You’ve got a great idea, and now it’s time to share it. But how do you make sure your message is clear and effective? In the following paragraphs, I will guide you through the steps of creating a captivating pitch.
Capture attention
Communicate the essence of what needs to be done to realize the idea and highlight its main value. Mention anything that is blocking you and who can help you. Leave complex stories and additional information for later.
Pinpoint value
Keeping the initial communication short and to the point usually captures the attention of the person you are talking to. Once you have their attention, it’s easier to convey further information that the person may need to take action or make decisions on. Sometimes, a simple statement of your idea can lead to immediate approval as your counterpart had the exact same idea.
A well-planned communication will guide the person you are talking to through more and more complexities as their curiosity and attention grows. The conversation will end naturally when you provide all the information needed to make a decision or take the next steps.
Mention alternatives
It might be worthwhile to describe alternate approaches to stakeholders and decision-makers. Some people need to see all the data you used to draw conclusions. On the other hand, the typical attention span when reading online content is only a couple of seconds 
, so it might be hard to capture attention within that time using a bloated report and multi-page comparison table.
Some organizational cultures prefer to focus on what is wrong with the current situation instead of action points. In such cases, communication should reflect cultural needs, but capturing attention is still a crucial first step.
Indicate blockers
Getting the message you intend to communicate across may take a significant amount of effort.
- Each stakeholder may require tailor-made communication focusing on areas important to that person. You may need to consider adjusting communication styles depending on your counterpart’s decision-making style, risk tolerance, motivations and goals, and level of expertise.
- Set a good stage for communication. Not every decision can be made in every environment. You’ll need to think about the possible impact of your idea on organizational power dynamics.
- Ask for opinions and expertise - Not all decisions may be made on the spot. Some ideas require cooperation between multiple groups. Seek their initial opinions or clearly state that the involvement of others may be needed.
- Prepare visual help if necessary. As the saying goes, ‘a picture is worth a thousand words’, therefore a simple picture, table, or chart may be more impactful than anything you speak or write. Preparing a good visual representation of your idea may be challenging. A cluttered data table that is hard to comprehend may hinder your communication.
Let’s talk details
Previous paragraphs gave you a basic idea about capturing attention and guiding the person you are addressing through your concept. Now, let’s get into the details of each step.
The pitch
Typical attention when reading mail, blog posts, or Slack messages lasts 2-3 seconds. Often, the person reading the message decides what to do with your communication or idea. Usually, you only know some of the circumstances surrounding your idea, resulting in wildly wary scenarios. Starting with the stakeholder’s instant reply, “OK. That’s what I had in mind!”. A less fortunate reaction may be parking your message for later or skipping it as not important enough.
Another scenario is during a meeting. Here, you may be limited by time and distractions. You may have a couple of seconds of your CTO’s attention when he asks for your opinion. Maybe it’s a team meeting where you need to get several people to listen to your idea. Time is always scarce. For online meetings, you can assume that attendees will be catching up on work off-screen or bombarded with Slack messages.
The pitch is designed to capture curiosity and attention while presenting the very essence of the idea.
Good practices are:
- Keep it short. Two to four sentences should convey the idea and guide your stakeholders toward more details.
- Differentiate keywords. Use any means acceptable to your organization. Bold emojis or special characters will make keywords more noticeable.
- Simplicity - simple and short sentences are easy to understand. It will be easier to process the information.
- Focus on values important to your audience. The Chief Financial Officer will usually be more interested in achieving financial goals than improving the Support Personnel user experience.
- Tailor language to the audience. Each personality type will see your idea through an individual lens of personal beliefs. Doers and people focused on actions will prefer a direct call to action. Sentences starting with “Let's…” will resonate with them. Personalities focused on data and analysis may prefer a call to action starting with “ The sales data for EU region suggests that …”. “Maybe it’s a good idea to …” will be more suitable for highly social types who like to discuss elaborate action plans.
Pinpointing Value
Here are some tools to capture stakeholder attention. When properly used, they will help you pinpoint the value of your ideas. Highlighting the essential benefits of your pitch should resonate with decision-makers.
Be Specific and Quantifiable
- Whenever possible, quantify the value of your proposal. For instance, "This solution could increase our efficiency by 20%" is more compelling than "This solution will improve efficiency."
- Utilize bullet points or numbered lists to highlight key benefits. This makes the information easy to scan and understand.
Align with Stakeholder Goals:
- Customize your communication to align with the specific goals and interests of your audience. For example, emphasize financial benefits for a CFO and operational efficiency for a COO.
- Identify and emphasize values that resonate with the decision-makers. This might include cost savings, revenue growth, time efficiency, or customer satisfaction.
Simplicity and Clarity:
- Use clear, jargon-free language. Complex sentences and technical jargon can obscure your message.
- Where appropriate, include visuals like charts, graphs, or simple infographics to illustrate the value. Visuals can often convey complex information more effectively than text alone.
Prioritize Information:
- Start with the most critical value propositions to capture attention quickly. Follow with additional details as needed.
- Focus on a few key points rather than overwhelming your audience with too much information. This helps maintain their attention and ensures the main message is remembered.
Demonstrate Impact:
- Use case studies or examples that demonstrate the tangible impact of your proposal. This helps stakeholders visualize the benefits in a practical context.
- If applicable, include forecasts or projections that show potential future benefits.
Blockers
Your actions may be blocked by a dependence you have no control over. Also, the cascading effects of your actions may cause some stakeholders to oppose your ideas. It is worthwhile to indicate those blockers. The principles listed above still apply. It’s a good idea to utilize some of the practices listed below to strengthen your call to action:
Be Clear and Specific
- Clearly identify the blockers and dependencies. Specify if they are technical, resource-related, or procedural.
- Explain the impact of these blockers and dependencies on the project timeline, budget, and deliverables.
Prioritize Information:
- Focus on the most critical blockers and dependencies that could significantly affect the project’s success.
- State the criteria you used to select the list of issues.
Propose Solutions:
- For each blocker, provide possible solutions or workarounds. Show that you have thought ahead and have plans to address potential issues.
- Clearly outline the steps needed to resolve the blockers or dependencies. Propose responsibilities, assignments, and deadlines where applicable.
Maintain a Positive Tone:
- Frame the discussion of blockers and dependencies positively and constructively. Avoid placing blame and instead focus on collaborative problem-solving.
- Highlight any potential opportunities that might present themselves.
- Encourage stakeholders to provide their insights and suggestions on overcoming the blockers. This can lead to new solutions and increase buy-in.
Set the stage
Some decisions will impact multiple stakeholders. It is generally a good idea to have them on your side or at least not working against you. Try to chat with those who will be influenced by your idea and listen to their concerns. Doing so will ensure minimum resistance when your idea is discussed.
Remember that some conversations go better when discussed in a certain group. Some decision-makers may prefer seeking opinions instantly and having all stakeholders present, while others may prefer a quick one-to-one meeting to ensure they understand your idea well. When in doubt, ask directly what the preferences are.
Communication style
The way you phrase your message can significantly impact how it is perceived and acted upon by your audience. Consider the following example sentences:
- “Let’s rewrite our DB query manager. We will improve performance. We may not meet our SLA goals with the current design.”
- “It may be beneficial for our SLA to improve DB query manager performance.”
Both sentences convey similar information, but their impact on the audience can vary widely depending on several factors, including organizational culture, the personalities of stakeholders, and your position within the company.
To optimize your communication style, you may consider, among other factors, organizational culture and stakeholders’ preferences. Tailor your message to fit the prevailing communication style within your organization. In a direct and action-oriented culture, the first sentence might resonate better. In contrast, a more collaborative and analytical culture might prefer the second sentence. Different stakeholders have different preferences and priorities. For instance, technical experts might appreciate detailed technical explanations, while senior executives might prefer concise, high-level overviews.
When you are an acknowledged expert, you have the credibility to state facts and propose solutions directly. Your confidence and authority can help drive decisions quickly.
- Example: “Our current DB query manager design is inadequate for our SLA goals. I recommend a rewrite to enhance performance, backed by our recent benchmarks.”
If you are not the primary expert, framing your suggestions as questions or involving recognized experts can help bolster your position.
- Example: “What plans do we have for DB query improvements? After discussing with Trevor, our SLA expert, it appears our current performance may soon be problematic. Additionally, John and Jill, our DB specialists, believe we can significantly enhance performance with some adjustments.”
Engaging with stakeholders by asking for their opinions and involving them in the decision-making process can create a sense of ownership and buy-in.
- Example: “I’ve gathered some insights from our SLA and DB experts. What are your thoughts on prioritizing improvements to our DB query manager to ensure we meet our SLA goals?”
Backing your statements with data and insights from acknowledged experts can strengthen your argument and provide a solid foundation for your proposals.
- Example: “John and Jill shared some performance metrics with me that indicate a need for improvement. Aligning with Trevor’s SLA requirements, it seems imperative that we enhance our DB query manager to avoid potential issues.”
Conclusion: Bringing it all together
For effective project communication, the key is to capture attention by clearly communicating the essence of your idea and highlighting its main value. Avoid overwhelming your audience with unnecessary details at the start; instead, focus on what truly matters. Once you have their attention, it’s easier to pinpoint the value of your idea, guiding the conversation naturally as curiosity grows.
Remember to mention alternatives to demonstrate that you’ve considered various approaches and to cater to different perspectives within your audience. Acknowledging potential blockers and tailoring your communication style to each stakeholder can help in overcoming challenges and ensuring that your message resonates.
Finally, always set the stage for effective communication by preparing the right environment, seeking opinions and expertise, and using visual aids when necessary to make your message more impactful. By following these steps, you can ensure that your communication is not only clear and concise but also persuasive and effective in driving decisions and actions. Happy Pitching!
