The Art of The Pitch: Summary and Notes

The Art of the Pitch: One-sentence summary: Become a better pitcher by applying the techniques of Peter Coughter, a once in a generation presenter of ideas.

The Art of the Pitch: Extended summary: Peter Coughter is a veteran of the advertising industry, and has three decades of experience making remarkable pitches. His book, The Art of the Pitch is an insider look into the valuable art of pitching. It has strategies, action plans, tips on teamwork, and countless examples of how to make winning pitches.

Once in a while, you come across a book that challenges the way you think. The Art of the Pitch falls into that category because if you think about it, we are all actors in the stage we call life. Coughter doesn’t share the pessimism of Shakespeare’s Macbeth; rather he is positive in his belief in our ability to shine on the stage. His central message is that we can all become better presenters and generously shows us how.

Here are my main takeaways from this fascinating book:

Lesson one: Everything in life is a presentation

“It’s all a presentation. I mean this. Sitting down with your boss for a little “chat” is a presentation. Going out for beers with your colleagues is a presentation. Obviously, an interview is a presentation, but so is meeting your boyfriend’s family. In each case, people are judging you. They’re sizing you up. There may be a lot more on the line in one situation than there is in another, but they’re still all presentations. People are forming opinions of you, opinions that are hard to change.”

Coughter doesn’t mince words when he says that everything in life is a presentation. The way you walk, talk, and handle yourself says something about the kind of person you are. The point is, even if you don’t engage in high profile business type presentations, you are still presenting as part of your day to day life.

So, get good at it.

Coughter says the following are qualities of a great presentation:

1. It’s a conversation: Your goal is to pass information
2. Be authentic: There is only you in this life. You are worth exploring.
3. Tell stories: Humans love good stories. Weave them in your ideas
4. Know your stuff: Know the fine details of your presentation.
5. Relax and be reasonable: The audience is made up of people like you. There is no point in being too hard on yourself.
6. Teamwork counts: If you are presenting as a team, remain cohesive otherwise the audience will easily tell something is off
7. Make it personal: Give your audience a reason to believe in your presentation by making it personal
8. Know your audience: If you take the time to know your audience, you become a better presenter
9. Show no fear: Focus on what you have to say, the audience is only interested in that
10. Rehearse: know enough of your presentation to answer any questions that come your way
11. Know why you are there: Be very clear on your goals

Lesson two: Let your authenticity shine

In a universe where everyone else is taken, pretending to be someone else will only make you a bad actor.

“Being someone else doesn’t work. This isn’t acting, this is business. So it comes down to confidence. The confidence to be who you are. There is really nothing so powerful as the force of an individual’s personality passionately displayed.”

When it comes to presenting, authenticity sells because the audience can easily tell when you are faking it. To increase your authenticity, share a human connection with the audience. Weave stories that show the human side of things. And don’t be shy, look the audience straight in the eye and hammer your point.

Lesson three: Get yourself out of the picture

A presentation is never about you but about the contents. It is not about how you sound or look but about the delivery. If you can focus on that, you are good to go.

While presenting, try to put yourself in the shoes of the presenter by asking the following questions about the presentation:

1. What do I like about the presentation?
2. What do I hate?
3. What sort of thing would I find exciting and entertaining?
4. What do I find boring?

Coughter advises the following:

“Think of the audience as your partner, not as an adversary. Think of them as your “other half.” They respond to your deft lead. You’re setting the rhythm and tempo of the “music.” You’re in complete control,”

Lesson 4: Weave stories into your presentations

Humans love stories and have told stories to each other for thousands of years so it’s only natural that they would want them included in presentations. Stories work when the audience is cast as heroes. Stories are also memorable and will probably be the last thing the audience remembers you.

They touch emotions and as Coughter says, the essence of selling is emotions.

“Virtually nothing is sold on the rational, analytical level. Oh sure, we tell ourselves that we got a great deal on that new car in the driveway, and that it’s one of the safest cars on the road, with a record of great resale value, and it gets surprisingly good mileage. But the real reason we bought the car is that we like it. It makes us feel good. We feel good sitting in it. We feel we deserve it. And it delivers a message about us that we want the neighbors (if not the world) to hear. It’s all about feeling. How we feel, and how we believe others will feel about us.”

Wrap up

There is a lot more to write about The Art of the Pitch and I suggest you read it to find out the gems it has to offer.