Some videographers don't want to take the risk of pitching treatments to potential clients before a contract is signed for fear an idea will be stolen and produced by the competition. This is a valid concern. You'll need to evaluate each situation, judge whether you're pitching to ethical people and follow your instincts.

I always take the risk and I'm seldom disappointed. In my opinion, pitching the treatments prequalifies me for the job. It demonstrates that I understand the concept, that I'm creative and deliver on schedule. The pitch session proves that I can be flexible, receptive to input from the client and can think on my feet. Clients become involved with an idea during the pitch and the wheels start to turn. If clients want the treatment, they'll nearly always want to work with the person or people who created it. You're hired.

When large sums of money are involved, or if the treatment is for a documentary, film or television program, protect yourself legally before pitching. While concepts cannot be registered or copyrighted, a fully-developed treatment can. For copyright forms and information, contact the Federal Information Center at 1-800-688-9889. To register your work with the Writers Guild of America (WGA), West call 213-782-4500. East of the Mississippi, contact WGA, East at 212-767-7800.

Janis Lonnquist is an award-winning writer and producer with credits in corporate and special interest video, print, television and film.

1. Arrive at the pitch session on time. Bring your research, treatments, list of credits and demo reel. Introduce yourself and jot down the name and title of each person at the table.
2. Tell them you have several treatments for them to consider. Have copies of the treatments for everyone at the table, but don't hand them out yet. You don't want people reading ahead, or reading at all for that matter, while you pitch.
3. Using your notes, restate the core concept. This reassures everyone you understand their requirements. If there are corrections to the concept, note them, and do your best to adjust the treatments accordingly as you pitch.
4. As you deliver each treatment, preface it with a sentence or two about why you developed this approach. "Your ads and brochures emphasize the superior technology of your home health care line, but you want the video to be warm and consumer-friendly. In this approach, 'Technology You Can Trust,' we blend these ideas, stressing ease of use and personal benefits to consumers who incorporate the technology into their lives."
5. Enthusiastically share each treatment. Use notes as you tell the story, but look up frequently and make eye contact. Answer questions, but try to deliver all the treatments before getting feedback.
6. I like to "sandwich" my treatments. I pitch a standard approach first, followed by what I feel is the strongest idea. Third is a riskier idea or "red herring." (The red herring is a viable approach, just not typical for that audience.) I conclude with another strong, standard approach.
7. Give everyone copies of the treatments after you've pitched them all. Listen carefully to feedback, noting what they like and why.
8. Never become hurt or defensive. Don't aggressively push your personal favorite once you're sure everyone understands it. Don't take criticism personally. Try to relax and express with your face and body language that you're open to comments.
9. When clients contribute ideas of their own, be receptive. Often these ideas, inspired by TV or film, aren't practical. Tactfully explain why and suggest modifications. For example, instead of seeing volcanic lava engulf the competitor's product, as your client suggests, perhaps an actor could rush in, covered with gray volcanic ash, and report what just happened. Bad ideas are usually abandoned quickly.
10. If clients don't commit in the pitch session, ask if you can provide any other information. Thank them for their time and schedule a follow-up call.

J.L.

You know the standards: The News Show format. The Friendly Host taking you on a tour. The Documentary. The Testimonials. The Hero (athlete or actor) pitching a product. Here are a few more you may want to try:

1. Pain/Pleasure: Stir the viewer's pain, anxiety, or guilt, then provide a solution. A stressed-out executive has problem after problem on a business trip. The problems are all solved by the kind, responsive people at PoorYou Hotels.
2. Parody: Borrow the mood, methods, and mannerisms of something in pop culture. Sculley and Fox-type agents detect corporate security problems in an X-Files parody. An insurance group never stops working just like a certain pink bunny. (Must be an obvious parody. Be sure to respect all copyrights.)
3. Buddies: Someone gives information or makes a recommendation, intimately, friend to friend. Jack endorses a drug rehab center to his troubled pal. Friends must be real people to whom the audience will relate.
4. WIFM: Answer the viewer's burning question: What's In it For Me? Know the viewer's imperatives and show how the product or service delivers. A salesman learns how to re-channel faxes, voice mail, and e-mail to his new palm-held computer resulting in (WIFM!) better communication on the road, more sales, and more money.
5. Before and After: Impressive transformations, such as a cluttered closet before and after installing an organizational system. A homeless person before and after a work training and transition program. A neighborhood before and after an anti-crime campaign.
6. Nostalgia: Show a way to reclaim the good old days. New software frees up three executives to shoot hoops together like they used to in college. A vitamin line has a senior couple walking along the beach and sharing dreams like they did when they were newlyweds.

J.L.