Most pitches and presentations can be judged under three headings. Firstly, those that are little more than a one -way proclamation and re-gurgitation of a document, typically chart or PowerPoint heavy on supporting facts and track record. These are “information transmissions”. Few succeed.

Then we have the “professional communications” covering a majority of pitches, where a few key messages deemed important to the audience are coherently and clearly articulated. Unless they are up against the final group, many will succeed.

The final ones, the ideal, are those that make “emotional connections“. These are pitches built around the understanding that people (including prospects) might conclude rationally but they act emotionally. And an emotional response  to a pitch calls for performance! As Paul Arden, in his world-best-selling-book, said when you pitch “you are putting on a show”.  Continue reading →