Channelzero relish the competition of a pitch and over the years we have started to see a pattern in our winning presentations.
A well executed pitch is at the very pointy end of persuasion. Aristotle’s rumination over the art of persuasion is still relevant today. He believed that you need the perfect proportions of Egos, Logos and Pathos to persuade someone effectively. Where:
EGOS: Credibility (title, experience)
LOGOS: Logic (data and stats)
PATHOS: Passion (your enthusiasm)
There is an interesting study performed by Germaine Carmine who investigated the conditions relating to the most peresuasive TED Talks. She would assign a score for egos, logos and pathos to each of the sentences in the TED talk and concluded that the most persuasive videos followed the following balance:
So, show you are credible, throw in some stats and present with bags of passion and you are on the right track. However, to really connect you must INVOLVE your client.
A Stanford University study by Rod Kramer called Assessing Creativity in Hollywood Pitch Meetings unveils the psychology behind the pitch. Of the pitch meetings witnessed, the most successful ideas resulted from an interaction between the writer and the financiers. Rather than pitching a shiny plot line all finished and tied up with a bow, the most successful candidates would allow for some collaboration. On top of showing their credibility (I wrote Independence Day and Titanic), the logic (the market potential for this production is $1bn) and passion (this is going to be the greatest production ever!), the most successful pitchers treated the meeting like a mini workshop allowing for time and flexibility to spitball ideas.
So winning pitches is just as much about the catcher as it is about the pitcher.