The moment of use
Where the hands are. A photo of that moment is worth more than a feature table.
How to Pitch a Product
Pitch a product to the person who would use or buy it. Lead with the job and the thing they use today. The spec sheet is what they read after they care.
誰が座っているか
A buyer, a user with a budget, a retailer, or a distributor. They are deciding whether this replaces something they already own or do. They are not deciding whether your company is fundable.
About a minute if they are standing. Three minutes if they are sitting. Either way the last line is how to get it: price if you can say it, or the one next step.
When [who] [the situation], [product] replaces [what they use] so they can [the result they can see].
この順で話す
The job
The moment it is used. Morning, counter, site, kitchen. Not a demographic.
What they use now
The incumbent product or habit, including “nothing, and here is the mess.” Respect it. They chose it for a reason.
The difference they can see
One difference a person can point at: a step removed, a result they can watch, a part they can hold. Not a brand adjective.
Proof
A demonstration, a measured result you are allowed to cite, or a customer who will say it. If you cannot show it, do not claim it.
How to get it
Price and where, or a single next step: a sample, a trial on one job, a purchase. A pitch with no path to the product is a trailer.
括弧を事実に替える
事実のない括弧は文ごと削る。数字を作らない。
- Job
When [who] is [the situation], they need [the job] done.
- Today
They use [the current product or habit], which [the specific shortcoming].
- Difference
[Product] [the difference they can see]. You can [the action that shows it].
- Proof
[The demonstration or the cited result]. That is the evidence, not a slogan.
- Get it
It is [price and channel], or the next step is [sample / trial / call] on [date].
話す前に用意するもの
The incumbent
Name it. Buyers trust you more when you know what they already bought.
One showable difference
The action you can perform in the room or on camera. If it only lives in a claim, cut it.
Price or the next step
Whichever you are willing to say out loud. Hiding both reads as not ready to sell.
They have to see the difference, not hear the spec
A product pitch fails in the adjective layer: smarter, seamless, premium. None of those can be pointed at. A removed step, a visible result, or a part in the hand can.
A film built around the object itself is a separate kind of video. The pitch you can make today from a brief and your photos is the spoken one: situation, difference, proof, and how to get it. Do not claim a result the photos do not show.
ここで失敗する
Reading the spec sheet
Dimensions and materials answer a question they ask after they want it. They do not create the want.
Features they did not bring up
Three differences dilute the one they can see. Pocket the rest for questions.
No price and no next step
“Let me know what you think” is the end of a pitch that was afraid to sell.
A result you cannot show
If the film or the sample does not contain the effect, do not narrate it. Buyers and retailers will ask to see it again.
映像にする
Make a one-minute film from the situation, the difference, and the proof, using the photos and the one-pager you already have.
A project video runs about a minute, in three chapters: the painful situation, the solution, and the advantages. You submit the name, the audience, the situation, the solution, how it works, the evidence and the next step, and you can upload a plan, a deck, a PDF or photos. You see the production plan before anything is made. Do not include a result you cannot source. A film is delivered only after it passes checks, and charged only once delivered.
ベータ期間中、新しいメールには招待コードが必要です。なければ営業に書いてください。
よくある質問
How is a product pitch different from a sales pitch?
A product pitch is about the object and the job. A client pitch is about their situation and the work you would do for them. If you sell a service, use the client pitch. If you sell a thing, stay here.
How long should a product pitch be?
About a minute when they are standing, three when they are sitting. The last line is always how to get it.
Do I need a demo?
You need the difference to be visible. A live demo, a short clip of the real action, or the product in the hand all count. A rendered fantasy of a result does not.
What if I cannot say the price?
Say the next step and the date: a sample, a distributor conversation, a trial on one job. Silence on both price and next step ends the pitch.