Creating an Effective Branding Pitch

– Hi, I’m Steve Dalton. I’m program director for
Daytime Career Services with the Career Management Center. And today, we’re going
to talk about pitching. Specifically, we’re going to
answer three main questions. First, what is pitching
and when do you use it? Second, what differentiates a
good pitch from a bad pitch? And third, how do you make a good pitch? First, what is a pitch
and when do you use it? Well, a pitch is basically an introduction that varies in length,
depending on the circumstance. It’s used constantly. You will be using it when you are meeting with your classmates, when you
are meeting with recruiters, and when you are meeting
with other professionals that you encounter on your
internships and beyond. A common pitch is about
15 to 30 seconds long. The shorter version when
you’re in larger groups and the longer version when
you’re in smaller groups. What makes a good networking pitch? Well, good networking pitches are open. They invite conversation. They deliver multiple connection points to allow the listener multiple
ways to connect with you and start to form a relationship. Bad networking pitches are closed. They offer facts and
details that are very hard for an outside listener to connect with. So, you always want to focus
on delivering open pitches that invite the listener in. How do you make a good networking pitch? Well, it helps to answer three questions. What are you doing right now? What are you passionate about? And what are you interested
in learning next? For me, I was a strategy consultant before I joined business school. So, my pitch might’ve looked like this. As a strategy consultant, I
tackled difficult projects for large corporations. I really enjoyed bringing
structure to ambiguous problems, but I look forward to taking
that skillset to a home team and getting closer to my consumer. So, that’s why I’m here to learn more about consumer packaged goods marketing. Now if you’re in a group of
about five or more people, that 15 second pitch would be appropriate. However, if you’re doing
smaller group networking such as office hours or a
one-on-two or one-on-three chat, a 30 second pitch may be more appropriate. To make your 30 second pitch, just tie two 15 second pitches together. One about your previous life and one about your current life. Or, perhaps, if you’re a first year, it would be one about your college life and one about your post-college career that led you back to Fuqua. So, here are your three big takeaways. First, you will be pitching constantly. So treat every pitch as
a chance to practice. Second, make sure your pitches
are open rather than closed. Open pitches invite conversation, which is what you want
at recruiting events. Closed pitches shun conversation. They deliver facts which are
very hard to engage with. Then third, if you don’t
know where to start, just follow the simple
formula we just laid out. It will reduce your anxiety and make your pitches more effective as you develop proficiency.

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