
Over the course of about five months, I pitched a project with a writing partner to 12 groups of executives. We went out to producers first and then the networks. Although ultimately we did not make a sale, we received universal praise for our presentation and a lot of unsolicited notes about being open to future pitches. I consider the process a success and I definitely learned a lot.
OK, so maybe I’m using “success” loosely here—we were both obviously bummed we didn’t sell our series and I may have softened the blow that night by cracking open the Good Whiskey and listening to ’80s goth rock.
But after I let my emotions subside and turned off The Smiths, I discovered that I really did learn a lot from the many hours in Zoom rooms performing our pitch over and over.
In my opinion, the secret sauce to a great pitch—whether you sell it or not—is having the right set of expectations for yourself, the meeting, the execs, and the outcome.
What to Expect from the Pitcher (That’s You!)
Simply put, you must prepare your pitch in whatever manner gives you the best chance at successfully communicating the vision for your series. That’s what everyone expects.
Aim for clarity, brevity, and personality. In other words, be clear, brief, and be you. The most engaging pitches let your voice and personality shine. Your challenge is to reveal why you are the best (and perhaps only) person to tell this story.
I would guess at least half the executives we pitched asked follow-ups about our personal connections to the series. Your inspiration for the story should be just as compelling as the story itself.
Use simple language to describe your story and do it in the fewest words possible.
How Long Should Your Pitch Be?
It sounds nuts, but your pitch for a full TV series, whether it’s a 10-episode miniseries or a 22-minute multicam, should be no longer than 15-20 minutes.
Ours hovered at 20 minutes and by the end wrapped up in about 18.
Most Pitch Meetings Happen Online
For better or worse—in my opinion, for better—pitches now occur virtually. Although most pitches are on Zoom, I’ve had a few on Google Meet and Microsoft Teams.
It is absolutely essential that you test each platform before your meeting and familiarize yourself with each platform’s quirks.
Have Your Pitch Memorized or Ready to Read
If you decide to read a script rather than memorize, put the document or teleprompter app at eye level near your computer’s camera.
Remember to read actively, but not super fast. If you have to read fast in order to keep the pitch under 15-20 minutes, then you’ve got to cut something.
Your Voice Matters in a Pitch
That said, during those 15-20 minutes, do what works for you. I cannot stress that enough. No two writers pitch the same. Some writers memorize, some read, some do voices, and some have index cards or outlines.
If props help you communicate your story, have props. I literally know a writer who brought her newborn baby to a pitch.
Read More: Why Voice Is So Important to Your Screenwriting Career
Practice, Practice, Practice
Then, practice your pitch to fellow writers, friends, or family members, especially if you have audio/video cues. Don’t know anyone? Record yourself doing the pitch and play it back. Just don’t forget to delete it later because, yes, it will be a little cringe. Presenting to no one is basically the sound of one hand clapping.
Anyway, run the entire presentation and ask folks if they experienced any hiccups. Sometimes, what you see on your screen is not what they see on theirs.
Quick Aside on Pitch Decks
Personally, I like to create pitch decks. Adding art, stills from other TV shows, and casting suggestions to the pitch can help execs visualize the world, characters, and important elements of your show. If relevant, short audio or video can also be helpful. I built a deck for this recent pitch. It included brief video clips, GIFs, and a couple of comedic callbacks.
There are a host of smart rules to follow in terms of how to organize a good pitch deck, but in general, just keep the words on the slides to a minimum and if you do have words on a slide… do not waste time reading them out loud. What you see on the slide should be additive to what you say in the pitch, not verbatim.
There are of course some disadvantages to a pitch deck. Running a presentation requires multitasking and creates more responsibility. Sharing your screen can be scary. Glitches will happen. If you’re not tech savvy, consider alternatives… or get smart.
Despite all our prep, our presentation still crashed twice —at different times and in different places. I stayed calm, requested a second to reboot, and then dropped us back where we left off. The execs were patient and gracious. They expect the occasional glitch from an online presentation.
Another downside? A pitch deck opens the door to design criticism. Execs may not remember a great pitch if it’s got a flawed deck —or they may remember you, but for the wrong reasons.
So if you want a pitch deck, but you’re not a designer or don’t have the time/motivation to learn basic design, I suggest you pay someone to make your deck.
What to Expect from the Pitch Meetings
Just like in a general meeting, there’s always a little small talk when everyone first joins the meeting. Be present during this—if you can make a connection with execs before you start the pitch, it will help calm those inevitable nerves.
Speaking of nerves—I am about to share the absolute, bar none, best advice I have ever received about pitching. Before you launch in, take a deep breath and think to yourself: “I’m sexy and I have a secret.”
Maybe it sounds silly, but you know what—it’s also true! You are sexy and you are about to share a cool story that before this pitch, was only known to you. Your story is your secret.
Adjust Your Pitch As You Go
Also, it’s important to see your pitch as a living thing. The more you perform the pitch, the more you will notice places to trim, punch up jokes, and incorporate good notes/details that help strengthen the pitch overall. Do not be afraid to tweak, cut, or tailor your pitch from meeting to meeting.
In our pitch deck, I added and combined several slides over the course of the pitches. Character descriptions—and the theme of my series—got way tighter. The deck I used for the final pitch was several slides shorter than the one I used on my first pitch.
Be Prepared to Answer Questions
Sometimes ideas for these tweaks occur when the pitch ends and the Q&A begins. Yes, you will be tested on your story, but remember that you know these characters and the world better than anyone else.
Trust yourself. Be open.
Even if a question throws you off or makes you consider something brand new, go with it. Every pitch presents an opportunity to make your series stronger.
I have to emphasize that it is really, truly, remarkably impossible to predict what questions execs may ask during the feedback session. That said, you may notice the same question pop up in multiple pitches —which can be a good thing because that means you have the answer!
Some writers deliberately leave certain things out of their pitch in an effort to anticipate what an executive might ask. I am not smart enough to implement this strategy, but that may work for you.
Read More: How to Know It’s Time to Write Your True Story
What to Expect from the Execs
Here’s a fun fact a lot of writers forget: executives actually want you to succeed! They are on your side. They agreed to hear your pitch and would love nothing more than for you to blow them away.
Just remind yourself that they are listening to your pitch as ambassadors of their company. Every company has a unique brand and mandate(s) that dictate the kinds of stories they want to buy and create.
While you’re pitching your writer’s heart out, executives are filtering—is your story “right” for their company? Which elements are attractive to them and which are weaker?
The assessments they make during your pitch influence the kinds of questions they ask during the feedback session. Not only do they want to fully understand your story, they want to know if—or how—it jives with their company.
Also, be prepared for some executives to stay on mute during your pitch. Sometimes the entire team will be on mute, sometimes it’ll be a mix. Don’t read into their choices, just focus on your pitch, and make sure you’re not on mute.
What to Expect from the Outcome
The pitch ends, you weather the Q&A, you follow up with your reps, you send a thank you email to the execs, and now… you wait.
They might respond to your pitch within a few hours or might take a couple of weeks.
It should come as no surprise that the vast majority of pitches do not result in a partnership or a sale. Every purchase represents a risk for a company and you cannot take it personally if they pass on your concept.
When you do hear their decision, try to get feedback from your reps about what the execs liked or didn’t like about the pitch. Sometimes it’s useful and informative. Sometimes, well, yeah, it can be baffling. But it’s always worth hearing.
Regardless, this means success cannot be defined by whether the project sells. That is of course the goal—duh—but you do not control the marketplace nor the whims of corporate desires.
You should define success as your ability to present your series in the clearest, cleanest, most entertaining fashion. If you did that and the execs still passed on the project, you should still be proud. And just because they passed on your story, does not mean they passed on you.
So instead of being panicked or worried or super nervous about the next pitch, I’m excited. And you should be, too. Because you’re sexy and you’ve got a secret.
Read More: What’s Expected When Pitching For an OWA?