The Lost Art of the Pitch

The moment we toss our mortar boards into the air for the last time, we are no longer obligated to learn. It is our own free will that drives us to read, watch, and write for the sake of knowing more.

This leaves professional trainers in a position to preface their content with a strong value statement. A value statement is just a fancy word for a sales pitch. Every time I send an email notifying my audience of a new training, I have to write a compelling pitch in the body of the email or on the website. Writing an exciting pitch is not an easy task, primarily because big box stores, online shopping, and consultative sales have killed the lost art of a cheeseball sales pitch.

Here’s an example of an experience you may have buying a backpack at a sporting goods store today.

You, “I’m looking for a day pack to go hiking.”

Salesperson, “Isle 5. Next to the kayaks.”

What the hell? Salaried retail employees have no sense of theatrics.

Here’s the same example with a stereotypical 1955 salesperson.

You, “I’m looking for a day pack to go hiking.”

Salesperson in 1955, “Hiking! That’s great! What a wonderful way to enjoy nature! I have the finest backpacks you can find. These babies will hold half your house and a spare tire if you want it to. Where are you going? Doesn’t matter this baby here is perfect for all occasions my friend. Take it to the top of Mt. Everest or for a short walk in the woods – it does it all young man…”

Take note, I am not even close to old enough to remember what a 1955 salesperson would sound like. The 1955 scenario is based on stereotypes from Looney Tunes.

All kidding aside, remember that your audience can’t appreciate training, if they don’t feel excited or at least curious about seeking it out. I’ve blogged before about pull learning; “selling” your training helps facilitate that with a little creative push. If you put the time and energy into designing and developing then it shouldn’t be hard to sell the sh*t out of to your audience.

Have fun with your pitch and let the potential audience know about why your training is exciting.