Building Bridges Among Diverse Stakeholders
About Linda Plano
Helping you to realize your vision is my motivation
Strategic Communications Moves Mountains
Tactical communications processes rely on copying older presentations and changing a word or image here and there, resulting in a patchwork document. Efficient development of compelling communications depends on solid fundamentals that can be adapted to any circumstance.
People invest in people who they know, like and trust. Therefore, anytime you communicate with someone who you want as a customer, investor, partner or employee, you need to speak authentically.
You Pitch Almost Every Day
Every communication has an “ask” associated with it, even if is just an implicit request for the audience’s attention while you speak.
Anytime you ask somebody to do something they were not already planning to do, you are pitching to them!
Thus, my “Perfect Pitch” approach is the foundation on which all my Strategic Communications services are based.
Most people think they pitch to raise money or share a vision.
But how is anyone going to decide to invest their valuable time and money into your ideas when there are so many others competing for their attention?
People invest in people who they know, like and trust, and that means that anyone who is pitching should worry less about getting a check as soon as possible, and a lot more about laying the groundwork for the people in our target audience to know, like and trust you.
When you achieve those three connections, you are far more likely to receive the support you need in order to achieve your vision.
So your focus should never be on “What can I get from this audience?” or “Why can’t they just give me money??”, but rather on “How can I improve this person’s life in a way that matters to them?”
The key lies in knowing what matters.
10 simple questions underlie
every great pitch
For people to know, like and trust you, your communications need to walk a tightrope between engaging high-level information and critical depth of knowledge.
Over the years, I have developed this set of 10 simple questions that will ensure that you are touching on all relevant subjects without having to depend on someone else’s template.
Capture their imagination
- Identify a significant problem.
- Find out how many are losing money.
- Determine how much they would pay to solve it.
- Use these numbers to estimate your market size.
- Avoid relying solely on expensive market studies.
- Describe your secret sauce.
- Talk about what it does, not how it works
- Relate it to the problem you just described.
- Use layman’s language.
- Do not use jargon.
- Do not teach the underlying science.
- Do not reveal proprietary information.