The Heart Of Your Pitch

I was on a call with a client, an executive coach for C-level marketing leaders.

She had Adobe and Google on her resume, and 18+ years of experience.

Her offer was strong, and set at a price that was more than fair. She knew her work inside and out, but there was a problem.

No one was buying.

She was showing up consistently; she just wasn't connecting with the market.

When we looked deeper into her sales process, the problem became clear almost immediately. She was leading with results. Her credentials and methodology were front and center. All of these are vitally important, but something was missing.

The problem was that she had skipped the one part that makes a prospect stop, lean in, and decide they want to work with you.

Her story.

The story element of your pitch is the part most executives overlook because it feels too personal or too far removed from "business."

In fact, your story is what turns a competent pitch into a compelling one.

Your story is your credibility

When a prospect is considering hiring you, they're asking one question above all others:

Does this person actually understand my problem?

Your story answers that question.

You closed deals and led global teams. You managed nine-figure budgets and navigated the internal politics of some of the most competitive organizations in the world.

Your story proves you are selling something that worked for you.

No competitor can replicate that. They might be able to match your methodology or your offer structure. They cannot copy your lived experience.

It’s what makes you unique.

Three parts to a story

Forget writing a biography or a LinkedIn summary.

A strong story is three specific things said concisely and in order.

→ Where you were.

Describe the specific pain or problem you were facing. Write down what it looked and felt like day to day. The more precise and concrete you are here, the more your prospect sees themselves in your story.

→ The catalyst that made you decide to change.

Think of the moment or realization that pushed you to make the change. It doesn’t have to be dramatic, as long as it’s honest.

→ Where you are now.

The result you achieved is proof that your concept works. You solved the problem and now you help others do the same.

When those three things are in place, you can begin earning trust at an emotional level.

From story to pitch

Once your story is clear, you need two versions of it.

1. Your 5-minute pitch.

This is for early conversations and discovery calls.

Use it for introductions where you have more time and space to share context.

It covers all three parts with enough detail that your prospect genuinely understands who you are, what you left behind, and why you do what you do.

2. The 30-second pitch.

This is for networking events and quick intros.

It’s there for the moments when someone asks: "So what do you do?"

No need to try to close the deal, you're just trying to get them interested.

This second version is harder to write, but both should feel natural, not rehearsed.

With a little guidance, my client figured this out. Once she had her story in place and knew how to use it, the conversations improved. People started asking follow-up questions.

When you get this down, you won’t even feel like you’re pitching.

You’ve worked hard on someone else’s vision for many years.

To write your Second Act, you have to build it yourself.

This begins with defining your story, and how it fits into your pitch.

If you're looking to weave your experiences into a solid pitch, tell me:

What’s the biggest challenge you face when presenting your backstory?

Melina