Taking Your Pitch All The Way to 11
The Real Science Behind Securing a Yes
Some people think getting a commission is all about having a great idea. It’s not.
A great idea gets you through the door. What gets you to yes is something else entirely.
It’s about the person on the other side of the table. How they feel about you. How they perceive the idea. Whether they can see themselves backing it. And whether they feel safe saying yes.
But the truth is: decisions aren’t as rational as we like to think. Commissioners - you might be surprised to learn - are human too. And humans are wired to say yes (or no) for reasons they’re often not even aware of.
That’s where science comes in.
This week, I’m sharing what psychology, neuroscience, and behavioural economics can teach us about pitching. Not theory but practical, real-world principles you can use in your next pitch to tilt the odds in your favour.
This isn’t about manipulation. It’s about understanding how people actually make decisions and setting up your pitch so it’s easier for them to say yes.
I’ve also created a free cheat sheet for your dev teams - or just print it and pin it to the office wall.
👉 You’ll find the download link at the end of the article.
So here we go:
1. Always judge a book by its cover...
Back in the early 1990s, psychologists Nalini Ambady and Robert Rosenthal ran a now-famous series of experiments. They found that people can form a solid, lasting impression of someone in just seven seconds. In some cases, students who watched a three-second silent clip of a lecturer made judgments that matched students who'd had a full semester with them.
What it means for you: Walk in with clarity and confidence. Don’t open with apologies, self-deprecating jokes or making disparaging remarks about other people’s content. First impressions stick, and they stick fast, so make sure you’re showing your best self.
2. Hold Something Warm
In 2008, Yale psychologist John Bargh ran a clever experiment: participants who briefly held a warm cup of coffee judged a stranger to be friendlier and more trustworthy than those who held iced coffee. Physical warmth translated to emotional warmth.
What it means for you: If you’re offered a drink before the meeting, say yes and make it a tea or coffee. By doing so, there's a chance the commissioning editor (comm-ed) will be prompted to have one too (see mirroring or prompting below). Warmth in hand might mean your comm-ed is already more inclined to believe you when you say you’ve got exclusive access to the inner workings of the White House. Bring iced lattes to the meeting and they definitely won’t - even if you do.
3. Pitch Before Lunch
A study of Israeli judges found something sobering: those seen earlier in the day were far more likely to be granted parole. As the day wore on - and hunger and fatigue set in - judgments got harsher. This is "decision fatigue" in action.
What it means for you: From my perspective I think this one is definitely true - not that the others aren’t, however. I used to hate having afternoon meetings, especially when I saw my work had piled up over the day. Avoid the post-lunch fog or the 4pm slump. Pitch mid-morning or early afternoon, when energy is high and minds are open. If you’re stuck with an afternoon slot, make it brief and fun - if you do that you’ll be invited back for round two…
4. Mirror Their Energy
Neuroscience has shown that our brains are full of “mirror neurons” cells that help us unconsciously mimic the behaviour of others. This is how we build rapport. It's why you physically start leaning in when someone else does, or speak faster when they do.
What it means for you: Don’t try to dominate the room - sync with it. Match their energy, their pace, their formality. Done subtly, it builds trust without anyone noticing why. One obvious point here - if the commissioner is in a crappy mood (and yes, that does happen) don't mirror that too - otherwise… well, you get my drift.
5. The Peak-End Rule
Psychologist Daniel Kahneman discovered something odd about how we remember experiences: we don’t judge the total experience. We judge the peak moment and the ending. This is why one amazing scene can turn a mediocre film into a great one.
What it means for you: Build one strong emotional or surprising beat into the middle of your pitch and finish with clarity and punch. Make the end memorable - it’s what they'll take with them. For me, I would advise working out what your central 'question' is that you're going to pose in your film - that will linger in the comm-ed's mind long after you have left.
6. Let Them Build It
Research into the "IKEA Effect" and related studies show that people value things more when they help build them. Asking someone for advice triggers a subtle shift - they start investing in your success.
What it means for you: Don't turn up with a fully formulated show that requires no input. Otherwise, you might as well take it to the acquisitions team instead. Commissioners want to be part of the process; they want to fashion an idea to fit the editorial of their channel. So make sure there’s space for that to happen - even if you already know the answer. Then they become a collaborator, not just a gatekeeper.
7. Make It Feel Familiar
Psychologist Robert Zajonc's "mere exposure effect" shows that we tend to prefer things we’ve seen before, even unconsciously. Familiarity breeds comfort.
What it means for you: Repeat your top line. Reference known formats (but with a twist). Use visuals that feel recognisable. Make your pitch feel new and familiar. Nobody wants to take a TOTAL PUNT - you have to put some security in there. By giving subtle clues that this type of show has been done before - but this is a new version with an exciting dimension - you’ll help get it over the line. This happened when Love Island was pitched - essentially Temptation Island deconstructed.
8. Scarcity and Urgency Work
Robert Cialdini’s landmark work on persuasion found that scarcity increases perceived value. When we believe something is limited, we want it more.
What it means for you: If there’s a genuine reason this needs to move fast - talent availability, market timing, other offers - say so. But only if it's true. Fake urgency is a turn-off. Be super careful on pushing too hard, however, as we all know commissioning processes can take time and if this looks like it’s going to need a super-fast answer, it can be totally off-putting for the commissioner, even if they love it.
9. Hook Emotionally First
Psychologist Robert Zajonc (again) argued that emotional reactions happen before rational analysis. People feel first, and then explain their decision with logic.
What it means for you: Lead with the emotional hook. What’s at stake? Why does this matter? Once they care, the pitch will land harder. For me I would always lead with a question the commissioner will be desperate to find the answer to. For example: "Did you see the new footage that's emerged from the Trump assassination attempt? It's incredible and we have it here - some people are questioning whether the Secret Service saw the sniper but deliberately ignored him..." Obviously I've made that up but that would be a great opener for sure.
10. Priming Works (Even If They Don’t Know It)
Psychologist John Bargh’s research into "priming" showed that people can be unconsciously influenced by subtle cues - a word, an image, even a temperature - which then affect their behaviour or decisions. In one study, participants exposed to words about old age walked more slowly afterward. In another, those primed with rudeness were more likely to interrupt.
What it means for you: Before you even get into the heart of your pitch, you can set the tone. Use words like "trusted," "proven," or "innovative" early on. Reference previous hits or commissioners’ own successes - yes, flattery gets you everywhere. If you're writing a follow-up email after the pitch, load it with positive cues and reminder phrases. You’re not just reinforcing your idea - you’re creating a context where yes already feels like the natural outcome.
11. Simplicity Wins
John Sweller's "Cognitive Load Theory" shows that our brains can only handle so much information at once. Overload leads to confusion and confused people say no.
What it means for you: One big idea. Clear structure. Avoid jargon. Make it easy to repeat back. If they can’t retell your idea in one sentence, they won’t sell it upstairs. This is a CLASSIC rookie error. Over-selling an idea with too much info is a sure-fire turn off as it leads to confusion. If you have a multi-layered story, hold something back for the next meeting.
The Science of Yes Is Simple
There are so many things that are out of your control in life, including what a commissioner’s boss feels and what state their commissioning budget’s in. However, it’s worth remembering that there are things that you can influence, including what a commissioner feels about your idea, and the very best pitchers already do all of the above, often instinctively.
If you find yourself struggling when it comes to pitching - try building some of these techniques into your sales patter so you too can take your pitch to 11...
What about you? Do you think I’ve missed anything? Got a psychological trick that’s worked in the room? Leave your thoughts in the comments and download the cheat sheet below 👇
Extent work. The psychological science of a pitch should be learned, for that to happen it needs to be taught.!