An elevator pitch can be a powerful tool for marketing your business, and once you have it created, you can use it repeatedly in many different settings. Legend has it that it originated in Hollywood when a screenwriter would “catch an unsuspecting executive on an elevator ride.” A good elevator pitch should last no longer than a short elevator ride of 20 to 30 seconds, hence the name. They should be interesting, memorable, and succinct. They also need to explain what makes you – or your organisation, product, or idea – unique. Recent trends suggest that people, especially millennials, are becoming increasingly invested in the why behind a business – the greater purpose your company exists to serve – rather than simply what your product or service offering is. It’s called the elevator pitch because it’s meant to represent the amount of time you’d have if you were stuck in an elevator with someone riding from the bottom of the building to the top.
How to create a powerful elevator pitch?
It can take some time to get your pitch right. You’ll likely go through several versions before finding one that is compelling, and that sounds natural in conversation. Here are the steps you need to follow toward writing elevator speech examples you can be proud of.
- Keep it as short as possible. You’ll lose listeners if your elevator pitch tries to convey too much information. Experts generally recommend a speech of less than a minute. Focus on sparking enough interest for the other party to ask follow-up questions.
- Figure out who your audience is. In the same way, you should cater your elevator pitch to the specific situation, you should do as much as you can to craft your pitch based on the person you’re talking to.
- Focus on the problems you solve as a business. The most important thing is to identify a problem that is worth solving. If you, as an entrepreneur, are solving a problem that customers have, you can build a business.
- Focus on your competitive advantage. You need to effectively communicate how your company is different and why you have an advantage over the competition.
- Build your research into a foundation. Every good elevator pitch should be built on a standard foundation:
- Your name and job title
- Your company name
- What your company sells
- Who you sell your products and services to
- Your unique selling proposition
- A call to action
- Practice and record. You need to practice your speech out loud, record yourself doing it, and listen to the recording. You can practice alone in front of a mirror or in front of a trusted friend. Once you’ve practiced and revised your pitch a few times, make a recording. Listening to it can give you a great perspective on how it will sound to others. Plus, this will let you see how long your pitch really is.
- Remember the art of following up. You give the pitch, someone is potentially interested, and – then what? Get contact information and schedule your follow-up activity, whether it’s sending additional information or getting in touch. Chances are you’ll need to follow up multiple times.
In conclusion, an effective elevator pitch could be the difference between a new connection and a lost opportunity.