Pitching and the Art of Improv

Tuesday February 05, 2008

As communicators, we know the value of listening to and hearing our clients. Great solutions are often found between the cracks of spoken and written words. Not to mention those nuances of body language gleaned from face-to-face interaction. It's that same intuition and keen observance of client tics that will allow you to start with, and leave the best impression when presenting your work.

If you live long enough in this industry, you'll eventually have to present your work. Normally for two reasons: Either pitching a prospective client to earn work or showing work to the person who'll eventually pay for it. Either way, it's like asking your junior high crush on a date in front of the entire school. Except money is involved.

Confidence unshaken? I doubt it. We’re not wired that way. You didn't get into this business because you like to perform. Your interest is in strategic thinking, writing or art direction, not being a sideshow barker. Yet, that's where the opportunity to shine is. This is where you build trust and confidence. Try to put aside the nerves and remember preparation is critical and improvisational skills are often your only friend.

Basic Considerations

Know your audience’s needs, backgrounds, prejudices and expertise. Will your audience know how to react? Presenting to marketing directors is very different from presenting to students. Also know the presentation room. A small room allows you to speak more quickly and informally. But when presenting in an auditorium, speak slower, use bigger movements and project your voice. Think opera.
Prepare a basic structure of opening, purpose, evidence and closing. Use an outline to ensure you’re making logical sense. Leave openings to encourage responses and stimulate reactions. Make sure you can cover your material thoroughly while leaving plenty of Q&A time, within your allotted timeframe.
Rehearse. Read your material and the client’s brief aloud. Over and over. You’ll appear confident and worthy of your client’s money. In addition, practice yelling. Turn up System Of A Down (or Ozzy for you gentler souls), then scream your head off. It builds confidence.
Own the room. Clean and prep so clutter doesn’t distract the audience. Remember it’s your stage. The spotlight should be on you. I guarantee there will be a person weed-eating outside the window. You must be more interesting than that – or any distraction – to hold attention. Use slides for emphasis only, don’t make your audience read your presentation. The most common presentation blunder is reading every word to the audience. This not only bores people, it appears that you don’t know the material and are seeing it for the first time. As the speaker, do your best to keep eye contact with the audience and not the visual. This shows you know your information well. Never memorize your presentation word-for-word. You’ll get off track. Two words: train wreck.
Ask for feedback from colleagues. For practice, it’s always a good (yet painful) idea to videotape your presentation. You’ll be surprised at how goofy you are. It hurts, but do it.

Nervousness is healthy
I’m a natural introvert. Presenting is hard for me, as I suspect it is for most. Don’t panic, nervousness can be good. Hopefully you’ll over prepare to compensate. Take a few deep breaths and even tell your audience you’re nervous. That shows you care about their time and about making a great impression. Also, any confidence you display after that will be a windfall.

Know your weaknesses
I’m also extremely hyperactive – especially when I’m nervous. I tend to move a lot while presenting. I recognize this “weakness” as being eager to show work that I’m proud of. Presenting is a chemistry test and the audience wants to see the real you. They want to see what it’s like to work with you. I know clients that selected firms based on the presenters’ “likeability.” They were not necessarily the most qualified. Fix or address the weaknesses and be yourself – just a more charming, compelling version of yourself.

Speak human
Present your work to clients and prospects in their business terms. I can’t emphasize this enough. Translate agency methodology and creative speak into relevant terms for your client. Also, dabble in amateur psychology. Be clued into body language to see if an audience member is losing interest. Are they looking out the window? Folding their arms (and it’s not that cold)? Doodling? Or, worst of all…yawning? Ask a question. Pound the table. Raise your voice. Confidently get them back. Try not to hang on any single slide for more than two minutes, people start to lose interest.

Eliminate subjectivity
Use the client’s brief to help tell your story. Use your work to fulfill each point of the brief. Give your client bite-sized bits before moving on. Remember you’ve lived with this work, they’re just meeting it. If you’re presenting multiple choices, organize them in a logical order for review. This starts and ends your presentation with a good impression.

Be irresistible
There is always room to improve your presentations. Remember, it’s always about building listener rapport. Some tips:

Feel honored to present and tell them you’re honored.
Sincerely appreciate them and be humble.
Know audience members’ names.
Use “we” not “me.”
Enjoy yourself and make sure to inform your face. Smile.
Speak in business terms.
Love everything you present. Never show anything you wouldn’t want to see produced.
Vary your tone, rate of speed and rate of intimacy with the audience.
Leave the audience wanting more.

While all of this is fun and exciting, there are three things to remember. First, the show should never hide your work. You’re the star. Secondly, as you add technology, video, music and more presenters you must rehearse far more to be comfortable. The last thing you want to have is a cool presentation that doesn’t follow your lead. Again, you’re the star. Lastly, it takes a fair amount of time to develop a presentation that goes all out. Presentations can take several days to several weeks to prepare. You have to make the determination if you have the time to invest and if the opportunity is worth it.

The secret to effective presentations is you, though nervousness, formality or even technical issues often overshadow it. Try to remember, it’s all about making a connection. Treat your audience like people. Talk to them and entertain them. Earn their confidence. Remember: be yourself. Just a more charming version of yourself.