Checklist One in a series of five How to creatively and quickly generate original pitch material

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Checklist One in a series of five How to creatively and quickly generate original pitch material

Pitching is the end result of a complex process. Checklists remind us of dumb stuff we might otherwise forget to do or not to do. Habitual behaviors that are scrutinized and monitored also help us all to perform better and consistently. Compulsory pausing points like checks before take off means pilots get us there safely. Getting your pitch basics right means critical moments aren't missed and you build a pitch process and winning culture too. Pause to win. Check mate.

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• "Every pitch contains a decisive moment, the moment when they choose or reject your offering. That moment's birth is always before the pitch. It's born during your preparation and creative thinking time gestating weeks or days ahead of the pitch."
  The Pitch Doctor

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• Th number one job is to get EVERYONE who is going to be on the pitch and supporting it to a scoping meeting very quickly. Pitches are won by the best prepared and great ideas need collaboration and work to make them meaningful to you and your target.

• Ideally, hold this up to three days after the pitch invitation. Get all your pitch team plus biz dev/marketing support people in a room with natural light for an hour or so. Resources: flip chart paper, chisel tip pens, blue tack, coffee and chocolate cake. Brainstorm all your ideas using a SWOT process using flip chart paper and blue tack to walls, windows and doors. Soak up the ideas, then select the ten best reasons for them to choose us. Get the flip charts written immediately up as bullet points and circulate to pitch and wider teams.

  A Checklist to generate your pitch ideas at a scoping meeting

1Three best reasons for them to choose us are?

2 The win clincher is? if you don't know this you cannot win. Find out!

3 Identify up to 3 real life examples of bullet 1

4 If you can, get a strap line. Sky's "Believe in Better" blows me away

5 WOW factor? A service or a truly amazing piece of work you did recently

6 How hungry are we for their work? Does it motivate us? Why?

7 Elephant in the room? It will shit all over your pitch so deal with it

8 Their perceptions of us are? Talk to them to find this out. Don't assume

9 Who else do we need to talk to? Fast and don't be shy

10 If you were them who would you want for this job and why?

My 3 Top tips for pitch ideas generation

1. ONE Don't seek the PITCH THE SOLUTION at your first ideas scoping meeting. Stay off solutions and focus on identifying why and how you work the way you do and why you have chosen this approach and its success.

2. TWO Keep putting yourself in their shoes. What's on their mind? Why are they wanting people to pitch? What risks are they facing in choosing you? Facts and feelings.

3. THREE You usually need three meetings to get your pitch ideas working and complete:

•      One to scope out your rough ideas and get the client focus right

•     Two you try them out, shape and refine them and speak them out loud

•     Three to do a full dress rehearsal running through the pitch once or twice

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Pitch Doctor pitch secret Stun us with your imaginative pitch thrift. Touch the zeitgeist-today's vibe-and do a carbon neutral pitch. Leave the iPad at the office. Ditch the thousand dollar leave behind too. Get some pre-printed or hand crafted A1 paper (flip-chart) bullet pointed or better with diagrammatic illustrations of your key points. Leave them behind and let them talk for you. Then go right to the front of the win queue. For added authenticity walk to their offices if practical and use public transport to get there. Go green, get mean, get on the street and walk towards the money.

Pitching,