As speakers, we want to be our best when on stage. Especially if delivering a pitch about our product or service! What can you accomplish in a one-minute pitch? A lot.
We want to sparkle not just in what we say, but in how we look! Especially when being taped by those high-definition cameras. Because I utilized the knowledge and skills I’ve gained over the years, I prepared, practiced, and delivered a successful pitch about my book. In this post, I outline what I did. One thing for sure, I didn’t wing it! You shouldn’t, either.
The Background
Participants of the Craig Duswalt Rockstar Marketing events that wrote a book utilizing his book-writing program have the opportunity to do a one-minute pitch from his stage. A great marketing opportunity because:
1) The pitch is to a large audience – 300+ cheering attendees.
2) The pitch is professionally videotaped.
3) A copy of the pitch is made available to download and use as you wish.
So, this is a marketing opportunity not to be missed.
The One-Minute Pitch Opportunity
I attended the April 2018 event (these are held twice a year – the spring and again in the fall) for three reasons:
1) To network with like-minded people and learn new ways to market effectively.
2) To pick up my order of the “Women Who Rock 2” book for which I am a contributing author.
3) To pitch the publication of my newest book “Thirty Tips to Get Out of the Pits.”
The book-pitching session was initially slated to take place Friday afternoon.
Preparing for the One-Minute Pitch
First of all, I knew what to focus on. Three critical aspects of presentations: content, appearance, and delivery.
The Pitch Content
Since I spent considerable time and effort in the past studying marketing techniques, I incorporated the following vital components in my pitch:
1) My name
2) The title of the book
3) A physical copy of the book
4) A bit about myself as an authority to write the book
5) What is in it for the audience to read the book
6) Where to get the book
7) My website
That’s much content to deliver within sixty seconds! I did my homework!
Rehearsing the One-Minute Pitch
On Thursday afternoon and evening, I practiced, over and over again, my one-minute pitch. The benefit of doing this is to “hear” the flow of the words and to discover which phrases might trip me up when “live” on stage. There was one phrase that was problematic. It was the single sentence where I manage to explain the content and intent of the book. The sentence was long and a bit complex. I used the technique of professional musicians when they stumble on a difficult passage. They stop, practice those few bars over and over and over again until smooth, then proceed. I practiced the challenging phrase over and over and over and over again until nearly rote. Any other words that didn’t easily roll off my tongue were drilled, too. My friend timed me to make sure I was within a minute.
Appearance
The following morning I wore clothes, makeup, and accessories with the high-definition cameras in mind.
Make-Up:
I used the makeup products and techniques I learned from an award-winning make-up artist – Sally Van Swearingen.
• A special concealer designed for high definition cameras on parts of a face that easily shadow in bright lights – like the deep pockets around the eyes.
• A highlighter to bring out my eyes and the center of my forehead and chin.
• A light powder to minimize shine.
Clothes:
I dressed according to what I learned from a retired Hollywood costume designer, Karen Hudson. Her claim to fame was serving as the lead costume designer for the groundbreaking TV series “Hill Street Blues.” She has written a book titled, “Dressed to Speak.” I highly recommend it. When it comes to dressing, Karen teaches, the goal is to minimize any distractions so that the audience (and cameras) focus on the face. Therefore, I wore:
• Pants. Dresses can be tricky when on stage, especially elevated ones. You know, the audience looking UP…
• Dark underwear under my black pants. So important because high-definition cameras can see through fabrics. I did not want the camera to see light underwear through my dark pants. How embarrassing that would be.
• A long sleeve shirt so my chubby white arms would not distract the audience from my face.
• A single colored top. Patterns can cause problems for the camera and distract the audience. I wore a white top. Shiny fabrics can be problematic too in that they reflect the stage lights.
• A light-colored bra under the light-colored top for the same reason I wore dark underwear under dark pants.
Accessories:
Accessories like jewelry can cause a tremendous amount of distraction – especially if they sparkle or dangle.
• Glasses: Glasses can reflect the stage lights and hide the eyes. I wore a pair of one-day contacts lenses so I could forgo the glasses.
• Jewelry: I wore a simple pair of earrings that did not dangle. I choose to wear no necklace.
• Feet: Socks and shoes should blend with the pants. I wore black socks and black shoes.
The Delivery of the One-Minute Pitch
Friday morning I was ready to go! Unfortunately, the book-pitching session did not happen. I presumed, given the time constraints and the full agenda on Saturday, that the book-pitching session would be postponed until the next marketing event in the fall.
I was wrong.
Craig set aside time early Saturday morning to do the book-pitches. I was not prepared! I had on a top that exposed my arms. I had on leggings instead of dress pants. My makeup wasn’t perfect for the camera. However, there was nothing I could do. There was no time to go to the hotel room and fix my appearance. Fortunately, my friend, who was wearing layered tops because of the cold room, lent me her black long sleeve thermal top. I rushed into the women’s restroom and put it on under my tunic. It was too big, but I knew the importance of having my arms covered. I traded looking fashionable for the focus on my face and words. I didn’t have contacts on, so I took my glasses off.
The Results of the One-Minute Pitch
The first speaker probably did not spend much time preparing. And, consequently, went way, way over time. Craig was a bit agitated. I was next. I took a deep breath, climbed the stairs, shook Craig’s hand, and did my thing. As a result of my hard work, the content just rolled off my tongue. The audience was engaged. Enthusiastic. However, I did go a wee bit over time. I completed all I wanted to say in one minute, twenty-five seconds. The extra time was due in part to the audience cheering and applauding. I couldn’t talk while they were doing that.! In addition, I forgot that a talk is about 33% longer when delivered in front of a live audience. I should have aimed for 40 – 45 seconds when I practiced. All in all, I was pleased with the result. So was Craig. Later that afternoon a woman that hosts a favorite radio show walked up to me and said, “Wow, you really nailed it up there on the stage.”
See for yourself.
In Conclusion
As you now know, great pitches don’t just happen. When presented with a marketing opportunity – such as a one-minute pitch about your product or service- you want to develop compelling content, practice for a smooth delivery, and be appropriately dressed. Be mindful of these critical components and you will not only look and sound good, but you help the event coordinator look good too.
