Peter Winick breaks down how companies decide whether to spend six or seven figures on content. They don't care about charisma or gut feelings. They want measurable outcomes tied to sales, product launches, or Net Promoter Scores within a specific timeframe, and your pitch has to solve one of their core problems.
What a company cares about when they're investing in your content, and when we talk about investing in content, we're talking about 6 and 7-figure deals that companies are making. They don't react to an emotional piece. They don't react to some impulsive, oh, I saw this guy or gal speak and it felt great, so here's a million dollars. That's not how they operate. There's systems and processes in place. There's needs that are identified. There's systems they have to go through. There's compliance. They want to know that if I change these behaviors, if I spend $50,000 to change the behavior, this behavior in this sales population, over a 6-month period, there's going to be a result and a measurable result. The result isn't people feel better. A result isn't people are more comfortable in the workplace. The result is they're selling more stuff more often at more margin to the clients they want. The result is the product launch goes successfully. The result is their net promoter scores go up. Business isn't that complicated, by the way. There's like 5 or 6 things that keep your clients up at night, and you have to bridge your content to the thing that keeps them up at night with a valid, a valid promise that it will help them on their journey to fixing that.
