Two minutes. That’s all the time you get to convince a room full of industry pros that your product is the next big thing. At the 2009 International Home + Housewares Show, pitching expert Wendi Cooper broke down the art of the two minute pitch, and her insights were invaluable for the inventors in attendance.

Wendi emphasized that a great pitch isn’t about cramming every feature and benefit into 120 seconds. It’s about telling a story — what’s the problem, what’s your solution, and why should anyone care? She coached inventors on body language, voice modulation, and the importance of leading with the most compelling aspect of their product. “If you can’t hook them in the first 15 seconds, the next minute and 45 seconds don’t matter,” she told the audience.

At Livemercial, we deal with the art of the pitch every single day. Our streaming video campaigns are essentially product pitches delivered directly to consumers’ screens, and the principles Wendi shared apply directly to what we do. A strong opening, a clear demonstration, and a compelling call to action — that’s the formula for a great two minute pitch, and it’s the formula for a great direct response video. Thank you, Wendi, for sharing your expertise with the IH+HS crowd!