Pitching You, Inc.
Pitching yourself, your brand, or your business is very similar to pitching a script
or novel (and if you haven’t yet read my article on Killer Loglines, you might want
So how do you do that?
To start, you have to know what it is you do well. This sounds crazy, but most people have no idea what they’re good at. You want to be as specific as possible. Instead of “I’m a people person,” think of specific ways you genuinely help people. Do you make them feel at ease so they can make the best possible financial decision?
Does your restaurant focus on the diner’s experience so that everyone feels the warmth of being cared for, in addition to good food? Where is your expertise?
If you’re coming up blank, read Branding Yourself, and then ask some friends. They can help you see your strong suit.
Once you’ve got what it is you do well, you’re ready to build a logline. First, the prep work. “Actually, I’m a ....” may not sound snazzy, but it prepares their listening. You’re letting them know you’re about to say something a little unexpected.
You could also let them know the arena -
Notice that, at the end of the logline, you sound passionate. Too many people are afraid to reveal themselves; don’t be. You should genuinely be jazzed about what you do in this world, especially if you’re about to build your personal brand around it.
Don’t worry about sounding grandiose. First of all, it ain’t braggin’ if it’s true. Second, you’re not trying to make yourself sound bigger than you are; on the contrary, you are clarifying what you have to offer, what it is you do exceedingly well.
You have to give up the idea that you can be all things to all people. As a writer and consultant, I bring structure to the table. I don’t do dialogue polishes, I don’t punch up scripts. But I can hear a teaser and visualize the entire television pilot, scene by scene.
You don’t just want work -
All content © Laura Brennan, 2011
May not be used or reproduced without written permission.