What does it take to grab your audience’s attention in the first few seconds?

Bill Sherman explores the art of pitching with Joanne Tombrakos, storyteller, marketing strategist, NYU professor, podcaster and writer. and expert in crafting powerful messages. Joanne breaks down the misconception that pitching is just about selling. Whether you're selling a product or an idea, the goal is the same: persuasion. It’s about getting your audience to stop, listen, and invest time in your idea. Joanne shares the importance of setting the hook early and keeping people engaged by delivering value quickly and clearly.

Joanne emphasizes that pitching is not just for salespeople—it's a skill everyone needs. In business, you're constantly pitching yourself, your ideas, or your projects. She compares pitching to a form of storytelling, where your narrative must not only catch attention but also build trust. Joanne also touches on the fine line between pitching and selling, explaining that while every pitch has an underlying goal of persuading, the real focus is on creating a connection. Through storytelling and strategic messaging, you can build a relationship that makes people want to listen longer.

The conversation also delves into modern challenges, like competing with digital distractions. Joanne stresses that grabbing attention isn’t enough—you need to hold it. Like a Netflix series that hooks viewers in the first few minutes, your pitch needs to pull the audience in right away and deliver substance, not just flash. For leaders, entrepreneurs, and marketers, her advice is clear: simplify your message, make it relatable, and always lead with value.


Three Key Takeaways:

• Pitching is about persuasion, not just selling: Whether you’re pitching a product, idea, or project, the goal is to persuade your audience and capture their attention. It’s not just about making a sale—it’s about getting them to care.

• Hook your audience quickly: Joanne stresses the importance of grabbing attention within the first few seconds. Like a great story, your pitch needs to engage right away, offering value and building trust so your audience wants to stick around.

• Simplicity wins: Don’t overcomplicate your message. The most effective pitches are clear and concise. Distilling your idea into one sentence can help you stay focused and make a more powerful impact.

Joanne helps us understand how the Pitch needs to move beyond persuasion and into a relationship. If you want to understand how those relationships can help ideas reach scale be sure to check out this video by Thought Leadership Leverage COO Bill Sherman.