5 Things Your Pitch Must Have

One Friday, when I was a comedy development executive at CBS, I was hearing the fourth pitch of the day. It was 4:00pm and after hearing four or five pitches a day all week, they were starting to run together. Most had been okay to good, but nothing had gotten us genuinely excited (or ready to buy).

We weren’t expecting the last pitch of the week to be much different from the others. Then the writer came in. After some small talk, she started regaling us with hilarious stories about going to a posh private school. We laughed. We were hooked. The pitch just kept getting better, and we ended up buying it in the room.

After hearing more than five thousand pitches in my career, I can tell you: pitching is an art form (that might sound dramatic, but it’s true).

A great pitch isn’t just a verbal summary of your story. It’s part performance, part conversation — and it’s your first chance to make someone invest in your idea so much that they want to buy it.

But the big question is: how do you do that?

Most writers know the basics they need to cover: the world, the characters, what happens in the pilot, and the larger season arc. And yes, those elements matter, but they’re also just the “fundamentals” — the things every executive expects to hear.

The pitches that stand out, the ones that actually sell, often comes down to a handful of less obvious elements. Ones that I see writers miss over and over again, that can take your pitch from “interesting” to “I can’t wait to hear where this goes.”

Here are five important things to include in your next pitch (the last of which might be the difference between someone liking your idea and wanting to buy it): 

1. Emotional dynamics

Don't just explain who your characters are — talk about how they're connected to each other, and how those dynamics will play out over the course of the series. Is there a will-they-won't-they romance? A friendship that's constantly tested? A family that can't escape each other? Rivals who secretly need one another? A group of strangers who will become something more? A great plot will get people to watch an episode, but compelling relationships and emotional dynamics are often the reason audiences (and executives) invest in an entire series.

2. A story engine

One of the biggest questions every executive is asking themselves when they listen to a pitch is: “How does this show keep going?” So, make your story engine crystal clear. What is it about your premise that will naturally generate new conflicts, new cases, new relationships, or new dilemmas? Why you won’t run out of story week after week, season after season? The more clearly you can demonstrate that your concept generates stories organically, the easier it is for someone to imagine your series having a long life. Remember, when you’re pitching a TV show, you’re not just selling a great pilot (or even a great first season) you’re selling a “story engine” that can keep producing compelling episodes for years to come.

3. A compelling why

Executives hear plenty of clever concepts, but the pitches that really land don’t just describe a great idea, they make a strong case for why audiences are ready for it right now. So, get clear on these three questions: Why this show? Why now? And why are you the person to tell it? Does your series speak to something happening in today’s culture? Does it explore a workplace, family dynamic, or type of relationship in a way we haven’t seen before? Is it rooted in a deeply personal experience that only you can bring to the screen? Whatever your “why” is, incorporate it into your pitch. For one, it gives your project context and urgency. But also, when an executive understands not just what your show is, but why it needs to exist, they're far more likely to remember it (and champion it).

4. A memorable surprise

Give your listeners at least one moment they won’t see coming. It could be a twist, a big reveal, an unexpected character choice, or a fresh take on a familiar genre. You don't need to surprise the people you’re pitching to every minute. But you do need to have one unforgettable moment that makes everyone in the room sit up and think, “I didn’t see that coming”. Executives hear hundreds of pitches every year, give them something they'll remember (and talk about) later that afternoon.

5. The most important one: you

This is the one a lot of writers underestimate. Yes, executives are deciding whether they want to buy your project. But they're also deciding whether they want to work with you. So, don’t be afraid to let your personality come through. Tell them what drew you to this idea, share your personal connection to the material, and let them see why you're passionate about telling this story. At the end of the day, executives aren’t just looking for their next show to buy, they’re looking for writers they want to spend the next few years working with. Someone they enjoy talking to and believe can deliver. (Trust me on this one, your writing might have got you the pitch, but often it's you who gets the sale). 

Did any of these pitch elements surprise you? Have you struggled with including them in your pitches? Let me know at @kirschner.carole on Threads or on LinkedIn!"

If you want to learn more about how to craft a killer pitch, keep an eye out for my popular course: “How to Pitch A TV Show That Sells,” which is starting again soon. Follow me or join my email list to be the first to know when enrollment opens!

For more industry info and tips check out these additional resources:

If you're interested in finding out more about my one-on-one coaching, go to: carolekirschner.com/options

For the ultimate guide to pitching a TV show that sells, check out my e-book, The Ultimate Guide to a Killer Pitch

To learn how to create your “personal logline” read my free e-book, Tell Your Story in 60 Seconds.

And you can find my book, Hollywood Game Plan on Amazon or at Michael Wiese Productions (MWP).