Introduction

In business, a pitch is a generic term for any one-way communication intended to convince a target audience to take a specific action, as determined by the author. Any form of media can be used to deliver a pitch. Examples include:

• A radio or TV ad is a pitch that tries to convince its audience to buy something.
• A seminar is a pitch trying to persuade its attendees to try something new.
• A short verbal presentation, such as an elevator pitch, whose aim is to get an appointment to discuss things further.
• A document aiming to convince the reader to take some action.
• A political speech is another form of pitch used to get votes.

Depending on the pitch's goal, different objective criteria apply. However, common to all pitches is:

• A hook that grabs the attention of a specific target audience.
• The hook should identify a significant challenge or opportunity faced by members of the target audience.
• Clearly defines the compelling benefits that the pitch's author offers.
• Has a clear call to action to gain the benefits offered.