Research, Craft, Deliver, and Follow Up Pitching Framework
Build audience-specific pitches that earn attention, trust, and action
- Difficulty
- Moderate
- Time to result
- ~weeks to results
- Steps
- 6
- Confidence
- 99%
The framework moves a pitch through four connected stages: research, craft, deliver, and follow up. Research identifies the audience's pain points, priorities, decision makers, and relevant financial or operational facts. Craft converts that knowledge into a reusable shell containing an introduction, hook, problem statement, solution, and call to action, then tailors it with stories, empathy, resonance, and proof. Deliver focuses on rehearsal, feedback, engagement, tone, and body language so the message feels credible and memorable. Follow up preserves momentum through a prompt personalized note that recaps value, specifies next steps, makes action easy, and introduces legitimate urgency. The mechanism works because it removes uncertainty before, during, and after the presentation while consistently orienting the message around the recipient's desired outcome.
Origin
Jasmine Star developed the approach through client consultations, keynote presentations, master classes, partnership proposals, and observing entrepreneurs pitch venture capitalists. Extracted from The Jasmine Star Show.
Core principles
- 01Understand the audience before composing the message
- 02Frame value around the recipient rather than yourself
- 03Combine a reusable core with audience-specific details
- 04Treat delivery as part of the persuasive message
- 05Make the next action clear and easy
- 06Prepare the follow-up before presenting the pitch
How to run it
- 1
Research the audience and opportunity
Identify the audience's three most important needs, challenges, or pain points, along with its preferences, priorities, and goals. Determine who makes the decision, what influences that person, and what could obstruct a yes.
Pro tip For investor pitches, know sales and revenue growth, profitability, cash flow, debt, projections, and customer lifetime value.
Watch out Do not assume the most enthusiastic participant is also the final decision maker.
- 2
Build the shell pitch
Create a reusable foundation containing an introduction, attention-grabbing hook, problem statement, solution, and explicit call to action. Keep stable information in the shell while leaving room for audience-specific customization.
Pro tip Use a question, statistic, fact, or opening fragment of a story as the hook.
Watch out Do not make the pitch primarily about how the opportunity benefits you.
- 3
Tailor and strengthen the message
Connect each part of the pitch to how the audience's life or business will become better, easier, or more successful. Advanced presenters can add storytelling, empathy, resonance with audience values, and relevant proof such as testimonials, demonstrations, case studies, or market data.
Pro tip Speak the audience's language and choose proof that directly supports its priorities.
Watch out Do not add decorative stories or evidence that lacks a clear connection to the recipient's problem.
- 4
Rehearse and refine the delivery
Practice aloud in front of a mirror, camera, trusted peer, mentor, or partner, then use feedback to improve confidence, content, clarity, and delivery. Repeat until the pitch sounds natural without becoming careless or improvised.
Pro tip Record the pitch and review both the words and the nonverbal delivery.
Watch out Do not mistake an effortless final presentation for one that requires no preparation.
- 5
Engage through voice and presence
Use authentic passion, appropriate tone, purposeful body language, stories, examples, demonstrations, or physical products to maintain attention. Make changes in character, emotion, or perspective visible and audible when they clarify the narrative.
Pro tip When possible, demonstrate the product or idea rather than merely describing it.
Watch out A dull or uncertain delivery can weaken even a carefully constructed message.
- 6
Send the prepared follow-up
Follow up promptly with a personalized thank-you, recap of key points, clear next steps, easy call to action, and an honest reason to respond soon. Include a specific observation from the conversation and, when appropriate, offer additional value regardless of the decision.
Pro tip Prepare the email template before the pitch and offer concrete meeting times rather than asking an overloaded recipient to suggest one.
Watch out Do not use false scarcity or manipulative urgency.
In the wild
A travel agent opens with a statistic about people wanting to travel more while feeling overwhelmed by planning. She defines the risk of wasting time and money, presents personalized itineraries as the solution, and invites the listener to schedule a consultation within 24 hours in exchange for a destination-specific essentials box.
→ The audience receives a clear problem, tailored solution, next action, and time-bound incentive.
After repeatedly hearing the same questions from engaged couples, Jasmine incorporated the answers into a three-to-four-minute conversational pitch. It explained who she was, her style, how she worked, and practical details couples needed before choosing a photographer.
→ Prospective clients received decision-critical information early in a friendly, efficient format.
Jasmine pitched ConvertKit CEO Nathan Berry on automated launch-email templates for her students. After the call, she sent a personalized recap, specified what she needed, asked him to consult his team, established the date by which she needed a partner, and offered concrete times for another meeting.
→ The follow-up reduced scheduling friction and made the requested decision and deadline unmistakable.
Common mistakes
Recreating every pitch from scratch
Starting over wastes effort and encourages inconsistency. Maintain a proven shell and customize the audience-facing details instead.
Pitching without the decision maker
A compelling presentation may stall if someone absent controls the purchase or investment. Identify and involve that person as early as possible.
Leaving the next step ambiguous
Recipients should not have to infer how to proceed. State the desired action, explain how to complete it, and make the choice easy.
Is it for you?
Best for
It is best for entrepreneurs, speakers, salespeople, and creators pitching clients, investors, partners, audiences, or podcast hosts.
Not ideal for
It is not ideal for situations where persuasion would be unethical or where the presenter cannot research the audience or substantiate the proposed value.
From the transcript
“the pitching framework is research, craft, deliver and follow up.”
“Every word you speak needs to iterate how you're going to make their life or business better, easier, or more successful.”
“We need to have a follow up email prepared and ready to go before the pitch.”
From the episode
How to Prepare, Create, and Deliver Your Pitch