establish assets, make pitch

Выражение встречается в следующем контексте:

Berore you ask for the reader's help, recall all the good thing's you've done!
Readers are likely to be sympathetic to someone they owe a favor. But don't expect the reader to remember your good turns or your accomplishments. They won't. You have to put them on the table yourself. Once you've established your assets, you'll have the reader's attention so you can make your pitch.

Заранее спасибо

(http://www.multitran.ru/c/m.exe?a=phr&s=make a pitch&l1=1&l2=2)