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Will This Sell? · by Annie P. Ruggles
The 3–5 Minute
Pitch Guide.
Pitch Guide.
How to say what you do, who it's for, and why they should care — without sounding like a sleazy infomercial.
Non-Sleazy Sales Academy · anniepruggles.com
You have 3–5 minutes. That's not a limitation — it's a gift. The best pitches are short, specific, and human. This guide gives you the structure, the language, and the mindset for six different kinds of offers. Use what fits. Leave what doesn't. Sound like yourself.
Universal rules — every pitch, every time
Always do this
- Name the specific person you're talking to — not everyone
- Lead with their problem, not your solution
- Say the price out loud, confidently, once
- Tell them exactly what to do next — one action
- End before the timer does
- Make eye contact with real humans, not the camera
Never do this
- Open with "So I have this thing called..."
- List every feature before naming one benefit
- Apologize for your price or hedge around it
- Say "it's for everyone" or "anyone who wants X"
- End with "so yeah, that's basically it"
- Use jargon your buyer wouldn't use themselves
The universal 3–5 minute structure
0:00–0:30
The hook
Name the person & the pain
0:30–1:30
The problem
Make them feel seen
1:30–3:00
The solution
What it is + what it does
3:00–4:00
The proof
Result, story, or specifics
4:00–5:00
The ask
Price + one clear next step
1
The launch pitch
For something brand new — first time offering it publicly
New offer · First cohort · Beta launch
What makes this pitch different
You don't have testimonials yet — and that's okay. Your credibility comes from why you built it and how specifically you know it works. Lead with the origin story, not the outcome stats.
Open with
"I kept seeing the same problem over and over — [specific pattern]. So I built something to fix it."
Avoid
Calling it a "beta" or "pilot" unless you're discounting for it. Words like beta signal uncertainty. Use "founding member" or "first cohort" instead — they signal exclusivity.
Structure for a launch pitch
Hook: Name the person who's been waiting for this.
Origin: Why you built it — from your own experience or theirs.
What it is: One sentence. Not a list of features.
What changes: After working with you / using this, they will ___.
Founding offer: Price + why now is the best time to get in.
Origin: Why you built it — from your own experience or theirs.
What it is: One sentence. Not a list of features.
What changes: After working with you / using this, they will ___.
Founding offer: Price + why now is the best time to get in.
"I built this because I kept watching brilliant people stumble over the same three sentences — and walk away from conversations they should have won."
2
The evergreen service pitch
For something you've offered before — ongoing, stable, proven
Coaching · Consulting · Done-for-you · Retainer
What makes this pitch different
You have proof — use it. But don't lead with a wall of testimonials. Lead with one specific result from one specific person. Specificity is credibility.
Your credibility move
Pick your most concrete result. Numbers are best: "In 6 weeks, she went from $2k months to $8k months." Not: "clients see amazing results."
The trap to avoid
Describing your process instead of their transformation. Nobody buys the how. They buy the after.
Structure for an evergreen pitch
Hook: Who is this for + what problem they're sitting in right now.
Proof point: One real result, named specifically.
The offer: What you do together, simply stated.
What they get: The 2–3 most meaningful outcomes.
The ask: How to work with you, price, next step.
Proof point: One real result, named specifically.
The offer: What you do together, simply stated.
What they get: The 2–3 most meaningful outcomes.
The ask: How to work with you, price, next step.
"My clients don't come to me because they don't know how to do the work. They come because they've been doing it alone and it's finally time to stop."
3
The product pitch
For a tangible or digital product — something they buy and use
Course · Template · Tool · Physical product · Software
What makes this pitch different
Products feel lower-stakes than services — which means buyers can say yes faster, but they also scroll past faster. Make the before/after contrast sharp and immediate. They should feel the relief before they buy.
The before/after move
State the painful before in their exact words. Then state the relieved after in their exact words. Then show your product as the bridge.
Avoid
Listing what's in the product before they know why they need it. Features only land after the problem lands.
Structure for a product pitch
Hook: The frustrating thing they keep running into.
Before: Paint the picture of life without it.
After: Paint the picture of life with it.
What it is: The product, simply. One sentence.
Top 2–3 features: Only the ones that deliver the after.
Price + where to get it.
Before: Paint the picture of life without it.
After: Paint the picture of life with it.
What it is: The product, simply. One sentence.
Top 2–3 features: Only the ones that deliver the after.
Price + where to get it.
"Right now you're probably doing this in a Google Doc that's three years old and held together with prayers. This replaces that."
4
The event pitch
For a live experience — one-time or recurring
Workshop · Retreat · Live show · Conference · Masterclass
What makes this pitch different
Events are time-sensitive by nature — use that. You're not just selling content, you're selling the room. Who else will be there matters as much as what happens there.
Sell the room, not just the agenda
Describe the other people they'll be in the room with. The energy. The community. What happens between the sessions. That's often what tips the decision.
Urgency that doesn't feel gross
Don't fake scarcity. If seats are genuinely limited, say so plainly: "There are 12 spots and 8 are already gone." Real scarcity sells itself.
Structure for an event pitch
Hook: Who belongs in this room + why this moment matters.
The experience: What happens — but lead with the transformation, not the schedule.
The room: Who else will be there. Why that matters.
The outcome: What they walk away with — tangible and felt.
Date + price + how to register.
The experience: What happens — but lead with the transformation, not the schedule.
The room: Who else will be there. Why that matters.
The outcome: What they walk away with — tangible and felt.
Date + price + how to register.
"This isn't a webinar where you sit and absorb. You're going to pitch your offer live, in front of people who might actually buy it, and walk away knowing exactly what to fix."
5
The opportunity pitch
Pitching a partnership, collaboration, or invitation to join something
Affiliate · Partnership · Membership · Network · Collab
What makes this pitch different
You're asking them to join something, not just buy something. That means trust is the primary currency. Lead with why you're choosing them specifically — not just what they get.
The specificity move
Generic opportunity pitches feel spammy. Specific ones feel like invitations. Name something about them that makes them the right fit. It's the difference between a DM and a handshake.
Avoid
Leading with what they'll earn or gain before they understand what they're joining. Make the thing itself sound worth belonging to first.
Structure for an opportunity pitch
Hook: Why you're talking to this person specifically.
The thing: What this opportunity is, simply stated.
Why it exists: The mission or vision behind it.
What they bring: Why they're the right fit.
What they get: Tangible + intangible benefits.
The ask: One clear next step — a conversation, not a commitment.
The thing: What this opportunity is, simply stated.
Why it exists: The mission or vision behind it.
What they bring: Why they're the right fit.
What they get: Tangible + intangible benefits.
The ask: One clear next step — a conversation, not a commitment.
"I'm not looking for anyone who can fog a mirror. I'm looking for people who are already doing the work and want to do it alongside others who take it as seriously as they do."
6
The membership pitch
For an ongoing relationship — recurring value, recurring investment
Membership · Community · Subscription · Ongoing access
What makes this pitch different
You're not selling a transaction — you're selling belonging. The hardest thing about a membership pitch is making people feel the value of access before they've experienced it. Sell the identity, not just the content.
The identity move
Describe who belongs in this community — not just who can join. "This is for people who..." is more powerful than "You get access to..."
Handle the recurring cost
Say the monthly price, then immediately anchor it: "That's less than one hour with a consultant, and you get access every day." Don't hide the recurring nature — it signals confidence.
Structure for a membership pitch
Hook: The feeling of trying to do this alone.
The identity: Who belongs here and why that matters.
What's inside: Top 2–3 most valuable things, not everything.
The community: Who else is in the room.
Monthly price + what they do right now.
The identity: Who belongs here and why that matters.
What's inside: Top 2–3 most valuable things, not everything.
The community: Who else is in the room.
Monthly price + what they do right now.
"You don't need more information. You need a room full of people who are doing the same thing, who will tell you the truth, and who show up every month."
Before you step into the Seller's Seat — check these
Your pitch is ready when...
You can name your buyer in one sentence
You say the price out loud without flinching
You lead with their problem, not your solution
Your call to action is one specific thing
You've timed it — and it ends before 5 minutes
Questions worth answering before you pitch
What does my buyer say to themselves at 2am?
What's the one thing that makes this different?
What's the most specific result I can promise?
If they could only remember one thing, what is it?
Why is right now the right time for this offer?