Ten things you should know about pitching an idea

Know who you are talking to

For a start, it may be the wrong person. If you're going to pitch an idea make sure you're targeting your pitching patter at the right person.

Think attention

You might only get a minute to pitch. So you'll have to make those 60 seconds count. Know how long you've got before you open your mouth.

Think hot buttons

Literally, what turns them on. If you know what they're into, and it may not be your idea, you'll be in a position to shape your message to meet their needs.

Keep it simple

Think single sentence. The latest Nick Park film, Chicken Run, for example, was pitched to Speilberg as The Great Escape for chickens. If it takes you a week to pitch you'll never get anywhere. 

Think benefits

What difference will the idea make to the person you are pitching to? Where are the benefits? Make them clear and unequivocal.

Take feedback on board

You'll get a reaction - even if it's silence. Look and listen carefully. If you're getting negatives and you're not in listening mode then your pitch will fail. 

Think long term

Of course, your idea may not inspire. They don't always. But remember, you may want to pitch again. So keep the relationship open so that you can come back for more.

Use their building blocks

If you know what they're up to at the moment you can use that as a platform to build your idea on. That means research.

Think timing

The best ideas in the world will fail if they're pitched at the wrong time. Try to understand the pressures that they're under. Those will impinge on their thinking.

Understand how their credibility is built

The person you are pitching to will have to account to someone else for their actions. Understand who those people are, what they're looking for and what problems they believe they have. The better you understand the context you are pitching into the more chance you'll have of getting through.