20 principles to help you nail your next pitch.
In my experience, there really is no such thing as the perfect pitch. Pitching is an imperfect science. Even if your presentation seems flawless — your slides are sharp, your delivery is smooth, and your message is crystal clear — that doesn’t guarantee you’ll win the deal, secure the funding, or gain the buy-in you’re after. Why? Because there are always factors outside your control: the human factor, the timing factor, and the simple “this just isn’t what I’m looking for right now” factor.
What you can do, however, is dramatically increase your chances of success. Thanks to years of research in Presentation Intelligence® and brain science, we now understand the guiding principles that underpin persuasive communication. These insights show us how to structure a pitch so that it not only informs but also inspires, influences, and ignites genuine interest in what you’re offering. It’s about combining storytelling, strategy, and science to make your message as compelling as possible.
Pitch success isn’t about chasing perfection — it’s about preparation, intention, and connection. The audience wants to feel your conviction, trust your expertise, and see how your vision aligns with their needs or aspirations. This requires both skill and discipline. When you’re well-prepared, you have the freedom to adapt in the moment, respond authentically, and build rapport, rather than hiding behind a script.
Below are a few principles to consider before your next pitch:
- Do your people research – Research who you are speaking to.
- Do your industry research – It’s your topic and industry. Dig deep.
- Connect emotionally – Make your story their story, and make it relevant.
- Know your data – Prove you know your stuff when asked.
- Create the vision – Make it come alive; get them excited.
- Make it visual – Vision trumps all other senses; get them to see your vision.
- Clear and concise – Speak with clarity and brevity.
- Solve a problem – Have you done your needs analysis?
- Overcome barriers – You’ve thought of it already.
- It’s not personal – And it is personal; keep on top of your emotions.
- Smile – Introduce yourself with a smile; likability is a powerful tool.
- Be confident – Have confidence in yourself and your offering; people invest in people. Just don’t be arrogant.
- Slides – Remember slide shows are sideshows; you are the presenter not your slide show.
- Communicate what you want or need – Don’t keep them guessing.
- Stay grounded – platform skills matter.
- Never be confrontational or argumentative – all business is about relationships; think long term.
- Rehearse – And practice answering questions.
- Help and feedback – Get some professional help and/or feedback before the big day.
- Aligned values – Be prepared to walk away if it’s not right for you.
- Celebrate – Don’t forget to celebrate your wins.
One thing is always clear: preparation is visible.
When you’ve done the work, it shows. When you haven’t, that shows too. The old saying “never wing it” absolutely applies here. Your pitch is often your one opportunity to open the door — make sure it reflects your very best thinking, energy, and professionalism.
