STORYPitch — introduce your idea by inviting people into your story

What is the StoryPitch?

The Storypitch template is my super tool. Briefly explained.

The success of your company (whatever that is) depends crucially on how you talk about it.

Let's turn this on its head: how others hear you talk about your project, how they remember it and tell others about it - that's your branding and an absolute top priority in your mission.

With an expertise offering, you as a personality are inextricably linked to your offering. Your customer buys you (first) and only then decides to follow your invitation. How you get through the door is therefore crucial. Plan and test these first few seconds in which you present your offer very carefully.

A pitch is 1-3 sentences in which you briefly introduce yourself and your company or a specific offer. Your super tool for publicizing your mission and making contact with interested parties.

Your entire business idea and how you market it is contained in these few words, just like in Cinderella's nutshell. However, your magic tool can only be effective if you use it with full conviction.

The elements in the StoryPitch

The story coordinates: Keep the overview.

Storytelling is far more than just a hip marketing tool

Storytelling is our human language. It is our own human way of communicating our knowledge, holistically (with values, beliefs and teachings), connecting and building community. We process knowledge as a story and pass it on (if we don't forbid ourselves to do so), so if you present someone with a table, the other brain has to reformulate it first. We live our identity in storytelling. Telling your story should be a basic right!

Looking through story binoculars helps us to keep track of complex systems (our own expertise, the internet and the customer's world).

Storytelling principles are constants. They give us orientation in social interactions between our world, the outside world and the customer's world. This allows us to quickly find our feet and intuitively dock on.

Nothing convoluted and long-winded! Basic narrative elements provide structure and clarity in your communication.

→ Basic elements: story structure (Aristotelian 3 phases), a problem and its solution are central, change (transformation), story roles and multidimensionality (external problem solving and internal development task).

→ Elements of effectiveness: tension, emotion and surprise moments of change, the principle of similarity and strangeness, humor, exaggeration, dramaturgical and rethorical techniques and so on. Effectiveness elements give your message additional magic (this is a sudden, unexpected effect that surpasses previous expectations).

Phases in storytelling and the story pitch

I have already written about the phases in storytelling in my blog article on the STARt method, so here is just a quick reminder: follow the phases when constructing and telling a story. This makes it easier for you and the familiar structure not only provides orientation, but is (because it is anchored in our cultural DNA) virtually the expected format.

Three phases as a basic structure: A narrative, story, narration or story is the retelling of an action (with the aim of solving a problem). In any case, stick to the 3 Aristotelian phases (even if I don't go into this any further now, that will be a separate article). These phases also have a different energy. Which music would you choose for each?

→ Beginning (familiar world in which a problem arises)

→ Middle (plot, action!, problem solution)

→ Conclusion (result, hero:in and world are a better version of themselves)

Roles in the story pitch

Something is very important before you tell the story or your pitch: Be clear about the distribution of roles in the communication situation!

You can start with 3 essential characters (you'll find out why there are 4 pictured here when you read on {a little cliffhanger for the suspense}).

Hero: Is the protagonist. Normally, in a pitch (because we are in professional storytelling), this is your customer. This is the person in the pitch who has to fulfill the task and change. However, the hero is several people (see the classic by Joseph Campbell, “The Hero with a thousand Faces”: the characters in a story stand for inner parts and stages of a development). So you can also tell the story of another client or of your former self, if the similarity with the transformation of your client. Brainstorm, research and make notes: What does her everyday life in the familiar world look like? What stresses her out? What does she want?

Storyteller: Now you come into play: In the pitch, you are the storyteller (mentor, guide). Outline: How would you like to present yourself as an expert? Place equal emphasis on authority (experience, education, but not too much) and empathy: In the role of mentor, you understand the hero's problem very well and know your way around their world. Most likely, your former hero self has been in this situation before and has overcome it. That's why you already have a plan. You present it to the heroine. She has to go herself. But you can create the best conditions - and give her a plan (= your method, your offer).

Villain: Another headbutt. And this one is worth it! Because the answer will bring rock crystal clarity to your pitch. Crystals are created under pressure. Stories in which it is not clear what the hero is fighting against are weak and die a death of oblivion. Yes, you need crisis vocabulary here, because it's about something. Think think think: Who or what is standing in the way of solving the problem? What could happen in the worst-case scenario? How does it feel? From tooth decay to marketing fuzz, you'll figure it out.

Successful hero: Is the heroine or hero in a transformed, better version of her- or himself. The transformation: victim, hero, successful hero, storyteller. The heroine's vision has been fulfilled. The results have been achieved. The heroine has not only fulfilled the outer task, but has also mastered the inner transformation. The heroine and the new situation are a better version of themselves. The king can now become a storyteller: The Golden Dragon of Wisdom, Gandalf the White, Kung Fu Panda: you name it. The hero has processed his lesson and a circle closes.

How does the StoryPitch work?

Now you put the elements together like this.

→ Situation: The situation your customer is in. This can be concrete or abstract. What is the problem that needs to be solved? Incidentally, this is the most important question in the story framework. Without a problem, there is no reason to change anything. So think about it ;-)

→ Storyteller: Now introduce yourself, like this:

“I am _______________ and I support __________

_______ in solving __________ (problem) so that they ___________________ (result).

→ Plan: Now you present your offer, preferably in a few comprehensible steps from the customer's perspective (three is always good).

→ Result: Now describe the result of your work as experienced by the customer.

→ Transfer: What would you like your counterpart to learn from this and ideally do right now?

It's not as easy as it looks, is it? Absolutely. It's the same for everyone. After all, we're dealing with a subject close to our hearts and it's sticky. And what's more, the magic only happens if you put your doubts aside and get involved instead. Because it is based on tried and tested mechanisms of action.

Is a StoryPitch for you?

During the course of a normal business day, there are countless opportunities to make an impression. Customers or potential new customers and possible cooperation partners and multipliers then know what you stand for and what you offer. They will approach you if they are interested and spread the word.

The best advertising for your company doesn't even cost you any more time: use the first seconds and minutes of a conversation, because that's when the decision is made.

So how do you react when such an opportunity presents itself? Do you seize it and speak a few effective words full of positive energy to the point? Um, well, usually not? Could be better? Exactly.

How long should my pitch be?

I often hear this question. My answer: It depends on the communication situation. Here's how it works: You can prepare fragments that you can insert if you have more space, for example if you are allowed to introduce yourself in a guest post or interview. In general, I think it makes sense to have 3 versions. And also to be able to insert the fragments individually during the interview, where it fits in naturally. As an answer to a question, for example.

Where can I learn more about this?

In my blueprint coaching, we develop the individual question segments, then a middle version and an oneliner. We write this together with your expertise and your story in the blueprint. You can practise presenting in my regular workshops (with a brilliant, energizing audience and qualified feedback). The next one is in February.

But you can also just get started: Plan, test, work in feedback, test ...

I wish you every success :-)

PS: Click on the link and send me an email with the subject StoryPitch Workbook to mail@anjatimmermann.de and I'll send you the workbook as a PDF.