Marsall Herskovitz gives Pro strategy for Pitching films

Summary

The speaker shares a practical theory of pitching born from being on the receiving end of pitches. They describe how listeners quickly get lost when a presenter wanders, so the remedy is a layered compression: state your idea in one sentence, expand to three, then boil it down to ten sentences. One sentence hooks, three clarifies, and ten reveals the acts, main characters, and themes—forcing deep story understanding. Often executives engage before all ten sentences are finished, but preparing this concise roadmap keeps listeners comfortable, aligned, and more likely to champion your project.

Takeaways

• 💡 The speaker developed a theory of pitching after experiencing what it’s like to be on the receiving end of a pitch.
• 🎯 When being pitched to, listeners often get confused or lost if the storyteller is unclear or disorganized.
• 😰 Both the person pitching and the person listening can feel anxious when the pitch lacks structure or focus.
• 🧭 The key is to clearly communicate the idea in progressively detailed layers: one sentence, three sentences, and ten sentences.
• 🗣️ A one-sentence pitch should clearly express the core concept of the story.
• 📖 A three-sentence pitch expands the idea while still keeping it concise and compelling.
• 🧩 A ten-sentence pitch allows you to outline the main characters, acts, and themes — showing full understanding of your story.
• 🚫 Sometimes a pitch ends early because the listener quickly realizes it overlaps with something they already have, but that’s part of the process.
• 🤝 Success in pitching often comes when the listener becomes engaged and starts contributing ideas before you even finish the ten sentences.
• 🧠 Mastering this structured method helps both the storyteller and the listener stay aligned, reducing confusion and building shared understanding.

Q & A

What is the core principle of the pitching method the speaker developed?

The core principle is to break down the pitch into manageable chunks, starting with one sentence, then three sentences, and finally ten sentences. This helps both the speaker and the listener clearly understand the story and engage effectively.

Why does the speaker recommend starting with a one-sentence pitch?

Starting with a one-sentence pitch allows you to quickly convey the essence of the idea and ensures that both you and your listener are aligned on the basic concept of the project right from the beginning.

What challenges does the speaker mention when moving from one sentence to three sentences?

The challenge is in clearly expanding the core idea into a three-sentence summary that still maintains clarity and focus, which can be more difficult than it seems, especially when trying to avoid unnecessary complexity.

What is the significance of telling the story in 10 sentences?

Telling the story in 10 sentences forces you to fully understand the dynamics of your story, including the plot, characters, and themes. It helps ensure that your pitch is coherent and provides enough detail to engage the listener.

Why does the speaker emphasize understanding the story in 10 sentences?

Understanding the story in 10 sentences allows you to navigate through the key elements of the project and make sure you can communicate those to the listener in a structured way. It helps create a roadmap for the listener to follow.

How does the speaker's pitching method help with potential objections from executives?

The method helps executives stay engaged and ask relevant questions earlier in the pitch, preventing the need to go through the entire 10-sentence explanation. If they’re already interested after the first few sentences, they might begin to engage and ask about specific aspects of the project.

What happens if you don't get through all 10 sentences in a pitch?

Not making it through all 10 sentences is normal, as the executives often get engaged midway through the pitch. Once they show interest, you can begin a dialogue that focuses on the elements they are curious about.

How does the method of pitching relate to the dynamics between the person pitching and the executive?

The method aims to make the executive feel comfortable and aligned with the pitch. By clearly breaking down the story, the executive can follow along without feeling lost, which in turn builds trust and understanding between both parties.

What does the speaker mean by getting 'lost' during a pitch?

Getting 'lost' refers to the listener becoming confused or overwhelmed by too much information or a lack of clarity in the pitch. This can make it difficult for the executive to make a decision or engage meaningfully with the project.

Why is it important to ensure the listener doesn't get lost in the pitch?

If the listener gets lost, they may become disengaged or frustrated, which can negatively impact their decision-making. Clear, concise communication is essential to maintain their attention and ensure a productive conversation.