Pitch It To Me

In my last post, I was saying that two of the classes I’m teaching this term two are very similar to classes I took in screenwriting school. One — the topic of my last post, I enjoyed.

The OTHER was pitching class. 

The room was small and bright. The number of students was less than 12. We sat around a table. It was a class that required performance, real time responses, and a certain kind of salesmanship that — to the untrained eye — seems not to be salesmanship at all.

On the first day of class, our teacher entered and told us a riveting personal story. It was exciting, suspenseful, a little vulnerable and very relatable — the kind of story where you think, “yes, I feel that too, you are just like me!” But just as I was getting sucked in, the instructor dropped a bombshell: The whole story wasn’t true. It was an example of “a ramp,” meant to engage listeners, make them feel connected to you and to the larger story you are about to pitch. The instructor noted that the best ramps propel the listener so naturally into the pitch that the listener doesn’t even realize where the small talk ends and the pitch begins. Even though his ramp was a lie, our teacher said, it wasn’t considered a lie because everything, he said, from the moment you enter “the room,” is part of the pitch.

We were ten minutes into our first class session and I was feeling the first stabs of panic. “I can’t do this,” I thought. I’m a terrible liar. I can lie. It’s just that ten seconds after the lie, I have to tell you that I lied. I’m basically that character in KNIVES OUT who vomits every time she tells a lie except that instead of vomiting vomit — I vomit the truth. Even as a complete newbie, I intuited that my style of involuntary, often crazy-sounding truth-vomits were not going to help me create the kind of “conversational and compelling” experience the instructor was talking about.

During the course of the the semester, my anxiety and discomfort shifted from ramps to just about every aspect of pitching. I left most class sessions feeling like I had profoundly under-impressed in an environment that was all about ones ability to impress. At the same time, I knew that my discomfort was a symptom of growth, that I was learning a skill I needed, and that it was a skill that, with practice, I could eventually master.

Some of my fellow students that semester were amazing, professional level pitchers. I Although it was sometimes emotionally hard to have to follow their dazzling high-wire act with my own, seeing them pitch every week modeled for me what was possible.  And it’s possible that all my emotions during that class helped me better remember what I learned. Certainly it made an impression on me, and I’ve been grateful for that class every time I’ve had to pitch in the years since. I’ve had the experience of going into a room with a pitch and being told by an exec that he requested the meeting purely because someone had told him it was a “fun pitch.” It felt good — I might not be the person with a sold show, but at least I had a fun pitch!

A couple years ago, I placed in an Alumni pitching competition with a feature. Afterwards I chatted with the woman who had won in the TV category and she said, “Did you have pitch class with Trey Calloway?” Indeed I had. It was not my favorite class, but it was a valuable class, so when the folks at UF asked if I could teach a pitching class, I said “yes,” figuring if I can give my students half the experience that was given to me, I’ll have done something helpful.

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