Most pitches fall flat not because the product is bad… but because the pitch is pointed at the wrong version of the audience.
If you’re standing on a stage, staring at blank stares, or watching Zoom attendees start paying attention to anything but you, chances are you’re pitching to who they are now—not who they want to become.
And that’s the difference between a forgettable elevator pitch and a great pitch that pulls people forward.
If you want your next book pitch, product pitch, or keynote to land? Paint a picture of who they get to be after they say yes.
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Your Pitch Needs to Speak to Identity, Not Just Pain
When people show up to an event, they’re not just buying information. They’re searching for something deeper—a better outcome, yes—but also a better version of themselves.
They want to step into a new role.
A new self.
A place where they no longer feel like outsiders, where they finally found their place in the world.
Your job isn’t just to tell a story or demo your service. It’s to help them see the identity waiting on the other side of the decision.
You want to make a connection that sticks? Resonate with who they’re becoming.
True Stories Sell Because They Speak to the Younger Self
The most impactful pitches don’t just highlight benefits. They speak to the younger self—the version of your buyer who made decisions that led them to this moment.
You show them a fork in the road.
You remind them of what they were chasing when they started.
And then, you show them how your offer is the path back to the dream they haven’t let go of.
Whether you’re building a book pitch, selling from stage, or writing copy for a how-to landing page, the formula is the same:
Uncover what identity they want to claim
Acknowledge the gap (pain point, struggle, old story)
Give them the tools to bridge the gap
Reinforce the win on the other side
That’s what makes your pitch not just persuasive—but transformational.
A Great Pitch Isn’t About Features—It’s About Who They Get to Be
Here’s what most people get wrong: They load their pitch with features. Bonuses. Price justification. Social proof.
That’s all fine. But it only works if the frame is built first.
Before you get into features, you need to define who the buyer wants to become.
Are they the type of person who…
Steps into leadership?
Finally finishes what they start?
Becomes the example in their industry, home, or community?
If you can speak to that, your pitch does the heavy lifting for you.
The Pitch Starts Before You Walk on Stage
By the time you walk on stage, your job isn’t just to pitch. It’s to affirm what your audience already wants to believe about themselves.
You need the ability to ask thoughtful questions, to highlight what they’ve been avoiding, and to show them that taking action isn’t just logical—it’s identity-confirming.
Whether you’re selling event to event, on a webinar, or in your next sales call, remember: the best pitches don’t persuade—they resonate.
They feel like a good idea because the listener already wants to go in that direction. You’re just giving them permission.
Final Thoughts: Learn the Skills, Frame the Buyer
Here’s the part they don’t tell you:
Even the most experienced speakers, founders, and authors had to learn the skills of identity-based pitching. No one’s born knowing how to pitch at that level.
It takes perfect practice, refining your message, testing different approaches, and knowing when to step up to the plate with confidence.
But once you do?
You’ll have an offer that doesn’t just inform or inspire…
It transforms.
