How to write an effective Pitch

Callum Regan

”The Art of Pitching” is my speciality, growing up in the game of product demonstrating and sales I have always been around The Pitch.

Throughout my Career I have written many Highly successful pitches and whether it be for a product, brand or service the Script is paramount.

Here is a Short and basic guide to writing your own pitch.


Where to begin?

Starting is the hardest part of the process and I like to start by breaking the pitch down and creating a map, so instead of writing a big script beginning to end instead you are writing short pieces script for each bullet point.

Firstly, think of the pitch like a great story and like all great stories they have a beginning, middle and end, that starts as our first break down.

Grab 3 pieces of paper and a pen, I like to do my rough work by hand I find it helps me flow a bit faster. Then write the heading on each page.

First page ”The Beginning” second page ”The middle” third page ”The End”.

Now already you have made the writing part more manageable. Then you will want to bullet point each page, this will now be your guide line for the rest of the script.


The Beginning:

The beginning of your pitch is important just like they say ”first impressions are everything” the same rule applies here.

The first thing you should do is your welcome and thank your audience for their time, then you need to capture your audience by making them interested in what you have to say. You can do this by offering an incentive either by information or sample for example when pitching a product direct to the consumer it’s always a great idea to offer a free gift or sample of the product you are trying to sell.

If you are pitching a product to a retailer it will be more effective to start off by mentioning some of the key benefits that they have top gain by stocking your product or investing in your brand etc.

Here are my opening bullet points:

  • Welcome
  • Incentive/gift
  • Explain the plan (tell them what to expect from the pitch)
  • Is everyone happy to that (at this point they agree to listen further and will pay more attention)

By starting your pitch with their interests in mind rather than your own they will feel like they owe you and offer more of their time as well as pay attention to what you have to say.


The Middle:

The middle is the part you can have a bit of fun with. This is where we should see the passion you have for whatever it is you are pitching and this should be the easiest part to write.

The bullet points are easy:

  • What am I pitching?
  • What does it do?
  • All the benefits
  • Why do you need one?
  • Can this save you time, effort, money etc.

All of this should sound natural and interesting. Don’t bore peoples ears off with technical jargon and huge monologues of information. Keep it fin, interesting and more importantly to the point. You don’t want people asleep for the close.


The End/Close

The close is the most important part of the pitch and easily the part most people get wrong.

Now up till this point there should have been no mention of Price, RRP or anything else regards to the cost.

This needs to be clear, price, to the point and very inviting.

Here’s the bullet points I would use:

  • Recap (quickly go over the main benefits)
  • Reveal RRP (if pitching a product)
  • Explanation
  • Reveal their price
  • Finish + Q&A

It is important to take this part more seriously especially when you talk about price. Having your data exact and well learnt will see for a promising and confident close.


Make it natural:

When writing the script its important to write it in your own words, words that will make it flow and sound natural. Try reading each paragraph out load, recording it then play it back will help you identify un natural sounding words and sentences.

There is nothing worse than sounding like a robot.


Keep it sweet

Keep the pitch to its bones without looking the essence of what it’s all about. A short punchy pitch is what you are looking for but remember you still need the interesting, fun, and factual stuff in there too.


Final note:

This is a very basic and general guide to writing a pitch and is product focused. If you require more advanced help with writing or developing your pitch and pitching skills for products, brands, services, investment or even personal interview then send an email to


”People forget facts, but they remember the stories” – Joseph Campbell





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