• Project C
  • Posts
  • The Power of a Clear Pitch: Why Two Sentences Can Change Everything

The Power of a Clear Pitch: Why Two Sentences Can Change Everything

A short, sharp pitch is more than just an intro — it’s your north star for creating content that matters

creator 101: Pitch Like a Pro - Lessons from the Project C Pitch Slam

Last week, I hosted the first Project C Pitch Slam. Three journalists, each looking to launch a creator-model project, joined me to work through the basics of arriving at a solid one- or two-sentence description of their pre-launch concept. If you missed the Pitch Slam, fear not. I’m sharing the lesson plan and a few more tips below.

Whether building a newsletter, launching a podcast, or starting a YouTube channel, honing your concept is the essential first step. The clearer and more defined your idea, the easier it is to connect with your audience and stand out in a crowded creator space. This is true for all creators, but especially when it comes to journalism. You want to be able to give your audience a sense of exactly who you are and why they should watch, read, follow or even pay to subscribe.

Why is it important to squeeze your big important idea down into one or two sentences? A few reasons:

  • Because the world is awash in content and attention spans are short. You should be able to communicate what you’re offering in the few seconds someone may give you before they move on to the next option.

  • Because it forces you to distill your thinking. Ideas – especially new ideas – can tend to sprawl. The discipline of shrinking your concept into two sentences acts as a natural deterrent to that sprawl. Only the most important things about what you’re doing will make the cut.

  • Because once you nail your short pitch, it will serve as a north star for you once you begin producing content. You can measure every story idea, every interview against it. ie “Is what I’m proposing to do delivering on what I promise in my short pitch?”

Here’s how to refine your vision and make it pitch-perfect:

Start with the Basics

A successful project begins with a clear understanding of what you’re creating and who it’s for. Ask yourself these key questions:

  • What’s your topic and unique angle? What makes your content fresh and exciting?

  • Why are you the right person to create this? Highlight your unique perspective or expertise.

  • Who’s your audience? Go beyond demographics — think about their needs, behaviors, and motivations.

  • What problem are you solving? What value are you offering that will make people keep coming back?

I know. This feels like a lot to fit in to one or two sentences. If you’re stuck, use this simple structure to articulate your idea:

“I’m [your name], creating a [format] about [topic + unique angle]. My target audience is [people who…] and they’re looking for [benefit] to help them [solve X problem].

Here are some great examples:

Find Your Differentiator

A standout creator project has a voice and perspective that feels authentic. To sharpen yours:

  • Think about what excites you about your project. Your passion will be contagious.

  • Be specific: Instead of saying, “This newsletter is about Detroit,” reframe it with a voice: “Support the only independent reporter covering the 2025 Detroit mayoral race through the lens of young people, who the city’s current mayor calls ‘Michigan’s greatest export’.” (Wow.)

  • Remember, it’s not just what you cover — it’s how you cover it that makes the difference.

Know Your Audience

Your audience isn’t just a list of ages or job titles—it’s a community of people with shared passions or challenges. Knowing who you’re producing for will shape editorial choices, your tone and where and how you market your work.

  • Define their behaviors and needs: Are they busy professionals craving simplicity? Fans hungry for deeper insights?

  • Research where they’re currently going for content and figure out what’s missing. Start with yourself here. You likely decided to focus on a specific topic or space because your needs weren’t being met.

  • Speak their language. You don’t need to appeal to everyone—just the people who matter to your project.

Pro-tip: Instead of targeting “urban parents 35–44,” aim for something like “parents who want a smarter way to engage their kids with tech.”

AI has given us a huge leap forward in doing audience research. Prompts like “How many people live in Detroit?” or “How many Americans regularly ride bikes to work?” or “What is the most common activity for Gen Z online?” or “Where do most people get news about XXX?” will get you started.

Refine Through Feedback

Your concept doesn’t have to be perfect from the start. Share your idea with others and ask for honest, actionable feedback. Reach out to people whose opinions you value, but make sure there’s some variety. Colleagues, fellow students, professors, content creators you admire, family. The prompts below will get them thinking:

  • What stands out as a strength?

  • Where do they see hurdles or gaps?

  • What clarifying questions do they have?

🚨 Don’t fear feedback—it’s a chance to evolve your idea into something even stronger. You can take some on board and leave some behind. As Corey Ford, who runs the Sulzberger Executive Leadership Program at Columbia Journalism School, says: “Feedback is a gift, not a demand for change.”

Next Steps to Bring It to Life

Once your concept feels solid, start fleshing it out.

  • Write a one-paragraph pitch or “About” page: The act of writing will force you to clarify details.

  • Do competitive set research: Find others covering similar topics and see how your voice or angle differs. This can even lead to early collaborations.

  • Build a sample editorial calendar: Start drafting content ideas, episode structures, or newsletter sections. This will also come in handy when pitching your concept to potential funders (if you go that route). It will take your idea from conceptual to concrete.

Just do it

The most important thing is to start. Your concept will grow and evolve as you do, but clarity at the start can make all the difference. Every great creator project began with one simple, well-defined idea—and yours could be next.

Reply

or to participate.