Recently revealed to the public is a 61 year-old document that Walt and Roy disney created and used to raise the $17 million (roughly $146m today) it needed to build Disneyland.
I love that it starts with the story. It's all about the story they are trying to tell, and its perfectly summed up in the first line of the page entitled The Disneyland Story:
The idea of Disneyland is a simple one. It will be a place for people to find happiness and knowledge.
Such a simple and definitive statement that the company still embodies today.
The rest of the short 6-page document describes the the different areas that Disneyland will encompass, describing their purpose and setting, from the Main Street to Fantasy Land, highlighting Disney's original intention of the park and all of its different parts. Fascinating stuff.
Then Disney ends with this:
Disneyland will be the essence of America as we know it... the nostalgia of the past, with exciting glimpses into the future.
It will give meaning to the pleasure of the children... and pleasure to the experience of the adults.
It will focus a new interest upon Southern California through the mediums of television and other exploitation...
It will be a place for California to be at home, to bring its guests, to demonstrate its faith in the future.
And, mostly, as stated in the beginning - it will be a place for people to find happiness and knowledge.
Good formula for pitching anything - bookend the what with the why, and then add on the how.