| We've all heard of the "elevator pitch" - an overview | | | | - What's unique about the speech? What angle on |
| of an idea for a product or service which gets the | | | | this topic will your client take that's different from |
| point across quickly. | | | | that of other speakers? |
| Entrepreneurs pitch their ideas to venture capitalists. | | | | - Why is the speech important or interesting to this |
| Job seekers are encouraged to develop a compelling | | | | audience? You'll have to convince the conference |
| elevator pitch to land an interview. Speed dating has | | | | organizer that it's worth time on their agenda. For a |
| even introduced the elevator pitch into our romantic | | | | pitch to be compelling you also need to: |
| lives. | | | | - Pitch ideas, not just topics. A speech should be |
| What about speechwriters? Why should we bother | | | | newsworthy, informative, even controversial. Will it |
| to develop an elevator pitch for a proposed speech | | | | make the audience sit up and take notice? |
| topic? Why not just get on with it and start writing? | | | | - Understand what the conference organizer is |
| Pitching your ideas | | | | looking for. The speech must connect with the |
| Freelance writers and journalists are used to pitching | | | | theme of the meeting. |
| a story idea to an editor. They write a brief outline | | | | - Reassure the client. They need to be sold on the |
| of the topic and the approach they'd take. Based on | | | | idea that this will make them look good and advance |
| this, the editor can determine whether the idea suits | | | | their own agenda. |
| the needs of the publication. In other words, they sell | | | | Multiple advantages |
| the story to the editor before they write it. | | | | A pitch is effective if it secures a booking for the |
| Whether you are freelance speechwriter or work in | | | | speaker. But the real payoff comes next. |
| government or private industry, pitching an idea for a | | | | There are a number of side benefits to a great pitch. |
| speech has a number of advantages. It's a proactive | | | | The pitch can be easily repurposed into a speech |
| move that shows you are a true professional. | | | | abstract for the conference agenda. |
| Peter Giesinger, a speechwriter based in Canberra, | | | | These are often required weeks in advance of the |
| Australia, uses pitches in two ways. He crafts a | | | | event. It can also serve as a blueprint for the full |
| speech outline to pitch an executive he's representing | | | | text. The tight focus on the core message of the |
| as a potential speaker for a conference. If the | | | | speech will keep you on track as you work through |
| conference organizers express interest, he uses that | | | | the various drafts. |
| same outline to pitch the executive on the idea of | | | | Michael Gury, a New York-area marketing and |
| delivering the speech. | | | | branding expert, finds the effort he puts into |
| Giesinger has found that for his pitch to succeed, he | | | | researching the pitch pays off. The details he gathers |
| must do his homework. He researches the | | | | about the venue, locale, and organization help make |
| opportunity in depth and sees whether the event | | | | the speech unique. This is useful when, as with many |
| aligns with the speaker's expertise and priorities. He | | | | freelancers, he might not know the client well enough |
| determines whether the proposed topic is relevant to | | | | to be able to write in their "voice" - especially if it's |
| the specific audience. Only if it checks out will he | | | | the first time he's working with them. "The research |
| proceed with the pitch. | | | | helps add tidbits to flavor the speech," Gury says. "It |
| Elements of the pitch | | | | can make the moment special for the audience." |
| The main aspects of the pitch include: | | | | So don't just sit around passively waiting for your |
| - What is the speech about? Be sure to include the | | | | next assignment. It's time to wind up and pitch your |
| Who, What, Where, When, Why, and How of the | | | | ideas. |
| event, the topic and the speaker. | | | | |