How to finesse your pitch, with the Book Pitch Doctor

Posted on May 6, 2020 in UK

Racing heart, shaky hands, a not so discreet blush. “Doctor, doctor I think I have a case of Public Speaking-itus.” “Ah”, said the Doctor knowingly, “I’ve seen these symptoms before.”

Public Speaking. For many, these words signal a dreaded turn of events we desperately try to avoid.

James Spackman, Book Pitch Doctor

Most of us (in the masterclass at least, more on this later) wouldn’t have claimed to love public speaking, ranking our enjoyment well below a five on a metaphorical Richter scale. How then can we successfully pitch a book, the very essence of which depends on how we present? Enter James Spackman, the Book Pitch Doctor, to lead us in a 90 minute Book Pitch Doctor Masterclass.

The masterclass webinar was aimed at developing the skills and confidence needed to pitch books – a vital skill in publishing at every level and across multiple departments. The knowledge learned in the class is also applicable to any other situations where public speaking is required (pretty much all of life I would argue). Here are some key takeaways.

You are not alone.

James started the session by reminding us we are not alone in this common feeling of public speaking dread. Sure, he says, everyone may present a different symptom, but often the challenges we face are similar. Feeling flustered, fear of mispronunciation, nerves, whatever it might be.

Also, along with these feelings, any stumbles you feel you’ve made during your pitch are actually not that noticeable to the audience, if at all. This point was demonstrated during the session, where three volunteers (Ania, Josh, and Heather) pitched a book to the group. Afterwards, two of them mentioned they had stumbled, which was interesting to hear, as it was simply not visible to the audience. And in the event it is noticeable, it can make you more human, meaning you connect more with your audience.

The webinar masterclass in full swing

Your audience has an agenda.

Okay, not as scary as that sounds. But the idea is that your audience is not listening to what you are saying, but what it means for them. Does your presentation match their agenda? Is it relevant to them?

It’s easy to focus on the product, the outcome, or whatever. But really the audience is the main thing we should focus on. What is it we want them to think or feel about this book you are pitching?

Do you have an argument?

Might sound basic, but when you drill down, do you have an argument? What context have you put the book you’re pitching into? It could be:

• Tethered into a wider macro social environment i.e. global health crisis
• Find a gap, an angle that hasn’t been covered i.e. a dentist in a world of doctors
• Figures or mathematical trends i.e. author has sold in x countries, likely to happen again
• Comparisons to concrete examples of how a book is a cross between Hunger Games and Jamie Oliver. Simply saying Hunger Games and Jamie Oliver is lazy, but adding substance to the claim can really set the scene
• Evidence such as library book trends. Good data visualisation can really help here

Remember what you are pitching

You know what you are pitching, but do you audience? A grabbled mention of the title won’t quite cut it (or any other product/service/thing you might be talking about).

Try and put space around the title. Pause. Make sure the audience have actually heard it. And why not mention it more than once? Okay, yes, not every second word, but making sure you have clearly communicated what it is you are pitching is important.

Barack Obama is a fan of pausing

Obama is one of the all-time greats of public speaking, whatever your political opinion might be. If you watch any of his speeches, you see that he has perfected using pauses throughout his presentations. Don’t be afraid to use them. It lets your audience catch-up and makes you look confident.

Top tip: Write ‘PAUSE’ in your script (if you choose to have one) to remind you to breathe and pause.

What public speaking books are worth reading?

And it’s an SYP hosted event after all (in conjunction with James), so we’re always keen for book recommendations. James has recommended:

• Perfect Pitch by Jon Steel – really interesting case study of the Olympic Games 2012 bid and how London won by speaking to their audience’s needs
• How to Own the Room – Viv Groskop
• Do Present – Mark Shayler

It’s a wrap.

What better way to sign off on this blog with some advice on how to end your pitch.  Do you actually have an ending? What will your audience go away pondering? Or better than that is there something they can action? Give them something tangible to remember. Mic drop is optional.

The workshop was hosted to raise funds for The Book Trade Charity, The Trussell Trust, and Central London Samaritans. If you are interested in donating, you can do so here.

James Spackman is the founder of The Book Pitch Doctor, as well as being a publisher, consultant, and freelancer in marketing, presentation, and strategy with over 20 years’ worth of experience. He has a cycling imprint, Pursuit, part of Profile Books. James regularly speaks at publishing conferences on trade marketing, cover copy, and Reader Experience among other topics. In 2016, James founded the Spare Room Project to help non-Londoners make a start in publishing and find accommodation during work placements.

You can follow James on Twitter @BookPitchDoctor

Anna Shannon is the SYP UK Treasurer, previously 2019 SYP Oxford Co-Chair. Over six years working in marketing, with four of those in the wonderful world of publishing, Anna works for OUP in the ELT Marketing Team.

You can follow Anna on Twitter @aashannon