The Do’s and Don’ts of Pitching

The Do’s and Don’ts of Pitching

The Do’s and Don’ts of Pitching

So...many...pitches… That’s the God’s honest truth about what often runs through my mind when I check my inboxes. On social, on email, and anywhere I can be hunted down, I get your pitches. Lots...and lots...of pitches. And the reality is- that’s a big part of my JOB! And while I may not be coming across as super enthusiastic at the moment, I am always excited to discover a concept that resonates with me, that’s unique, that is pitched well. The problem is, lots of these pitches that I sift through, for lack of a better word - suck.

So I’m here to tell you a few ways to not only not suck, but to soar. Whatever story you’re telling, here are some “Do’s and Don’ts'' to address before giving a verbal or written pitch of your screenplay or series. Keep in mind, I’m specifically thinking of the pitch sessions you can sign up for on Stage 32. 8 minute slots, or 2 pages written.

A FEW DO’s

1. DO: Know Your Audience

Would you go to a job interview without researching the company you’re interviewing for? I hope you answered no, because a pitch is basically the beginning of a job interview, and if you don’t know who the heck you’re “interviewing” with, you’re going in with a deficit. Especially in this day and age, there’s no excuse for not knowing your audience, at least to some degree.

I always know when a writer hasn’t checked out my production company via a simple Google search, because they pitch me a feature set in Medieval times with a cast of elves and warlords, dragons and battle scenes, Lord of the Rings meets Star Wars. For the love of all that is holy! Google search us! We (Whitewater Films) are known for truly independent features, usually distributed through arthouse theatres; character-driven and relatively compact in nature, and with budgets well under the 93 million dollar Lord of the Rings. Don’t waste our time, and just as importantly, don’t waste yours!

If you’re pitching to someone who is simply the wrong audience for your kind of content, it doesn’t matter how dazzling the pitch itself is, because it just won’t be a fit. And then you could wind up feeling rejected, when in reality it has nothing to do with your pitch! It’s just that, you’re pitching “tall, dark, and handsome” to a person who’s more into the “short, light, and ugly” type. You get the gist. Give yourself the best chance for success by identifying the type of content this particular person or company is known for, and presenting the material you have that’s in their creative world.

The Dos and Donts of Pitching

Poster for "Standing Up, Falling Down" by Whitewater Films

2. DO: Tell the Story

“Duh” you say. Not duh. I see a surprising number of pitches that tell a small piece of a story, or tell the setup to a story, or describe the characters and the themes of a story, but they don’t...quite...get...totheactualSTORY!!! (Sorry...got a little out of hand there.) But seriously- what a tease! It’s like you’ve handed me the buttered popcorn and sat me down in the theatre and what plays? Half of a trailer. I sit there thinking what an interesting protagonist, or how autobiographical and brave, but then just as I’m thinking wait for it...“it” never quite appears.

I’m left there, in the dark, overly air conditioned theatre(it’s so cold), having watched half a trailer and holding my batch of buttery popcorn thinking what just happened. I know your story is complex and layered and it may seem impossible to do what I’m suggesting here, especially in only 8 minutes!

Step away from the complexity and approach it in the least complicated way possible. Start by getting really, really simple; childlike, really, in your preparation of the pitch. What was always at the beginning and end of stories as a child? “Once upon a time” and, “The End”. Give us your version of “Once upon a time…then STORY STORY STORY...The End.” If you’re having a hard time diluting the “story” part into something that fits within an 8 minute pitch, step back from it. Get your aerial drone out, and fly high enough so that all those complexities look like tiny ants crawling along the Venice Boardwalk, but the major 6-12 events, the major plot points, those are clear! They’re bold! They’re vivid! They’re that guy that walks the Boardwalk with the boa constrictor around his neck! They’re the troupe of acrobats with the guy who jumps over his six friends...You can’t miss these plot points! They’re integral to the Boardwalk experience!

By the time you’ve landed your drone safely, you’ll see that the framework for your pitch has revealed itself. When you string these plot points together, they really do make that beautiful arc that we call a movie(or a tv show). In rare cases, you may want to leave out the very ending, or the big reveal. That’s fine, I trust your judgement on that. But you’ve got the essentials of any great story: a beginning, middle, and end; and I’m leaving the theatre with a belly full of popcorn and enough clarity to tell all my friends what just happened.

3. DO: Use Image-Rich Language

Cinema and Television are visual mediums. Say it with me! “VISUAL MEDIUMS.” Yes! EVEN in a psychological thriller. EVEN in a single-location concept. EVEN in an adaptation of a play. ESPECIALLY in the adaptation of your novel. If you spend even 50% of your pitch telling me about yourself or about the inspiration behind your project, you’re not speaking in images. If you spend even 50% of your pitch telling me about the protagonist’s backstory, you’re not speaking in images. If you spend even 50% of your pitch telling me about your characters’ thought processes, inner emotional life, and motivations, you are NOT speaking in images.

The Dos and Donts of Pitching

Poster for "The Boy Behind the Door" by Whitewater Films

So, troubleshoot all of those plot points you found in #2(above), and make sure they include image-based language. If the only words your plot points include are phrases like “She decides to do this, and then she feels this way, and then she thinks this”- you need to go back, and find the imagery. As a listener or reader of your pitch, I need to be able to “see” your film or tv series unfolding on the imaginary screen in my mind. Why? Once again: “Visual medium! Yay!”

As much as possible, you want to take me by the hand, sit me down in that damn theatre with that damn popcorn and say, “now watch THIS!” Draw the moving pictures for me. Don’t make me do the hard guesswork of where it is “she” is doing this “thinking” and “deciding”. Draw the picture! Treat me!

It’s like when I mention oh, say, The Wizard of Oz for example. Before you even make a conscious choice, there’s an image that pops into your mind, right? Maybe it’s the ruby slippers. It could be the yellow brick road. Or it could be Judy Garland melting hearts and belting against a hay bale. You couldn’t pitch me The Wizard of Oz without describing some of those images. It wouldn’t be right! Sacrilegious even! Image-based words are the single most effective pitching tool for setting expectations, not only of your script on paper, but of the film itself as you imagine it to be, upon completion.

A FEW DON’Ts

When someone tells me “Don’t,” the first thing I want to do is DO, so I’ll spend less time on the “Don’ts,” but try your best to avoid these things.

1. DON’T: Pitch to Me First

Particularly in a verbal pitch, you’re going to want to practice. Practice at least three times for anyone who will listen. This could be someone in the industry (another writer, for example) or a layperson(your mom). This practice is more for you than it is for them. Like, if your grandma doesn’t know much about filmmaking, she may not give you the most insightful feedback on your pitch, but if you’re really telling a story, it will make some sort of impression on her.

So you can ask your practice listeners things like, did I seem nervous?, was I speaking too fast/too slow?, how did the story make you feel?, was anything unclear? And what you’ll take away from your own reflection is wow yeah I was super nervous or I think I put grandma to sleep or I spent a lot of time talking about the character’s motivation, so not very image-rich. And make sure your practice is within a few days of when you’ll be pitching to an exec or producer, so you’re warmed up. Practicing a year ago at Christmas, maybe not as fresh.

The Dos and Donts of Pitching

Poster for "The Last Shift" by Whitewater Films

2. DON’T: Listen to Your Inner Critic

The inner critic will be there. That’s a given. And if pitching especially scares you, there’s never going to be a time when you feel like pitching. You’re not suddenly going to wake up one morning without nerves, so don’t get caught in the when-I-feel-like-it-figure-eight-loop-of-death, because let’s face it- you may never feel like it.

There’s a great John Wayne quote that says “Courage is being scared to death, but saddling up anyway”. So just assume you’ll always be scared to death, and saddle up. The inner critic telling you that you need to wait until you’ve won 47 screenwriting contests, and taken 68 classes, and reached nirvana, and become one with the earth, and botoxed, and lost twelve pounds, and learned to speak Swahili- well, you get the picture.

You can be aware of the critic, and then give it a sweet and succinct “F*** YOU”, while launching into your pitch, and saddling up anyway.

3. DON’T: Play Psychic

Never in all of time has anyone been able to know, for certain, that their movie is going to make “millions and millions” of dollars and win “dozens and dozens” of awards, and even if you have a crystal ball and somehow know these things to be true, it makes you come off as very green and mildly crazy to say so outright. The closest you should come to doing so, is to name comparable projects that won awards and made money.

So, it’s “My project is Million Dollar Baby meets Armageddon” but not “I have a bazillion dollar money maker that’s the best idea in the world because it’s judgement day but she’s a boxer and I know for sure this is going to be a gigantic box office hit and the boxer chic is going to win an Oscar!!!” Just give me the basics.

In fact, I’ll give you my “comparables” or “nutshell” tips now. Choose at least one comp that made great money at the box office. Don’t only choose comps that were critical successes but made no money. Don’t choose two comps from 40 years ago. One of the comps should be from within the last 10, if not the last 5 years. If you must compare it to The Wizard of Oz go ahead, but the other comparison should be recent. And again, please do not tell me that your movie is going to make enough money to feed orphans around the globe and save the rainforest and repay the national debt and build cities of gold and- yeah. While I admire your confidence, just don’t do that, thanks.

A quote for the road:

“There is a vitality, a life force, a quickening that is translated through you into action, and there is only one of you in all time, this expression is unique, and if you block it, it will never exist through any other medium; and be lost. The world will not have it.” - Martha Graham

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About the Author

Sarah J. Cornelius

Sarah J. Cornelius

Actor, Producer, Screenwriter, Creative Executive

Sarah is originally from Madison, Wisconsin. She made her screen debut in the acclaimed short film Leave You in Me. Her vulnerably raw work in the film garnered her Best Actress Award wins at the NYC PictureStart Film Festival and LA's Show Off Your Short Film Festival. Shortly after the film's comp...

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35 Comments on Sarah J.'s Article

Thank you, Sarah. This is very helpful. I have my homework to do, for sure. But I also feel like I am on the right track. I love the Wizard of Oz. Now searching for a comp for my story...I appreciate your candor and direct advice. This really make pitching less of a mystery. I like the last points about not trying to predict the future and doing it even if you are scared! Also, it is said a lot but you made it clear: know who you are talking to and what kind of stories they like to bring to the screen.
2 years ago
Thank you, Sarah J.
2 years ago
Rebecca James
Screenwriter
Oh Sarah, what a great article and ended with a cherry on top, a delicious quote! Thank you!!! Bec
3 years ago
David Ramey Gordon
Screenwriter, Weather Person
Thank You.  Good Stuff!   Wizard of Oz is still a good one without all the best parts.   We See Oz from His Side.  A Overly Ambitious Teen Plants a Speaker High in a Church Sanctuary and Uses a Microphone to Take over a Town with the thought THAT GOD is Talking Too Them.  Leading them to donate all their possessions to the church as He finds a way to make all their ends meet.  Answering Prayers Each Day.  Taking on the Roll completely.  He going from nothing to having enough money to pave the whole county in gold bricks.   His lust for power first growing as a young man.. and then fizzling out as He realizes it will be over, if they ever find out.   Oz going on living this double life without every being found out.  Since nobody realizes Its Him. .  He begins asking for Impossible things, just to see what happens.   Wouldnt you?   Things He Knows they cant come thru with.. they come thru with for Him.  They Find a Horse that can Change Colors.  Everythings great, when a mysterious group of foreigner visit, unable to find their way home, each in the group with a easy to point out issue to their personalities.   Oz being who He is.. always answering prayers..  Brilliantly Suggests.  "Just Click your Heels Together, and Say You Wanna Go Home. And your wishes will come true."  Now how He makes that Work.. I cant Tell you.  You know it sounds absurd.  But I promise it works out.     (Your writings are Truely Great Resources Sarah.)
3 years ago
Hugh Potter
Filmmaker
Absolute gold. I wish I had this information when I first started pitching. Better late than never. I like the "give it a sweet and succinct “F*** YOU”, while launching into your pitch, and saddling up anyway." I get it now. Thank you for the, how not to suck. Appreciate you. Hugh
4 years ago
David Santo
Screenwriter
Beautifully written article!
4 years ago
Haley Mary
Actor, Songwriter, Comedian
Thanks for these tips! They were very helpful especially to use image rich language. I spend too much time writing out dialogue and need to work on writing more imagery to describe the actions of the characters I am writing. 
4 years ago
Sarah J. Cornelius
Actor, Producer, Screenwriter, Creative Executive
Glad you found it helpful Haley!:)
4 years ago
Beth MacLean
Casting Assistant, Content Creator, Costume Designer, Costumer, Crew, Location Scout, Production Assistant, Script Supervisor, Set Decorator, Storyboard Artist, Talent Scout, Voice Actor, Wardrobe Supervisor
Such great points to keep in mind, Love the imagery. Thank You for taking the time to write this out for us. I have my first big pitch coming up, and am nervous but now feel like I’ve just gotten a huge boost up on to the saddle. This may be my first rodeo but now I’m ready to ride! Thank you! 
4 years ago
Sarah J. Cornelius
Actor, Producer, Screenwriter, Creative Executive
Ride, Beth!:) Glad you found it helpful.
4 years ago
Suzanne Garnett
Screenwriter, Producer
Great blog, thank you Sarah! Especially the bit about actually telling the story - I've lost track of the number of pitches I've heard where the story has been ignored because a writer didn't want to 'ruin the twist'!
4 years ago
Sarah J. Cornelius
Actor, Producer, Screenwriter, Creative Executive
I hear you Suzanne- I know, it's like 99% of the timing I'm just thinking PLEASE ruin the twist and tell me! lol
4 years ago
Donnalyn Vojta
Screenwriter
Wow, really helpful article! It's so true how much a logline or a pitch can make a difference in getting the attention of a pro. I spend hours on it, which seems odd for only 20-40 words, but it has to be amazing! 
4 years ago
Maurice Vaughan
Screenwriter
Thanks for the tips, Sarah. They're helpful. I enjoyed your webinar ("How to Master Story Structure for Your Feature Screenplay - With Case Studies of PARASITE").
4 years ago
Maurice Vaughan
Screenwriter
I'll keep an eye out for your future webinars.
4 years ago
Sarah J. Cornelius
Actor, Producer, Screenwriter, Creative Executive
You're welcome Maurice, and glad you liked the Story Structure webinar too!
4 years ago
Rick Rosenthal
Director, Producer
Image-rich language - would that be like using THE IMAGE GRID?What are the 5 or 6 key images in your story?
4 years ago
Jenny Del Prete
Actor, Director, Screenwriter
Very useful tips. Especially the part of silencing the inner critic. Not being a native English speaker, I always feel like I might fall over at any moment. But despite the fear, I try to face that moments with determination and courage. Thanks for sharing.
4 years ago
Sarah J. Cornelius
Actor, Producer, Screenwriter, Creative Executive
That's great Jenny, keep being courageous!
4 years ago
Printing this so I can keep it with me while preparing pitches. Thank you!
4 years ago
Sarah J. Cornelius
Actor, Producer, Screenwriter, Creative Executive
Glad to hear you found it helpful Michelle, and Jack:)
4 years ago
Film Budget
Producer, Business Affairs Consultant, Creative Executive, Filmmaker, Financier, Line Producer, Production Manager
Very helpful pitching tips. Thank  you Sarah!
4 years ago
Donald Lewis
Screenwriter
Huge fan of THE LAST SHIFT.  And some great advice.
4 years ago
Matt Overbay
Screenwriter, IT Tech
Thank You Sarah for sharing this. I always need reminders to be visual.  I hope someday I can get around to pitching a thriller your way. 
4 years ago
Angelo Raza
Director, Producer, Screenwriter
Thanks Sarah. This add more confidence to me when pitching next time
4 years ago
Sarah J. Cornelius
Actor, Producer, Screenwriter, Creative Executive
That's soooo good Angelo! Confidence is important!
4 years ago
Kenneth M Sutton
Music Composer, Screenwriter, Singer, Sound Designer, Author
Sarah, Thank you for the great info, it's gonna help me out a lot. I checked out your website too! Love the films. Looking to work with you. God Bless!!!!!
4 years ago
Sarah J. Cornelius
Actor, Producer, Screenwriter, Creative Executive
Thanks Kenneth!
4 years ago
Katherine Blessan
Screenwriter
Such a helpful blog, Sarah, and I loved your no-nonsense sassy style! Engaged me completely.
4 years ago
Sarah J. Cornelius
Actor, Producer, Screenwriter, Creative Executive
Lol I aim to please!:)
4 years ago
Jim LYnch
Screenwriter
Thank you Sarah.  Great Advice.  NEVER BE SATISFIED!
4 years ago
Kelly Namey
Screenwriter
I heard you in every word. Thanks for taking the time to help us. I will definitely heed youe advice.
4 years ago
Randy Goodwin
Actor, Producer
Thank you, Sarah! It is great to hear the good, the bad, and the ugly from the pitchee. I especially enjoyed how you made me smile and laugh and visualize you in the cold theatre with your buttered popcorn. You were very honest and kind when I had the opportunity to pitch a feature to you a couple of years ago. Scored 30 out of 35 with a request.  I'll take the advice above, work on my next project and see if I can score higher and advance farther with you next time. Thanks for sharing and advising this beautiful community. Very much appreciated.  
4 years ago
Sarah J. Cornelius
Actor, Producer, Screenwriter, Creative Executive
You're welcome Randy, glad I made you laugh!:)
4 years ago
Talece Brown
Actor, Voice Artist, Screenwriter, Producer, Dancer
Well said.  Ty. Tal 
4 years ago
Richard Krzemien
Screenwriter
Who has time to read all these missives?  Thankfully,  I just did, and I'm glad.  Excellent, honest post.  Thanks, Sarah.  
4 years ago
Sarah J. Cornelius
Actor, Producer, Screenwriter, Creative Executive
I can't find the time myself, half the time! Glad this one slipped through the schedule cracks!
4 years ago
Martin Reese
Producer, Screenwriter, Director
Have I a got pitch for you, Sarah. It's GAME OF THRONES meets THE MAGNIFICENT SEVEN. It'll break box office records for sure. Seriously though, what an outstanding piece. Such valuable information that I will most certainly keep in mind when I do my pitches. Great insight on hitting plot points which shows the value of breaking down your script. What's the inciting incident? What happens at the midpoint? What is the all-is-lost moment? Another great point is researching the company you're pitching to. So important. Pitching is tough enough already. Why make it harder than it has to be. And of course PRACTICE, PRACTICE, PRACTICE. 
4 years ago
Sarah J. Cornelius
Actor, Producer, Screenwriter, Creative Executive
LOL Martin, you're hilarious. So glad you got a lot out of this one!
4 years ago
Juhani Nurmi
Screenwriter
Having already pitched two different projects (an alien thriller + a medieval horror thriller) to you (with two passes), Sarah, I sure appreciate your candor here. I've been hoping for e x a c t l y this kind of blog writing here at Stage 32 -- which cuts straight to the jugular, but does it in the most encouraging and friendly manner possible. I'll keep all of this invaluable advice firmly in mind (thanks once again!) ... and maybe I'll feel emboldened enough to pitch to you again ... one day (but not next week or even next month). Keep up the stellar work & Godspeed! From Helsinki In Friendship -- Juhani  
4 years ago
Sarah J. Cornelius
Actor, Producer, Screenwriter, Creative Executive
Thanks Juhani, so glad it was helpful despite cutting the "jugular" lol. I tend to find that if I'm not also encouraging, and being actually constructive with my advice, then I'm giving lazy advice!  So important to be honest but also constructive. Yes- perhaps I'll hear from you again "one day"- look forward to it!
4 years ago
Geoff Hall
Screenwriter, Director, Producer
Excellent advice, Sarah! I shall take that to heart. 
4 years ago
Geoff Hall
Screenwriter, Director, Producer
Sarah J. Cornelius Hi Sarah, how are things with you? I hope you're safe and healthy. 
4 years ago
Sarah J. Cornelius
Actor, Producer, Screenwriter, Creative Executive
Thanks Geoff!
4 years ago
Matthew J. Beier
Author, Screenwriter, Videographer
Great post, Sarah! Thanks for writing and sharing! 
4 years ago
Sarah J. Cornelius
Actor, Producer, Screenwriter, Creative Executive
Thanks Matthew, good to see you on here:)
4 years ago
Laurie Ashbourne
Screenwriter, Producer, Author
Love every word of this, except for the fact that those orphans aren't getting fed.  Thanks for posting!
4 years ago
Sarah J. Cornelius
Actor, Producer, Screenwriter, Creative Executive
Lol agreed Laurie, agreed;)
4 years ago
Joseph Campbell
Author, Screenwriter
Thank you Sarah. This was a fantastic post. Your visual examples perfectly illustrated your point about using image-rich language. This should be required reading for anyone preparing to pitch.
4 years ago
Sarah J. Cornelius
Actor, Producer, Screenwriter, Creative Executive
Thanks Joseph, so glad you found it helpful!
4 years ago
David C Velasco
Author, Screenwriter, Content Creator
Thank you for sharing Sarah. Great insight for us newcomers :)
4 years ago
Sarah J. Cornelius
Actor, Producer, Screenwriter, Creative Executive
Love that Roz-  so you're two steps ahead with that mindset already in place!  All good points and so similar between the PR angle and the pitching itself!
4 years ago
Roz Wolf PR
Unit Publicist, Marketing/PR, Press Agent
Great post Sarah. I can relate to the ideas and notes here. As a film publicist, we too need to know our audience. We pitch a story angle that works for coverage knowing what elements of the film will be right to get that media hit. Just like pitching a film idea, in PR we also have to know our audience.  Each media outlet wants something a little different so we have to give them the right pitch in order to satisfy that goal. We also need realistic people to work with. The most successful people understand that it takes time and preparation for desired media attention. If a film has a release date, that's a great reason for a journalist to talk about it. And ... timing is everything. 
4 years ago
David P Perlmutter
Author, Marketing/PR
Excellent post and advice. Thank you Sarah! 
4 years ago
Sarah J. Cornelius
Actor, Producer, Screenwriter, Creative Executive
You're welcome!:)
4 years ago
Bob Canning
Playwright
Outstanding!  Clear! Concise!  Helpful! Thank you!
4 years ago
Roberto Dragonne
Screenwriter, Translator
Great article Sarah. Thanks for the information.
4 years ago
I love this blog, thank you!!!
4 years ago
Stephen Foster
Actor, Screenwriter, Acting Teacher, Director, Playwright, Casting Director
You might love my script My Missing Year. LOL 
4 years ago
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