Can you do it in 60 seconds?

If you can get past the mild innuendo in the title, you'll realise that this post is actually a follow up to my most popular post - The True Value of Networking

Most networking groups (or referral marketing groups…) will tend to give their guests a 60 second opportunity to “pitch” their business or service. Novices, even with guidance, tend to give a shocking pitch. In this post I want to give you some pointers, and at a later date, a video to one of my pitches for your comments. (Risky move I know).

Scripted pitches don’t work – Communication is mostly non-verbal, therefore, standing in front of an audience with a piece of paper and reading word for word off a sheet you’re holding won’t get you anywhere.

As a representative of yourself and your organisation, you should be knowledgeable enough to do a pitch without even THINKING about what you need to say. Unscripted pitches (unscripted is NOT the same as unprepared, always be prepared) are often the best. They get your point across, without written scripts or aids, and they contain emotion.

Make it emotive – this is simple Psychology. Where were you when Princess Diana’s death was all over the news? What about the Twin Towers Disaster? Or when Gazza rocked up with chicken and beer?

Now tell me what you ate on 14^th June 2012?

Being memorable is an important part of any pitch. It’s your most powerful tool, even if you only say 3 words. Appealing to emotions increases the number of connections in a person’s brain, meaning that particular memory is more accurate and easily accessible.

Pull on the heart strings, be funny, be controversial, bring a memorable aid (I usually bring an RC helicopter), play a game, make a prat of yourself (I often do!) – be unique!

Don’t fall into the trap – That “guide to 60 seconds” you get when you join a group – scrap it. It’s useless! How can you be unique if EVERYBODY is doing the same thing? The only rule you’re given is to be no more than 60 seconds. Make the most of them.

Be clear and concise - Don’t waste 45 seconds of your 60 explaining what you do. You have a target audience, appeal to them. Nobody else matters. Think about what you want to achieve before the meeting, and don’t tell them what they already know. If you’re company is called “JB Graphics” it’s already done for you. Instead, spend that time engaging the audience and picking out the ones you want to talk to.

Engage the audience – with questions. “Do you work in marketing? Are you looking for expert, bright and dynamic graphic designers to support your work?” You’ve immediately identified the people you need to speak to.

Be careful - your questions may disinterest the audience, so make sure you know who is in the room, and make sure your pitch is appropriate. The alternative is to broaden the brush, or request one to ones so that you can find out more about them (not their business, and not the other way round, that will come naturally)

Mix it up – if you are a member at an organisation like BforB, you will be pitching to the same people every fortnight. The second you start your usual pitch, they will switch off. In a networking group where the members support each other, this is nothing short of a disaster. Make sure each pitch is different. Start in different ways, use different props, use different lines, but always be consistent with your message.

DO NOT go over 60 seconds – It’s your one and only rule. Don’t abuse it, other people will resent the fact that you get away with it. If anything, you should use as little as possible. Mix it up and try to do a pitch in 30 seconds. The results might surprise you.

Finally, and importantly, don’t separate yourself from your organisation. Live and breathe what you do, after all, “people buy from people” so what you portray should be representative of you and your company. If people like you, people will like your company, so let your personality do the hard work. Think of it this way – you wouldn’t have been hired if your personality didn’t fit in the organisation’s culture.