The only solution to a lousy pitch is something more fundamental: establishing and having an authentic, meaningful, and differentiating brand story.
A pitch has three parts that together become a story.
This is the focus of this week’s One Minute Wednesday.
A Lousy Pitch vs. The Compelling Story
To understand what’s right, sometimes you have to look at what makes something else wrong.
Thus, we clarify what makes up a lousy pitch by analyzing what goes into a compelling story:
Every compelling story has:
- An aspiration
- A hero
- An opponent
Together, they make any story compelling which lays the groundwork for any great pitch, whether a sales pitch or a brand story.
Above is the exact anatomy to eliminate that horrendous fate of saying something you wish you could take back.
The End of a Lousy Pitch
Without these three components, you’re dealing with the devastation of empty words, meaningless marketing, and shallow promises.
Even worse, your story will be empty, lacking any humanity or relevance.
Specifically:
- Without a hero, there’s nobody in your story to forward (or seek out) the goal.
- Without a goal, there’s no aspiration. People aspire to new achievements.
- Without opposition, we lack the challenge between our current state and that new state we yearn to achieve.
Without the aspiration, the hero and the opponent (or barrier to overcome), you wind up with a lousy pitch whether you’re in sales, in marketing, or seeking to inspire your culture or colleagues.
There’s an exact goal we each seek which I outline here:
This gives you a roadmap to unleash your brand’s potential.
I’d love to hear how you’re doing it.
