How do I create the perfect pitch video?

A good pitch video feels like a good first date. Something that, within a matter of seconds, makes the investor want to lean in. What you don’t want is for it to just be the video version of your full pitch deck – filled to the brim with boring jargon.

Click below to watch our brand new pitch video guide from SeedLegals CEO Anthony Rose, who strips back the art of story arc, walks through the production basics, and shows you how to get cold clicks melting into warm conversations. 

Using your 2-minute pitch time… wisely

Start by nailing the production 

Investors are often maxed out with pitch videos. So, if yours is lucky enough to make it to their viewing pile, make sure it doesn’t sound like it was recorded in a cupboard – or it could lose their interest before you’ve even gotten started. 

Here’s what you need:

• Good lighting – so all eyes are on you and you’re able to hold attention
• Clear audio – so investors aren’t straining to hear you
• A considered background – a plain wall can work, but have you thought about subliminal branding techniques, like including a logo or your brand colours?

Open with ‘something-something is broken’

A lot of pitch videos start at the wrong point: what the founder has built, complete with complex terminology about how hard it was to develop.

That’s not what sells an investor on the potential value of the project. 

Instead, start with the thing that’s broken. And make sure you bring to life how urgently the fix is needed. 

Show the product working

Once you’ve hooked your investor with the issue, tell them how you’re fixing it. Flow quickly through the key points and land on a tangible outcome. This will be the benefit that the customer receives. 

Anthony’s example:

Intro your team

Ideas need to be interesting – but they don’t build companies. The people do. So connect your background to the problem.

Anthony’s example:

Demonstrate how your team together has unbeatable knowledge and experience in the space. You want to prove why you’re the team uniquely qualified to solve the problem you’ve introduced at the start of the video.

Add traction 

If you have revenue, lead with that revenue. If you have users, lead with users. But don’t panic if you’re both pre-revenue and pre-user – you still have other ways to illustrate momentum. 

Anthony’s example: 

You want to build FOMO, and you can do this with a simple framework: this thing is moving, and if you don’t pay attention to this solution, you might miss it. 

End with your ‘ask’

Founders have a tendency to deliver a compelling story without actually telling the investor what it is they want. 

Be clear on the following: 

• Your name
• Your company name
• The amount you want to raise
• How to contact you

Avoid talking about your exit plan and valuation at this point, especially as your valuation will likely change as you talk to lots of people. 

Remember the purpose of the video

Your video is there to get you to the next conversation. Show the investors that you both can achieve success with a single click. 

After that, the monologue becomes a deeper discussion.