Video Pitch Playbook

Do this BEFORE hitting record. 10-15 minutes of prep makes the pitch specific instead of generic.

Every successful pitch follows this sequence. Time ranges are guidelines, not rules. Compress or expand based on the prospect.

Get their attention. Name, job post acknowledgment, headline numbers.

Then immediately: credentials that matter for THIS prospect.

Adapt the credentials to their world. For coaching prospects, emphasize: "most of this has been done for coaches like you who sell high-ticket programs." For local service, emphasize: "I also do quite a bit of work with local businesses." For B2B: "I've worked with businesses at various maturity levels, from startups to multi-seven-figure."

If you have a same-vertical client, say it immediately. This is the strongest opener.

If no exact niche match, bridge to the closest adjacent:

If you have neither, skip to Beat 3 quickly. Don't stretch a weak match. Let the proof speak instead.

The signature move. Screen-share into a LIVE dashboard and refresh the page on camera.

Show: $300K+ in sales, 29K opt-ins, 25% opt-in rate. Then switch to the ad account:

Screen-share a demo morning brief or premium dashboard. Refresh the page.

Don't explain how it works. Just show it. Let them absorb the depth.

Not a separate section -- embedded in the dashboard walkthrough. The numbers anchor naturally:

• "$200K a month in ad spend"
• "$2 million weekends"
• "Over 30,000 opt-ins"
• "$15 million in revenue for my clients"

These eliminate the "can he handle our budget?" question without a hard sell.

One additional proof point that adds a different dimension.

The highest-converting section. Walk through their job post point by point. React with specific knowledge.

For each requirement, briefly state: (1) yes I can do this, (2) here's a quick insight or example, (3) move on. Don't monologue on any single point.

This section is the most variable in length. Short job posts = shorter walkthrough. Detailed job posts with many requirements = longer, more thorough.

Show the Growth Scorecard or daily output cadence. This separates you from "lever pullers and button pushers."

Screen-share the Growth Scorecard. Explain the customer value journey briefly. Show how the weekly tracking works.

If you already showed Growth OS demos in Beats 3 or 5, keep this brief or skip entirely. The framework is already demonstrated.

Book the call, not the sale. Three variants:

Lead with Richmond. Emphasize: webinar funnels, challenge funnels, cart close email series, creative testing at scale. Show ClickFunnels data, ad account, creative batching process. These prospects understand the language. They've heard of Russell Brunson. Mention the PFC case study. If they run challenges, mention the VIP upsell conversion data.

Lead with the same-vertical client if available. Emphasize: Google Ads, GHL pipeline, SMS automation, lead-to-appointment conversion. Show the landing page, the pipeline, the automated text messages. These prospects care about lead volume and cost per lead. Keep it practical. The "turnkey system I can copy-paste into your business" angle is strong here.

Lead with strategic positioning, not ad spend. Emphasize: Growth Scorecard, customer value journey, data-driven approach, executive-level clarity. Show the scorecard, the weekly tracking, the accountability framework. B2B buyers want to see that you think systematically, not that you spend a lot on Facebook.

Match their authority level. If they're an 8-figure brand, don't over-prove. Show scale briefly (Richmond), then focus on sophistication. The Growth OS demo reports work well here. Be selective in language. These prospects are evaluating whether you're at their level, not whether you can do the work.

Compress the whole pitch. Skip the credentials dump. The trust is pre-established.

Go straight to Beat 3 (the demo) or Beat 6 (their specific situation). 5-7 minutes max.

The audit variant: Some pitches (like Video 2, the Google Ads audit) are essentially a full delivery piece disguised as a pitch. These can run 20-30 minutes and work because the depth itself is the proof. Reserve this for high-value prospects where the investment of time is justified.

• Don't mention price. That's for the call. The video pitch books the meeting.
• Don't explain Growth OS or AI. Show outputs, not mechanism. If they ask on the call, that's the anti-slop sequence working.
• Don't send additional assets after the pitch unprompted. Surgeon energy, not vendor volume. They have the video. Let it work.
• Don't use a generic template. The job post walkthrough IS the differentiator. Every pitch should feel custom because it IS custom.
• Don't record without research. Even 5 minutes of scanning their website gives you specific observations that no template can provide.
• Don't over-explain the Growth Scorecard. Show it, name it, explain briefly what it does. Don't turn it into a lecture.
• Don't apologize for video length. If you need 15 minutes because the job post is complex, take 15 minutes. Thoroughness signals competence.