You've poured your heart and soul into creating an amazing product. You know it can truly change people's lives and solve their biggest headaches. But every time you try creating a landing page to pitch it, you fumble over your words, failing to capture their attention or make them feel the urgency to buy.
Your pitches fall flat because you're struggling to speak your audience's language and tap into their deepest pains and desires. You end up listing features and benefits that just don't resonate. As a result, your brilliant solution gathers dust while prospects slip through your fingers.
It's incredibly frustrating to know you have the answer to someone's problems, yet they can't see the value through your website or landing pages. You've read all the books on copywriting and persuasion and slaved over every word, trying to craft the perfect pitch.
But no matter how hard you try, your messaging still isn't clicking.
You can't seem to forge that deep emotional connection that moves people to whip out their wallets. Each failed pitch feels like a punch to the gut, chipping away at your motivation and self-belief.
What if there's a proven process for crafting pitches that feel like you're reading your prospect's mind? A way to weave their own thoughts, fears, and desires into your messaging so it instantly resonates? You'll be able to eliminate the guesswork and speak directly to their most primal psychological motivators.
By mastering the art of the pitch, you'll have a step-by-step blueprint for understanding your audience so intimately, you can give them exactly what they want before they even realize it themselves. Your pitches will establish you as the go-to solution they've been desperately craving.
Step 1: Identify the Core Pain Point
The foundation of any great pitch is a deep understanding of your audience's core "pain point" related to your product's solution. This core pain is what you'll focus all your messaging around to forge that vital emotional connection.
To uncover these core pains, you need to observe your prospects' natural language and behaviors through meticulous Sales Safari research:
Comb through online forums, social media, reviews, and any other places your audience congregates virtually
Take diligent notes, recording their verbatim phrasing and emotional descriptors when discussing their struggles and frustrations
Look for recurring themes and frequently raised issues across multiple conversations
For example, if you sell productivity software, your audience's core pain may be: "I'm drowning in tasks and putting out fires constantly. I can never seem to get ahead or stay focused on priorities. My unfinished work is keeping me up at night with anxiety and stress."
By capturing their real words and emotional language around this pain, you can craft pitches that make them feel truly understood from the opening line.
Let's see how we can craft the perfect pitch with our research into the audience and sell our fictitious productivity app.
Step 2: Open With the Pain Point
With your core audience pain point identified, you'll open every pitch by vividly articulating that painful reality using their verbatim words and emotional descriptors:
You're drowning in tasks and putting out fires constantly. You can never seem to get ahead or stay focused on priorities. Your unfinished work is keeping you up at night with anxiety and stress.
You start each day determined to tackle your most important goals. But inevitably, the endless stream of emails, Slack notifications, and ad-hoc meetings pulls you off course. You scramble to put out fires, only to have three more pop up out of nowhere.
Notice how we use their verbatim phrasing like "drowning in tasks," "putting out fires," and "can never get ahead." These are the exact words and emotional descriptors they use when venting their frustrations online.
By opening with this visceral, punchy language, we make the reader think "Whoa, it's like they've been inside my head!" We're not just saying "you're unproductive" - we're articulating their specific painful experiences in a way that resonates deeply.
We set the frame by spotlighting their daily reality of waking with goals and determination, only to have an "endless stream of distractions" derail their focus. Crisp details like "emails, Slack, ad-hoc meetings" make it feel tangible and real.
This "pain punch" grabs their attention and establishes an immediate connection. The reader feels understood on a profound level from the very first line.
Step 3: Transition to Their Desire (the "Dream")
You've got their undivided attention by punching them in the gut with their core pain point. But you can't just jump straight into pitching your solution yet. First, you need to transition into painting a vivid picture of what their life will look like once that pain is eliminated.
This is where you leverage the "sandwich" transition technique. You'll acknowledge their desires and dreams around resolving this core issue, but then quickly remind them of the obstacles and reasons that dream hasn't been achieved yet:
Of course you dream of having a structured, streamlined workflow that lets you tackle your most important goals each day. You crave the freedom of not being a slave to your unending task list and other people's demands.
But no matter how many times you've tried to get organized and prioritize, the endless barrage of distractions always seems to derail you. You've bought the books, installed every productivity app under the sun, and wondered if you are wasting more time trying
We acknowledge their deepest desire - having a structured workflow that lets them achieve their priorities each day. This is the future state they desperately long for.
By first painting their dream vision but then slamming them back into their current painful reality, we create an "itch" that needs to be scratched. The reader is primed and eager for a solution that can finally provide relief.
Crisp details like "buying books", "installing apps" and "waste time trying" further reinforce this is a struggle they've grappled with for a long time. We demonstrate an intimate understanding of their experiences and failed attempts at solving this issue.
The reader is left thinking "Yes, that's exactly how I feel! How did they get inside my head like that?" We've forged a profound connection and established the need for what's coming next.
Step 4: Describe Their Dream Solution
With their desires and obstacles laid out, you're primed to paint a vivid picture of how your product or service can make their dreams a reality. This is where you leverage hopeful, positive language to obliterate the fears and uncertainties you opened with:
But what if you could finally kiss that cycle of chaos goodbye? What if you could have a clear, focused view of your most important priorities and deadlines at a glance? What if you can quickly batch similar tasks together for laser-focused sprints?
No more unending to-do lists scattered across a dozen apps. Just a clear, focused view of your most important priorities and deadlines at a glance. You'll be able to conquer your most important goals during work hours and unplug at the end of the day!
We open by obliterating their pain and fear - you can "finally kiss that cycle of chaos goodbye." The hopeful phrasing around around their dreams instills a sense of possibility and relief.
Then we vividly describe the dream solution in rich detail. No more scattered to-do lists - instead they'll have "a clear, focused view" and "at a glance". We make it tangible.
The emotive language around being "calm" and eliminating "wasted mental energy" reinforces how this tool solves their core pain of feeling frazzled and overwhelmed.
By the end of this section, the reader can vividly picture how their emotional state, productivity levels, and work-life balance will be positively transformed.
Step 5: Sandwich In Reminders of Pain/Obstacles
You've got your prospect desperately longing for the dream solution you just described in delicious detail. They're practically begging you to take their money at this point. But you can't just jump straight into the sale yet.
First, you need to remind them of the potential pitfalls and challenges that make attaining their dream so difficult. This creates drama and tension, solidifying their need for a solution like yours.
It's true that you've bought books and tried countless apps, but always ended up reverting to old habits because the learning curves were too steep... but it doesn't have to end this way.
We quickly use another "sandwich" to reintroduce the challenges and failures around achieving this dream so far. The "learning curves were too steep" despite their efforts.
By sandwiching in these reminders of obstacles between descriptions of the dream solution's benefits, we solidify the need for a system that overcomes these hurdles.
The reader is thinking "Yes! That benefit is exactly what I want. But they're right, I haven't been able to make it happen myself." We've primed them for the big reveal coming next.
Step 6: Reveal Your Solution (the "Fix")
Wake up energized and instantly know your most important priorities for the day with AweSM's centralized task dashboard. You can finally conquer goals during work hours and unplug at night without unfinished tasks hanging over you.
You'll gain mastery over your time with a command center, attack priorities with laser-focused energy and defend your time from time-suckers.
We finally reveal the solution as "AweSM" - a productivity app that solves their core pain points. Notice how we continue using vivid language to make it feel tangible:
"Wake up energized..." paints a scene they can vividly picture. We're not just listing features, but describing the desired lifestyle and emotional benefits.
Phrases like "conquer goals during work hours" and "unplug at night" speak directly to their dream outcomes voiced earlier. We're showing how AweSM facilitates that reality.
Details like "command center", "attack priorities with laser-focus" and "defend your time from time-suckers" provide concrete visions of how the app empowers productivity in their daily experience.
The reader can clearly imagine how using AweSM will transform their workflow and solve the issues they've been struggling with. Their pent-up desire is reaching a fever pitch.
Step 7: Reinforce How It Solves Their Pain
With the features and benefits of your solution laid out, you'll want to reinforce how your product solves their pain and guide them to the CTA in the next section:
Of course, building new productivity habits won't happen overnight. That's why with AweSM, you will get quick-start guides, video tutorials, and support community to ensure you achieve productive mastery with ease.
We proactively acknowledge the reality that "building new habits won't happen overnight." This reinforces our understanding of the obstacles they've faced.
But then we position AweSM as the solution for overcoming those obstacles. The "quick-start guides, video tutorials, and support community" provide a clear path to "productive mastery."
By addressing their potential doubts and providing resources for accountability, we eliminate objections before they can be raised. AweSM is framed as the ultimate productivity system for anyone struggling to build better habits.
The reader is left feeling understood, supported, and confident that this is a solution specifically designed to solve their unique challenges. We've fully reinforced the value proposition.
Step 8: Include Your Call-to-Action
You've put in the work to make your prospect desperately crave the dream solution you described. They can vividly imagine how their lives and work will transform after using your product. This pent-up desire makes them highly motivated to take action.
Which is why you'll want to provide a clear, concise call-to-action telling them exactly how to get started and make this dream their new reality:
Just click the button below to get AweSM at 25% off. You'll get instant access to the app, quick-start guides, video tutorials, and our support community.
Reclaim your time, alongside thousands who've achieved workflow mastery, starting from today.
We rekindle their longing for the productive, balanced lifestyle AweSM facilitates with emotionally-rich phrasing:
"Reclaim your time" is the polar opposite desire to "drowning in tasks" from the opening pain point. We're making them vividly feel that transformation.
"Workflow mastery" is the ultimate dream outcome - having full control over their priorities and processes. No more feeling frazzled and overwhelmed.
The present tense "starting from today" creates a sense of immediacy and urgency. We're not promising some far-off future, but results they can experience right now.
By combining this dream restatement with a clear call-to-action, we make it seamless to take the next step towards achieving that desired reality.
Specifics like "25% off" and listing the bonuses reinforce the value proposition. The reader knows exactly what they're getting.
Social proof that "thousands have achieved" this outcome reduces any lingering doubts or uncertainties.
The reader is left in a peak state of pent-up desire, primed to take action and invest in AweSM as the answer they've been desperately seeking.
Conclusion
By following the 8 steps, you'll craft pitches and sales messaging that deeply resonates with your audience's core pains and desires. You'll establish instant credibility by demonstrating an intimate understanding of their experiences and unmet needs.
Your pitches will feel like you've plucked the words right from their brains. And your solution will be framed as the obvious answer they've been desperately craving, but didn't know how to achieve.
The "sandwich" technique for transitioning between sections creates a logical narrative flow that keeps them engaged and eager for your next revelation. And the vivid, emotionally-rich descriptions of both their current painful reality and desired future state will make them feel profoundly understood while stirring their deepest motivations.
By the time you've delivered your call-to-action, you'll have your prospect completely sold on the transformative solution you provide. You'll have forged a profound connection and established yourself as the guide who can usher them into their dream outcome.
No more struggling to capture attention or articulate value propositions. With this structured process, you'll wield the power of persuasive pitches that feel truly personalized and insightful. You'll have a repeatable framework for understanding your audience so intimately, they'll be moved to take action and invest in your solution as the answer they've been craving.
Whether you're selling products, services, or even ideas - crafting a pitch in this narrative style will exponentially increase your ability to cut through the noise and genuinely resonate with the pains, fears, and desires that ultimately drive human behavior.
