How To Pitch Successfully with John Livesay


In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews John Livesay, who is a known as the Pitch Whisperer. John is a funding strategist for tech CEOs, the host of The Successful Pitch podcast, and a pitch mentor for Start Fast. During this episode, Sam and John discuss the importance of storytelling, power connecting, common networking issues, storytelling structure, branding for small firms, and how to successfully pitch.


  • What does it mean to be a power connector?
  • What are the standard problems you see with clients in terms of networking?
  • How do you set up the storytelling structure for people that you work with?
  • How can smaller law firms create their own brand to combat bigger organizations?
  • How can someone go from bad to good to great, when it comes to pitching?




  • Regardless of what you are pitching, you need to tell a story.

Power Connecting

  • Top three questions to ask if you want to be a power connector:
    • How can I help you?
    • What advise do you have for me?
    • Who else do you know that I should talk to?
  • You have to give two things before you can ask for anything.
  • If you are a lawyer and only hanging out with other lawyers, then you aren’t really expanding your network.
  • Network with people in non-competitive categories.

Common Networking Issues


  • Define who you are and the problem you solve.
  • Ensure your elevator pitch is conversational, short, and distinct.
  • The key to confidence is success, and the key to success is preparation.
  • The more empathy you show, the more likeable you are.
  • The goal isn’t to get rid of the butterflies in your stomach, but to get them to fly in formation.
  • In order to improve your confidence, write down your moments of certainty.


  • Think about stories relating to your life that are relatable and compelling.
  • All stories have a structure, genre, and lesson.
  • Once you start telling a story instead of making a speech, you relax, as you don’t have to force it.
  • If you tell a story where you are vulnerable, it allows people to relate to you.


  • Good storytelling has three elements:
  1. Exposition: Who, what, where, when, and why?
  2. Problem.
  3. Solution or outcome.
  • It is always great to have conflict in the story.


  • In order to be successful, you have to find your niche.
  • Define your set of values, who you are, and what you stand for.
  • If you try to be all things to all people, then you are nothing to everybody.
  • Who you say no to is more important than who you say yes to when you are looking at taking on new clients.
  • Focus on being a progressionist, not a perfectionist.

The Pitch Whisperer

  • You have to be aware and address the unspoken questions people have while they are listening to you pitch.
  • Work on your content and have a clear, concise, compelling message that is easily understood.
  • Ensure your pitch and content are unique to you and not generic.
  • Work on the pitch delivery.
  • Remember that people buy you first, then the company, then the service.
  • Connect emotionally with your audience, and back it up with content.



Text FUNDING to 66866 to get free PDF

Selling Secrets for Funding

The Successful Pitch Podcast

Start Fast  

How to Be a Power Connector (book)




What are the top 3 questions to ask if you want to be a power connector? Find out w/ @john_livesay @gaylordpoppllc

How do you stack your moments of certainty? Find out w/ @john_livesay @gaylordpoppllc

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