I realize this may seem a little obvious but know what you are talking about. If the client or decision maker decides that you don't know them, their business or their challenges then the BS meter goes off and you are registering negative trust. Start strong and talk about them.
Don't wait until you start to set the expectations. When the "big three" step out you know what to expect. It's human nature to be uncertain about how to react and the people you are hoping to persuade are no different. Leno, Letterman and O'Brien are masters of setting up an audience. They let them know that it's okay to laugh. When you are selling your idea you want to set up the people on the other side and let them know that it's okay to question, comment, contribute and agree.
Always Leave Them Laughing
End with something memorable, your hook - the biggest "ah-ha" moment. Sum up the need that the idea solves or the opportunity it creates. Pinpoint the main advantages of adopting the idea or the potential loses of not adopting it. And explain why you think the idea should be adopted.
Will you always be a hit? Nope and neither are the "big three." Each one bombed a thousand times. But they can share one more lesson. Not every idea will be valued, believed and adopted. If your idea is rejected you still want to be accepted. That way you can come back again with another exceptional idea that will make a significant idea. Pitching ideas never ends.
"If you work really hard, and you're kind, amazing things will happen."
Conan O'Brien
If you like this article then check this out:
Let's Get Dangerous - Surfing, Beach Towels & Your Play-It-Safe Marketing
The Gutsiest Business Strategy Ever - Scratching The Value Itch
Is Your Marketing Like A Trip To Hell's Kitchen? Make It Faster & Smarter
Special Guest Illustrator
From time to time we feature the work of a talented illustrator to help catch your attention and make the point. Pat Bollin is a professional artist in Atlanta, Georgia who is incredibly versatile. From illustration, to caricature, to comics and even sculpture Pat does it all. There's a lot to see at www.patbollin.com. Please check him out.
Scroll down - there's much more!
Please Subscribe! There's a new article every week and we are determined to give you valuable information you can use to be successful and make more money. So, go to the Be The First To Know box and just fill it in.
Andy Johnston is an multi-faceted communication professional with deep experience from strategic planning, to messaging, to marketing, to media, to events, to training, to creative direction … and there are several other ”to’s.” Andy is known for his energy, creativity and his unique ability to discover the key results that must be generated – and then to develop ingenious ways to engage and motivate audiences.
Posts
