How To Use Storytelling To Create a Successful Pitch

Storytelling Create Successful Pitch
Use storytelling to create a successful pitch. Image credit: Adobe Stock.

Every startup business has a compelling story to tell—what influenced them to start creating a product, and what made them go into business with a partner? Those are the things that pull investors in and introduce a compelling story. Here’s how to use storytelling to create a successful pitch.

Audiences Remember Goals Better Than Descriptions

Stories have a bit of everything: action, adventure, plot, characters, and a goal. A person reading a book will remember the plot, characters, and goals better than what the main character did first thing in the morning. When describing your story, keep the details simple and to the point. Investors are on a time crunch, and they want to be able to learn something from your pitch to remember it.

Put a Hero and Antagonist in Your Story

If you want to spice things up and have your audience interested in your story, you need a hero and antagonist. For example, say you’re selling a piece of medical equipment. Make the hero your patient, and the antagonist is a disease. You should immediately introduce your character’s problem and why and how the antagonist is involved.

Use Your Product As the Vehicle in Your Story

From the climax, your audience is now at the edge of their seat—this is where you can apply your product as the vehicle in the story. The product is the force that helps your hero reach their goal. How does your product help the hero? Ask yourself those questions before ending the story—no one likes a story with loose ends.

Stick to Using Third-Person in Your Pitch

Sticking to third-person storytelling in your pitch can save it. First or second-person storytelling isn’t as engaging as the third-person perspective. Audiences who hear words like “I” and “me” might not be receptive because there is no feeling behind the words.

Second-person storytelling draws too much distance between you and the investor. The comfortable middle ground is third-person. The third-person narrative is interactive, putting the reader in the main character’s shoes. Third-person allows audience members to visualize themselves experiencing the main character’s actions, so they feel more drawn into the story.

Close It Out With a Strong Message

Ending with a strong message is always a good idea. Avoid cliffhangers—no one likes them, and your investors may not bother investing in your business. Give a great conclusion to your story. You can wrap it up by stating how the medical treatment helped the main character fight off the antagonist.

If there is one thing to include in your investor pitch, it’s animated videos. Using animated explainer videos can elevate your brand by demonstrating how your device or product works.

Use storytelling in your pitch to help investors understand your product’s story better. Knowing how to tell a story about your medical products is essential so that shareholders can feel excited about investing in your company.

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Paul Tomaszewski is a science & tech writer as well as a programmer and entrepreneur. He is the founder and editor-in-chief of CosmoBC. He has a degree in computer science from John Abbott College, a bachelor's degree in technology from the Memorial University of Newfoundland, and completed some business and economics classes at Concordia University in Montreal. While in college he was the vice-president of the Astronomy Club. In his spare time he is an amateur astronomer and enjoys reading or watching science-fiction. You can follow him on LinkedIn and Twitter.

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