A clean, clear concept
A clean, clear concept. That’s what we want to see. I find pitching a project mostly comes down to answering one simple question: what is it?
What’s the concept?
Unfortunately finding a simple answer is usually harder than it seems. It is a constant struggle to refine your project description down to the very basics while still making it sound attractive. I have seen this go horribly wrong in pitches, where people talk about every element of their show for half an hour and still don’t answer the question ‘what is it?’ Even being very aware of it myself and working at that, I have still sometimes come back from my own pitches knowing that I need a simpler, cleaner way of explaining what it is.
Part of it is excitement. We can get so excited about all these great things in our show that we start to waffle. It just comes out and we lose control of what we’re saying and sentences wander from one part of our concept to the next. It is enthusiasm. Enthusiasm is good and people pick up on that – don’t lose the enthusiasm. But be very aware of the complicated spaghetti-like descriptions that enthusiasm can lead to.
So you need to be prepared. You need to work on your simple description in advance and you need to learn it. Then after you have delivered it, you need to stop talking. Let whoever you are pitching to take it in and ask the questions they need to ask. Answer those simply too. It’s like the advice I see given to people taking the stand in lawyer shows – short answers, answer only what you are asked. The difference between pitching and testifying in a law show, however, is that you need to retain that enthusiasm.
Here is one more thing to be aware of – sometimes your show will change. As it develops, new themes might be added, old ideas discarded. New characters or a new focus is brought in, adding layers to your concept. Your concept will likely grow and find new depth which is all a good thing. But instead of adding each new part to your core pitch, you really have to go back and create a new description. One just as simple as the original but gets across where the show is right now. Clean and clear.