The Stadium Pitch (or Core Story)

The "Stadium Pitch" is a powerful concept for developing a compelling, education-based marketing message. It is the core story that you tell to the market.

The Thought Experiment

Imagine you are on a stage in a giant stadium filled with your ideal prospects. You have one opportunity to present to them. However, there's a catch: they can leave at any time if they are not interested.

What would you say to keep them in their seats?

The Key Insight

A traditional sales pitch ("Let me tell you about our great product") will cause 90% of the audience to leave, because most people are not actively buying at any given moment (see The Buyer's Pyramid).

To keep the entire audience engaged, your pitch must be about them and their problems, not about you and your product. It must be educational and valuable.

Developing Your Stadium Pitch

Identify Your Ideal Audience: Who are you trying to reach?
Craft a Compelling Title: The title of your pitch should be a headline that grabs their attention and promises value. For example, instead of "Why Our Office Equipment is the Best," try "The Five Ways You're Wasting Money in Your Operations and Administration."
Focus on Market Data: Use data and insights about your customers' world to educate them.
Weave in Your Solution: Artfully weave your product or service into the narrative as the solution to the problems you've identified.

Your Stadium Pitch becomes the core of all your marketing materials, from your website to your sales presentations. It is the foundation of Education-Based Marketing.