Look Mum I'm a Doctor!

My Mum always wanted me to be a doctor and finally I've made it, however, she would be a little disappointed to know it's not of the medical variety. I'm a 'pitch doctor'.

What is one of those I hear you ask and does it involve asking people to take their clothes off? Well let me explain a little further.

Someone who worked for me many years ago, when he had lots of hair and was much slimmer, is now CEO of a digital advertising agency – they have a big pitch on and he has asked me to be their 'pitch doctor''

To a large extent my role is to play the part of the client and evaluate their response to the brief but I can also bring a rigour and objectivity which is sometimes hard to achieve when you are caught-up in the heated frenzy of the pitch process and deadlines loom.

Hearing the agency explain their proposed strategy to me last week reminded me of one of my golden rules of pitching, which is, make sure you speak in plain English and keep it jargon-free (hopefully it now will be). Often it won't just be marketing folk in the pitch but people from all areas of the business, so it's important everyone understands your presentation and that you don't use unintelligible marketing speak. Think about the genius of the television scientist, Professor Brian Cox – his appeal is largely based on his ability to take highly complicated physics and make it accessible to all, with a large dose of enthusiasm thrown in. A pitch should be thought of in the same way - make it entertaining and understandable for all in the room.

Hand in glove with this golden rule is having a central theme which runs through your pitch - bear in mind the potential client might be seeing as many as six agencies, so you need to be remembered. You will only achieve this if there is a single idea running throughout the presentation off which everything else hangs.

Oh yes, and up until now no one has had to take their clothes off....thankfully.