Pitching for a Homerun

If you spend time networking, or if you are the owner of a small business, you are constantly on the lookout for ways to promote yourself. You have a business card that has your contact information, and a website that has more detailed information about your business. However, you need something more – you need to be able to get the person holding your card to visit your website, and then you need to be able to convert them into a customer.

The topic of this article is about how to convince a random stranger into visiting your website for additional information about you and your business.

You need to be memorable

The person who is receiving your card, regardless of the context in which they received it, likely comes across dozens of requests for their attention on a daily basis. Since your new friend is not currently in front of a computer, you need to make sure that the person will remember to look you up. That means you need to do or say something that is memorable to keep you in their mind.

You need to be relevant

If you’re selling expensive vacations and meet someone at a seminar on how to save money and get rid of debt, you’re in the wrong game. Being so far off-topic might make you memorable, but not in the way you want. Make sure that what you’re pitching is relevant to the person being pitched to – it will increase the chances that the person will want to find out more about you.

You need to be concise

I was at an event a while ago in which one person managed to be both relevant and memorable – but he took almost 5 minutes to get through his pitch. That ensured that not only would I not look him up, my memory of him is someone who I would not want to do business with. To avoid that, make sure you can throw your pitch in under a minute, and ideally in under 30 seconds.

You need to be clear

People need to be able to understand what it is your business is all about. If it takes a PhD in Astrophysics to understand your pitch, then you either need to rephrase your pitch to a more simple level, or be at the National Convention of Astrophysicists. Trying to make your business sound complicated doesn’t impress people, it bores them, and drives them to look for someone else who speaks their language.

Summary

In brief, you want people to remember you in a positive light, and to be able to relate quickly to what you do. If you can’t explain what you do in under 60 seconds (at least a partial explanation), you really should consider reworking your pitch.