Don’t EVER Use a Rhetorical Question to Open Your Pitch
A couple of weeks ago at the Startup Next program in Seattle I was providing feedback on (short) pitches. In this specific case, a one minute pitch. Yes, that thoroughly contrived, yet necessary effort to communicate your idea to a group of people in 1, 3 or 5 minutes.
One Founder started their pitch with a rhetorical question. After the other mentor’s feedback, I commented that you should NEVER fricking start a pitch with a rhetorical question.
Some of that group is pitching at the Washington Technology Association First Look Forum today in Seattle and in the pitch coaching from a presentation expert this week they were told to consider using a rhetorical question to start their pitch. That generated an email to me asking for the “why” behind my obviously strong statement.
So why should you NEVER use a rhetorical question to open your pitch? Simple really, the risks don’t track to the reward:
- You have a short time – make a statement, don’t waste time
- By the way, people don’t like to raise their hands – even if you want the affirmation during the stressful time for you
- Your not a teacher, talking to students and getting them to think at you lecture – you’re talking to investors and did I mention, you have a short time?
- A dumb ass question like “how many of you here today drive a car?” is supposed to show that your market is everyone! But we know your market isn’t really everyone so – FAIL
- If you ask an obscure question that you think is clever or is niche to your industry you risk that people will nod and smile and still not have a clue about what you are talking about – investors (likely all people) don’t want to look foolish.
I majored in Communications and studied rhetoric. I’ve blown my share of pitches, trying to be clever and leaving people confused and I’m sure I even took some consultants advice and started a number of them with a rhetorical question.
Just remember purpose of the contrived pitch is to get you into a real conversation.
Dan Scroggin
Great perspective on Rh Dave. Love the tough love tone!