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What’s the secret sauce to crafting a pitch that not only stands out but also captivates and convinces? How do you grab attention in a sea of pitches and make a lasting impression?
My guest today is here to answer those questions and share the insider strategies that make a pitch truly unforgettable!
Michelle Razavi is the Founder and CEO of Elavi, a 7-figure food company that’s transforming the wellness landscape with their high-protein, low-sugar, vegan, and gluten-free products.
Elavi’s innovative desserts are not only a hit on Amazon, but they’ve also made a splash at Costco and are carried nationwide in tech offices, cafes, fitness studios, and boutique retailers.
Michelle isn’t just a successful entrepreneur; she’s also a digital marketer, certified fitness trainer, and yoga instructor, and she’s been recognized on the Inc Female Founder 250 list for her remarkable growth and expansion.
In today’s episode, Michelle will share her insights on how to craft pitches that truly stand out—whether you’re targeting investors, retail buyers, or media journalists.
We’ll dive into the three C’s of a compelling pitch: keeping it concise, compelling, and action-driven. Plus, she’ll discuss common pitching mistakes, tools to give your pitch an edge, and how to conquer limiting beliefs!
If you’re ready to elevate your pitching game and make a lasting impression, this episode is packed with actionable tips you won’t want to miss.
The Three C’s of a Great Pitch
Michelle kicked off our conversation by emphasizing the three key elements that make up a great pitch:
- Concise: In a world where inboxes are overflowing, brevity is essential. Michelle advised against writing lengthy essays about your qualifications. Instead, focus on delivering your message clearly and succinctly. Think about the person on the other end of the pitch—what do they need to know quickly?
- Compelling: Your pitch should highlight what makes you unique. What is your “sweet sauce”? What value do you bring that others don’t? This is your chance to stand out, so make it count!
- Call to Action: Every pitch should end with a clear call to action. What do you want the recipient to do next? Whether it’s scheduling a meeting, requesting more information, or simply replying to your email, make sure it’s clear.
These three C’s are the foundation of a successful pitch, and keeping them in mind will help you tailor your message to your audience and goals.
Michelle’s Journey to Mastering the Pitch
I was curious about how Michelle became such a skilled pitcher. She shared her background, revealing that she has always been a go-getter. From her early days in high school and college, she was involved in various activities and loved engaging with people.
Her first job out of college was in sales for a tech company, which she described as a challenging yet invaluable experience.
The constant rejection she faced on the sales floor helped her build resilience and learn the importance of qualifying leads before pitching. She likened pitching to building reps in the gym—it’s all about practice and improvement over time.
Michelle also highlighted the importance of adaptability in pitching. As the digital landscape evolves, so should your pitching strategies. Staying curious and open to learning will help you refine your approach and keep your pitches fresh.
Types of Pitches to Consider
During our chat, Michelle provided some examples of different types of pitches that entrepreneurs can send out. Here are a few key categories:
- PR Pitches: These can be for various media outlets, including podcasts, print publications, or brand partnerships. The focus should always be on the value you can provide to the outlet, rather than just talking about how great you are.
- Investor Pitches: If you’re seeking funding for your business, you’ll need to pitch to potential investors. This involves not only pitching yourself but also presenting the opportunity for them to invest in your company.
- Retail Pitches: For those with products, pitching to retailers is crucial. You need to demonstrate how your product can drive sales and benefit the retailer.
Michelle emphasized that pitching is about putting your name and brand out there. No one will advocate for you as effectively as you can advocate for yourself. This is a vital mindset shift for many entrepreneurs.
The Power of Being Your Own Publicist
As we continued our conversation, we touched on the importance of being your own publicist. Many entrepreneurs underestimate the power of self-promotion.
Michelle shared her experience of pitching herself directly to me for this podcast, which made her story more authentic and relatable.
When you pitch yourself, you’re not just sharing your expertise; you’re also building your online presence. Potential hosts or partners will likely check your social media and previous appearances, so it’s essential to curate a strong digital profile. Everything you do online compounds and contributes to your overall brand.
Common Mistakes to Avoid When Pitching
With so many pitches landing in my inbox each week, I asked Michelle about the most common mistakes entrepreneurs make when pitching digitally. Here are some key takeaways:
- Avoid Long Emails: One of the biggest mistakes is writing lengthy pitches. Instead, keep your message clear and to the point. Use bullet points to outline key topics and make it easy for the recipient to digest your information.
- Personalization is Key: Many pitches come off as generic and formulaic. Take the time to personalize your pitch by referencing specific episodes or topics that resonate with the recipient. This shows that you’ve done your research and genuinely care about the opportunity.
- Strong Subject Lines: Your subject line is your first impression. Make it descriptive and enticing to increase the chances of your email being opened.
- Follow Up: Don’t be afraid to follow up if you don’t hear back. Sometimes, a friendly nudge can make all the difference. Michelle shared that some of her biggest opportunities came after a second or third follow-up.
- Timing: Michelle also shared a valuable tip about timing your pitches. She mentioned that the best days to pitch are Tuesday through Thursday, during working hours (10 a.m. to 2 p.m.). This increases the likelihood of your email being seen and responded to.
Overcoming the Fear of Rejection
One of the most significant barriers to pitching is the fear of rejection. Michelle and I discussed how rejection can feel personal, but it’s essential to remember that a “no” is not a reflection of your worth.
Michelle shared a piece of wisdom from her mom: “What’s the worst that can happen? They say no.” This mindset shift can help you approach pitching with less pressure. Instead of fearing rejection, focus on the process and the experience of putting yourself out there.
She also referenced Sarah Blakely’s approach to failure, where her dad would ask her what she failed at that day. This perspective encourages you to embrace failure as part of the journey and to view it as an opportunity for growth.
The Role of Timing in Opportunities
As we wrapped up our conversation, Michelle emphasized the importance of trusting the timing of opportunities.
Sometimes, you may not be ready for a particular opportunity, and that’s okay. It’s all about building your skills and experience until the timing aligns.
I shared my own experience of reaching out to potential guests and how some of them may not have been ready at the time. But as time passed, those connections blossomed into meaningful relationships!
Connect with Michelle
I hope you found this episode as enlightening as I did! If you’re ready to start pitching yourself and your ideas, remember that practice makes perfect. The more you put yourself out there, the more comfortable you’ll become!
If you loved this episode, be sure to connect with Michelle on Instagram and check out Elavi’s products here!
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