Storytelling is almost as old as humanity. From early cave paintings that have taught us about ancient rituals, to the classroom where teachers ignite children’s imaginations, storytelling (when done well) can be used to engage and inspire your audience. And that is no different when you’re pitching to a potential investor.
We humans love stories. They help us digest information, understand a product or solution to a problem and keep our attention. A strong story can explain the customer journey and neatly take you to your financial ask as well as providing your pitch with flow and enables you to remember it. What’s more, stories feel more conversational and are therefore easier to remember than a handful of disconnected facts.
Here are four storytelling tips for video pitches to incorporate fantastic storytelling into your pitch.
Create a single character for your story
Developing a character for your story (you, your key customer focus whose problem you are solving) enables investors to relate to a real human who they will be helping and selling to by investing in your product.
Investors are more likely to relate to, and remember, Jimmy, a self-employed decorator looking for a time-saving way to paint the outside of a house, than you just sharing your paint spray technology.
Spend time thinking of some character options, their background, and how you are solving their problem and choose the one that sits best with your team – is the most likable and easy to relate to and further develop them for your video pitch. Research who you are pitching to, as incorporating something they may relate to will hook them early on in the pitch.
Research the best storytelling structure
As with all great stories, your video pitch story needs to take your audience on a journey. And as we all learned at school: have a beginning, a middle, and an end! Outline the problem and how this is affecting their lives, build from here and find resolution by providing the solution.
- How did your character discover the problem?
- How is their life affected by not having a solution to this problem?
- How did the solution get discovered and how your team worked together to create the solution and how it works for your protagonist?
Once you’ve created the perfect character for your video pitch, now you need to get inside the minds of your investors. This will help you develop the story to include information that will answer concerns or questions you predict they will have.
- How much money are you raising and how will the money be spent?
- How can you scale your product and what are your growth projections?
- Who is your market and how big is the potential market?
- What is your marketing strategy to acquire customers and retain them?
- What are possible exit strategies?
Use strong visuals in your pitch to complement the story
‘Humans have long used pictures to communicate their greatest tales’. Utilising strong visual elements to enhance your story and outline the facts is a great way to finesse your video pitch and help the key information stick in investors’ minds. This is one of the major benefits of a video pitch. If your budget stretches to animation use it. You’ll be sending this video pitch to gain meetings initially, so it’s worth investing time and money if you don’t have the expertise in-house to achieve what you want.
Images, graphics, and animation can help you connect to investors and share your story and company in the best way using the medium to its full potential.
So, get creative to nail your video pitch and develop a strong bond with your investors who will be itching to invest by the end of your pitch!