CFC 2012: Dyana’s constantly evolving “pitch”

To kick off our series of podcast interviews with this year’s speakers at the Creative Freelancer Conference (will you be there this June 21-22 in Boston?), we have the one and only Dyana Valentine talking about her Pitch Perfect session and how to get your money’s worth at the event.

Read an excerpt below, and listen to the interview in its entirety, here. Plus meet Dyana Valentine and get some tips on Design TV.

IB: Give us a little preview of what CFC attendees can expect to learn in your session, Pitch Perfect.

DV: You’ll come in to our session with your current pitch.. By the Dyana Valentineend of the session, you will have edited that pitch to be more informative, more interesting, and more fun to say. I hope that people will reframe their idea about pitches and understand that this is an evolving practice vs. a terminal activity.

If I can reframe the paradigm of what pitches are, and if I can help you in the room beef yours up, I will feel like a million bucks.

IB: What if I’m a shy freelancer and I don’t know anybody at CFC and I’m not particularly confident about my pitch? Will I have to stand up in front of 600 people and say my pitch?

DV: You might. Because generally what happens is: I cannot help myself but tune right in to the most shy person in the room and invite them to be my volunteer. If for some reason, you really are paralyzingly shy and really aren’t interested, I will give you the language in the room to say, “Thank you, but no,” and I will absolutely honor that decision. You can always say no, but I highly recommend you lean into it, get your money’s worth, and take it for what it’s worth. You might never see the people in the room again, and I guarantee you that 400 out of 600 of those people or more are having the same exact paralyzing anxiety and wondering whether to go into the room with Dyana Valentine cuz ‘isn’t she the one who always calls on people in the audience?’ Yes, I am, and I’m not going to stop this year.

IB: What are you looking forward to at CFC this year?

DV: Oh my GOSH. Here’s why I love the CFC. I feel a great sense of belonging there having gone to every CFC since 2008, met lots of people, seen lots every year since then. It’s an incredibly sentimental experience for me. I love my people, but also, I always get to meet new and interesting people. One of my big super conditions for greatness is to get to play with strangers. CFC has been one of the most amazing fertile experiences for meeting and playing with really brilliant strangers.

I really look forward to meeting all of you and I thank you from the bottom of my heart, Ilise, for continuing to invite me and celebrate my work on the planet.

Listen here to find out more about Dyana, hear her “working pitch,” and learn:

  • The difference between a tagline and a pitch
  • How to craft your pitch and tagline based on the “defining features” of your ideal client
  • Why pitches are constantly evolving, and how often Dyana updates her

Check out the full list of speakers and sessions. Learn more about Dyana Valentine here and get her “How’s Your Pitch” worksheet here.