The document provides tips for pitching ideas to shareholders or other stakeholders in a way that engages their attention and meets their needs. It advises framing the pitch around what the stakeholder wants, not what you want, by highlighting how the idea solves their problems or helps them achieve their goals. Pitches are more likely to succeed by making the idea intriguing rather than complicated, focusing on benefits for the stakeholder rather than your own efforts, and offering a range of solutions rather than a single idea.

1. How to Pitch Your
Shareholders Like
the Media
Terri Trespicio
BXP Live
Feb 2018

2. As an editor, I used
to receive pitches by
the dozen.
Every hour.

3. Most of them I
ignored.

4. Joan Rivers’s death brought to light the dangers of
sedative endoscopies. There’s a safer but far less
publicized alternative, TransNasal Esophagoscopy, or
TNE. Dr. Jonathan Aviv, a long time advocate of the
procedure and is eager to share his insights.
…Joan Rivers died on Sept 4, 2014.
Sent: Monday, January 18, 2016 4:43 PM
Subject: Dr. Aviv on How Joan Rivers' Death Could Have
Been Prevented

5. Yes, it might be called the Tinder for Sugar Daddies. Swipe
left, swipe right, and build your stable of sugar babies from
your smart phone.
One of the best features in this modern version is the
Beauty Verification feature. It basically says: Show us your
no-make up pics, and we'll reward your profile with a Beauty
Verification Feature that proves your beauty.
“We believe in truth-in-advertising,” the founder says, “and
this verification feature backs it up."
Um, this is the worst.
SUBJ: NEW DATING APP OFFERS BEAUTY VERIFICATION

6. Terri,
I just came across your site, and I’m very impressed
with how you make your own boundlessly creative
home and lifestyle tips easy for readers to apply in
their own lives.
Would you please consider linking to furniture.com?
No.
[SENT TO ME DIRECTLY THROUGH MY WEBSITE]

10. Justin wrote me
again.

11. Hello,
We had contacted you earlier because we believe your
website visitors would benefit from knowing about
Furniture.com. Have you had a chance to look at our new
site yet?
…If you feel your visitors would find our site useful, please
consider adding it to your website. I appreciate your time
and look forward to hearing back from you!
SUBJ: FOLLOW UP

12. Are you serious right now?

13. What’s WRONG here?

14. Why these guys
are being ignored
! It’s tone deaf
! It’s not timely or relevant
! You have not made a
case for why I need this

15. They have not figured
out how their pitch
serves the other
person’s real need.

16. Ok. Let me give you
a little background.

20. I’ve spent my career trying to create
content worth reading and watching.

21. Today, I help individuals and companies articulate
what makes them stand out—and engage customers.

22. I delivered a TEDx talk that
has 3.5+ million views.
“Stop searching for your passion”

23. I’ve worked as an official TEDx coach and
will emcee a TEDx event in NYC in March.

24. LIVE!
June 7 & 8, 2018
NYC
2 days to your TED-worthy talk!

25. We made this
This is Paula Rizzo

26. Welcome to the
attention economy
! Everyone is fighting for
attention
! We have less of it to offer
! The price of your attention
just went up

27. Let’s define “pitch.”

28. Anything you’re
trying to get
attention,
resources, or
support for.

29. A pitch is a pitch. Is a pitch.

30. What if this was
your boss?

31. Or this?
…or this?

32. How hard would it be
to get their attention
—and keep it?

33. You’d have to know how
the media thinks.

34. Let’s say you’re…

35. …an author or expert.

36. …a frequent media
contributor

37. …a brand or business.

38. Ok, let’s go up a
level now.

39. Let’s say you’re…

40. …a freelance writer.

41. …a print or online editor.

42. …a show producer.

43. What to assume
about media
gatekeepers
! They’re overwhelmed and on
deadline.
! They’re distracted.
! They have heard everything
at least five times already.
! They’re underpaid and
probably hungry.

44. (Sounds a lot
like your boss)
! They’re overwhelmed and on
deadline.
! They’re distracted.
! They have heard everything
at least five times already.
! They’re probably just hungry.

46. But the
media also…
! Is hungry for a good
story, a new idea
! Wants you to impress
them or lure them out of
their glazed stupor
! Wants you to do the
heavy lifting.

47. Let’s talk about your
industry for a sec.

48. What attention means
for you….
Recognition
Greater demand
More resources
More opportunities

49. What you’re
dealing with…
! Time is tight
! Budgets are tighter
! Competition is rough

50. But also…
! Clients are dumping
agencies at a faster rate
! Your last great project
doesn’t give you a
creative blank check
! Creative & marketing
departments are being
driven by fear

51. Where attention goes, resources follow.

52. “At the crucial moment,
when it is most important
to be convincing, 9 out
of 10 times we are not.”
Oren Klaff, Pitch Anything

53. Why most pitches fail
“I’m really passionate about this.”
Driven by your desire,
not theirs.

54. Why most pitches fail
“We worked really hard on this.”
Assumes that effort
creates demand.

55. Why most pitches fail
“This is important.”
Implies that your work
is the priority.

56. Bottom line:
the person pitching is more
interested in what she gets
than in what she delivers.
Pitches fail when…

57. What we really want
is for our ideas to
sell themselves.

60. (Sometimes full-time jobs make us lazy.)

61. Here’s what I tell clients
and students:

62. Being good at
your job is not
enough
! You wrote a book
! You made a million dollars
! You’re a mom
! You’re a working mom
! You feel you deserve it
Doesn’t matter if…

63. ! What purpose your work
serves
! The other person’s
greatest incentive
! Solve their biggest
headache.
You also need
to know:

64. more attentiongood intention

65. Deadline-driven ! “I need a story on X—
stat!”
! “I need an expert n X—
stat!”
! “I need more (clicks,
reads, subscribers,
viewers).”
Customer-driven
Resource-driven

66. Deadline-driven ! “I need a story on X—
stat!”
! “I need an expert n X—
stat!”
! “I need more (clicks,
reads, subscribers,
viewers).”
Customer-driven
Resource-driven

67. Deadline-driven ! “I need a story on X—
stat!”
! “I need an expert n X—
stat!”
! “I need more (clicks,
reads, subscribers,
viewers).”
Customer-driven
Resource-driven

68. Your shareholders have the
same drives. Are you helping
them meet them?

69. Master your ability to
communicate the value of
your idea to someone else.
The way to get buy-in…

70. So why is this so hard?

71. We’re too
close to it.

72. We’re too
attached to it.

73. We haven’t made
it a win-win.

74. Let’s take a look at
the psychology of
pitching.

75. Oren Klaff
Raises capital for
businesses looking to
expand fast.
He does it at a rate of
$2MM per week.
Pitch Anything

76. “Though most of us spend less
than 1 percent of our time
doing it, pitching may be the
most important thing we do.”
Oren Klaff, Pitch Anything

77. Our brains are wired to
weed most things out.

78. “There is a fundamental
disconnect between the
way we pitch anything
and the way it is received
by our audience…”
Oren Klaff, Pitch Anything

79. A very short lesson in evolution.

80. A very short lesson in evolution.
Pitch Anything, Oren Klaff

81. A very short lesson in evolution.
Pitch Anything, Oren Klaff
Filters incoming messages

82. A very short lesson in evolution.
Pitch Anything, Oren Klaff
Interprets meaning,
social situations

83. A very short lesson in evolution.
Pitch Anything, Oren Klaff
Problem solving,
reason

84. A very short lesson in evolution.
Hey what’s up? Not much.
You?

85. A very short lesson in evolution.
I have a great
idea.
I don’t care.

86. A very short lesson in evolution.
You don’t pitch a smart idea from your neocortex to theirs.

87. A very short lesson in evolution.
You have to go around back, like everyone else.

89. Pitch Anything, Oren Klaff
• If it’s not dangerous, ignore it.
• If it’s not new/exciting, ignore it.
• If it’s new, summarize it.
**Do not send anything up for solving
unless the situation is extraordinary.**

90. 9 out of 10 messages that enter the
croc brain are coded:
boring,
dangerous,
or complicated.

91. In other words…
Next!

92. So how do you get around this?

93. The croc brain wants…
Simple.
Clear.
Nonthreatening.
PLUS: intriguing/novel.

94. Beware the curse of
knowledge!

95. You have an idea. A plan.
A strong suggestion.
How do you get
support?

97. OLD GOAL:
What you want.

98. Your new goal
What they want.
(And ultimately, what the customer wants.)

99. OLD GOAL:
Get a yes.

100. Your new goal
Get engagement

101. OLD GOAL:
Sell a single idea

102. new goal
Pitch a range of solutions

103. OLD GOAL:
Turn your shareholder
into a buyer

104. new goal
Turn your shareholder into a seller

105. How do you
structure a pitch?

106. 3 parts to a media
pitch:
The hook.
The twist.
The takeaway.

107. Why right now?
The hook.
The twist.
The takeaway.

108. Why is this different?
The hook.
The twist.
The takeaway.

109. What do I get?
The hook.
The twist.
The takeaway.

110. You can’t just sit there and wait for
the media to call you back.

111. Think like a
producer
! Why do I care
! Why does my
customer care
! Why this
! Why now
! Why you
! Why might I object?

112. Creatives have an
advantage
They never have just one idea.

113. the pitch fantasy (what we want)

116. reality is more like…

119. A better solution,
and a better experience,
for the customer.
you both want

120. Rethink your
instincts.

121. How can I make
them look good?
“I need this to look good.”

122. How important is it
to the customer?
“This is really important
to me.”

123. What is the
organization
working hard to do?
“We’ve worked really
hard on this.”

124. How does it fit in with
the rest of the co’s
objectives and goals?
“I want (us) to stand
out.”

125. What’s working
well right now?
“This isn’t working.”

126. (Don’t
underestimate a
positive word.)

127. “I feel your website needs
attention in terms of
rectifying moderate to
significant errors apart
from certain essential
elements to update.
Would you prefer to take
a quick look at all the
errors of your website?”
Screw you, Frank.
3:41am

128. Here’s the thing
about getting
booked in the
media.

129. Don’t just share ideas; do the work

130. The person who gets booked
isn’t asking to do the work.
She’s offering up insight &
value for the work she’s
already doing.

131. ! Be a resource, not a drain
! Lead with solutions, not agenda
! Be unattached to the outcome
! Have passion for work, without falling in
love with any single idea.
Remember to:

133. Get the slides
+
25 Questions
to your next
big idea
Text
“bxplive”
To
44222
Thank you!
Copyright © 2017 Terri Trespicio All rights reserved.

134. Copyright © 2017 Terri Trespicio All rights reserved.
bxplive
1. Text “bxplive” to
44222
2. Reply to text with
email
I will be in touch!
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