1. Who is my pitch for? What do I know about my audience?

Before even presenting to the audience, a mini-survey of the listeners (customers, investors, employees) is necessary in order to personalize the pitch, assures Jean-Jacques Stréliski, associate professor in the marketing department at HEC Montréal and trainer at Parcours Innovation PME Montréal . “What keeps them up at night? What are their concerns? This information will then guide the type of responses to the problem to include in the pitch.” How to go about it? “You have to get the talkers talking: social media, your network of contacts, etc.,” suggests Mr. Stréliski. “People love to talk.”

Once the mini-survey is completed, all that remains is to adapt your language and personalize your message in order to succeed in building a "psychological bridge" with your interlocutors.

2. Is my pitch clear, concise and heartfelt enough?

These are the three key elements of any good communication, according to Jacques Marsan. Here's how to go about it according to the public communication and media coach:

CLAIR: “People shouldn’t have to make an effort to understand us, so we need to focus on a good structure with an efficient order of key elements.”

CONCISE: There are no pitches that are too short, there are only ones that are too long! People are often in a hurry, so you have to hold their attention and get to the point, keeping only the information that is relevant to understanding the project. It is therefore important to refine as much as possible, while maximizing the impact.

FEEL: “To make people want to join, you have to sincerely believe what you say and like what you propose. A good way to do this is by using words of enhancement that are true, sincere and vibrant. If my project exudes humanity or scope, I will use the word.”

3. What is the overall perception I want to leave?

"What impression do you want to leave of your company, your project, of yourself?" asks Jacques Marsan. "You have to ask yourself these questions and make sure that the pitch is in this direction. Is it my global influence? My humanity?"

After all, people "more often buy a team, individuals with whom they want to work," maintains Jean-Jacques Stréliski.

4. Does my pitch arouse curiosity enough?

“In real life, it’s very rare that you conclude an agreement on the day of the pitch,” Gaëtan Namouric reminds us. “It can be liberating to keep this in mind, not having to say everything in a 5-minute pitch. Instead, you have to make them want to know more. Turn them on to ideas that will raise questions and make them want to come back to us.” TOOL

Here's a checklist to make sure your pitch is ready, both in form and substance.