If you were buying a gift for a close friend with a special birthday, you would choose something that she would like and deliver it so that she receives it.
This mindset is helpful when creating a pitch or a presentation.
If your message is a special gift and you want your listeners to really ‘get it’, then tailoring the content and delivery to the needs of your listeners will feel natural.
When entrepreneurs are creating a pitch, it is tempting to start with the founding story, team background and product details. I get it. It’s fun to talk about what we know well.
However, to be remembered and impactful, the content needs to be what your investor wants to hear. Take the time to think of what would be compelling to your ideal investor.
Last month I wrote about the importance of being authentic, showing your personality and making a connection to your listeners. I am often asked:
“How can I be both audience-focused and authentic?”
The mindset of the gift helps us to find that balance. Create the content with your listeners in mind. Then deliver authenticity. Show your enthusiasm and personality, as if you were delivering a carefully chosen gift to a close friend.
Creating compelling content is a process worth the time. The first step is to describe your ideal investor so that you can tailor your message to them. Like a great marketing plan, the more targeted, the more effective. You might even have several versions of your pitch for different types of investors.
Creating a great pitch is not about you. It’s about them.