The art of pitching can be quite a daunting challenge. Luckily Swedish App Scene was able to interview pitching expert and coach, Jenny Lindblad. She has been professionally doing pitches and presentations since 2008 in Ericsson. In 2014, Jenny has established her own communications company, ELIZA Communication.
She has also worked with different organizations such as STING- Stockholm Innovation and Growth, TEDx Stockholm, Tillvaxtverket, SUP46, Telia and many more.
In your experience what are the advantages of knowing how to create a pitch and how to deliver it?
“You will increase your chance to get into that second meeting. You know that’s the goal of pitching is to create that interest”
Jenny shares that she has gone to a lot of different events and she has observed that the entrepreneurs that have delivered a great pitch get the most attention. While the pitches that the investors didn’t seem to understand are unfortunately ignored despite their great ideas.
She further explains that letting your product sells itself is not applicable in all situations. As an entrepreneur being able to explain your product and how it could be monetized can become a game changer for their business.
What are your top tips on how to create a great pitch?
#1 Keep It Short and Snappy
Keep It Stupid Simple also known as KISS is one of the greatest tips in creating a pitch but Jenny has put her own twist into it. She suggests that entrepreneurs should construct their pitches with short sentences and encourages people to choose their words wisely because of every word count. She believes that keeping this tip in mind will allow the speaker to talk about their product in a simple and understandable way.
#2 Don’t underestimate the power of a smile
Jenny shares that a smile has the power to brighten up a room. Not only does a smile gives the speaker dopamine but it also spreads a positive energy to the audience. A smile can break down the barriers that might be present and it can allow the speaker to have a better dialogue with the audience.
#3 Show the passion
If investors don’t see the speaker’s passion for their product within the first 15 seconds, they have the tendency to stop listening. Jenny shares that speakers should show their passion and show investors that they are willing to go and beyond to see their product grow and improve.
As an expert in the field, you have heard a lot of businesses pitch their ideas. In your opinion what do the best pitchers have in common?
“In one way or another addressing all the things that the investor is interested in and with that I can say that they have done their homework.”
Jenny highlights the importance of storytelling and showcasing the right content to the right audience. It is also important to show the investors on how they could monetize your product. She reminds speakers research about their audience to know who their audience will be.
“If you see the passion and that they are themselves”
She encourages speakers to let their personality shine through their pitches. The investors invest in the team. They would want to entrust their resources not just in a good idea but also in a passionate team. She believes that if the speaker is a goofy super techy nerd, they should show that, but they would still need to learn how to talk business.
What are some tips you would give people on how to practice their pitches?
#1 Work in a script form
Jenny gives an important tip, that when a speaker is writing their script it should be written in a spoken word and not in the perfect grammar. This method of writing allows the speaker to add passion and personality to their script.
Another benefit of writing a script is that it would be easier for the speaker to assess their pitch and be able to tweak their pitch until they are satisfied.
#2 Create a good script but don’t learn it by heart
Jenny emphasizes that speakers should never completely memorize their pitch because it could limit them on stage. People who tend to memorize their pitch has the tendency to speak in a monotone manner. Which may result in fewer people listening to them since there is no disruptive change in their speech.
She advised that speakers only memorize 90% of their pitch and leave the rest to be flexible.
We hope that this article has helped you craft your own pitch and gave you more insight into the art of pitching. This article is the first of a two-part series with Jenny Lindblad on the next article she will be sharing tips on how to overcome the fear of public speaking. Read it here.