The Power of Not Yet-Perfect Your Pitch, Hook, Story, Offer

In business, a pitch is a promise that your company can be relied upon to improve your ideal client's situation. The idea of "pitchmen" has been around for decades. In the early years of television, pitchmen were instrumental in selling household goods and products directly to consumers through persuasive demonstrations and compelling storytelling. These pitchmen became iconic figures, shaping the landscape of advertising and infomercials as we know them today.

One of the earliest and most influential pitchmen was Ron Popeil, who revolutionized the industry with his innovative approach to product demonstrations. Popeil's infomercials, often aired during late-night television slots, featured him showcasing various inventions and gadgets enthusiastically and with conviction. His catchphrase, "But wait, there's more!" became synonymous with offering additional value to customers and encouraging them to make a purchase.

Another legendary pitchman from the early years of TV was Billy Mays, known for his booming voice and energetic persona. Mays was a master at selling household cleaning products and tools, such as OxiClean and Mighty Putty, through his passionate demonstrations and persuasive pitches. His larger-than-life personality and memorable catchphrases made him a beloved figure in the world of infomercials. "Hi, Billy Mays here!"

Then, there was my girl, Clara Peller. Clara made a significant impact as a pitchwoman in the 1980s with her iconic line, "Where's the beef?" in a Wendy's commercial. Her humorous and memorable delivery resonated with audiences and helped propel Wendy's into the spotlight. (BRB, going to get a Frosty...)

The pitchmen of the early years played a pivotal role in shaping how products were marketed and sold directly to consumers through television. Their engaging demonstrations, charismatic personalities, and effective storytelling techniques captured the audiences' attention and established a direct connection between the pitchmen and their viewers. This direct interaction fostered trust, credibility, and a sense of authenticity, which were crucial elements in persuading consumers to make a purchase.

Fast forward to the digital age, and we see a similar phenomenon unfolding with the rise of social media influencers and online personalities. These modern influencers leverage platforms like Instagram, YouTube, TikTok, and others to reach and engage with their target audience in much the same way that the pitchmen of the early years did on television. They create entertaining, informative, and relatable content, building a loyal following of individuals who trust their recommendations and value their opinions.

For businesspeople looking to reach their ideal clients and establish a strong connection, video content is an invaluable tool. Just as the pitchmen of yesteryears used television to showcase products and engage with audiences, today's entrepreneurs can use video to tell their brand story, showcase their products or services, and provide valuable insights or tips relevant to their industry. Video content allows for a more dynamic and immersive experience, enabling businesses to convey their message in a compelling and memorable way.

Moreover, social media platforms offer unprecedented opportunities for businesses to build an audience and cultivate a community around their brand. By consistently creating and sharing engaging video content, businesses can attract followers who resonate with their values, interests, and offerings. These followers become not just customers but advocates and ambassadors for the brand (we covered "megaphones" in Chapter One: Rejection Is a Gift and the 1:1 mentality), helping to spread awareness and drive growth through word-of-mouth referrals and social sharing.

In essence, the principles that guided the pitchmen of the early years—authenticity, credibility, engagement, and the power of storytelling—remain just as relevant in the digital age. By embracing video as a means of reaching their ideal clients and building an audience on social media, modern businesses can tap into the same strategies that made their predecessors successful while leveraging the unique opportunities afforded by digital platforms. So, I ask. Do you want to make some videos? (Or build a snowman? Honestly, I’m game for either).

At this point I think we can all agree that video is an excellent tool for allowing people to get to know you, but the most effective approach is through consistently posting videos. While this can be challenging, depending on the format, you may find it necessary to write scripts. However, scripting can sometimes detract from the fun and spontaneity of videos. It's important to note that spontaneous videos may only perform well on certain platforms and may not fully convey your message. As a business, showcasing who you are is one of the primary reasons for creating videos.

Developing a script for your video content, while it may be considered tedious by some, is crucial for several reasons. Firstly, a well-crafted script ensures that your message is clear, concise, and effectively communicated to your audience. It helps you organize your thoughts and ideas, ensuring that you cover all the key points you want to convey. Additionally, having a script can help you maintain consistency in your messaging across different videos, ensuring that your brand voice and tone remain cohesive. (We covered this in Chapter Seven: Becoming Crystal Clear. With Amy, remember Amy? UGH)

Moreover, scripting allows you to plan out the structure of your video, including the introduction and main content which helps maintain viewer engagement and guides them through the video smoothly, ultimately resulting in a Call to Action (CTA). It also provides an opportunity to incorporate storytelling elements, anecdotes, or humor, which can make your content more engaging and memorable.

While script writing may seem daunting, especially for those who are not accustomed to it, creating a fill-in-the-blank script can streamline the process and make it more manageable. By developing a template with customizable sections such as the introduction (your Hook), main points (your Story), and conclusion or CTA (your Offer), you can easily adapt it for different videos and topics while maintaining consistency in your messaging.

(In my best Billy Mays voice:) "Hi, Red Hilton here!" I have developed a fill-in-the-blank script which allows you to plug in specific details or examples relevant to each video, saving time and effort while still ensuring that your content is well-structured and effective. Since the script provides a framework for your video content, it is easier to brainstorm ideas and plan out your videos in advance. (In my best Ron Popeil voice:) "But wait, there's more!"

This "fill-in-the-blank" script, called Hook, Story, Offer (HSO); teaches you to focus in on the pain points of your ideal client, create a "conversational" tone, and present your business as the best option to address these pain points. Hook, Story, Offer will help you to write your own 5-minute infomercial (or webinar, as the kids call it today). Once the blanks of HSO are completed, you will have the PERFECT base for a video, short webinar, or advertisement for your company or service. The best part, HSO, is designed to be used over and over again, allowing you to create ENDLESS video content. So you may be asking yourself, "Where's the beef? " (Miss you, Clara!) Well, the HSO workshop is part of our TheGameChangersConference.com Workshop and it is behind a paywall on my website (BelmontCityPress.com) so we won't be going over it in depth here. But, dear reader, allow me to give you some fundamental breakdowns of the HSO structure.....Continue reading by obtaining a FREE Copy of our book after taking the Book Marketing Quiz, or you can click the link and purchase a copy (psst...we suggest the FREE route!).