An elevator pitch is a brief and persuasive speech that introduces yourself, your idea, or your business to a potential audience. It can be a powerful tool to spark interest, create connections, and open doors for opportunities. But how can you make your elevator pitch more compelling and memorable? Here are some tips to help you craft and deliver an effective elevator pitch.
Before you start writing your elevator pitch, you need to have a clear and specific goal in mind. What do you want to achieve with your pitch? Do you want to sell a product, secure a meeting, get a referral, or simply make a good impression? Your goal will determine the content, tone, and length of your pitch. A good elevator pitch should be no longer than 30 seconds, or the time it takes to ride an elevator.
A great way to start an elevator pitch is with a question, instead of the usual "I am X and I do Y". A thought provoking question - posed in a natural way, and not like you're reading off of a script - can do wonders to draw the audience in.
Foster urgency, make it about them, not you. Exude certainty, confidence is key. Paint a vivid, succinct picture that solves a real problem they face. Show them you're the best chance at the solution, leave them yearning for more. Remember, you're not just selling a product or service, you're selling an unforgettable experience, a compelling outcome. The secret isn't just to pitch, it's to make them feel the opportunity of a lifetime will be missed if they pass.
Another important factor to consider is your audience. Who are you pitching to, and what do they care about? What are their needs, challenges, and goals? How can you tailor your pitch to address their interests and concerns? How can you use the appropriate language, tone, and style to connect with them? Knowing your audience will help you craft a pitch that is relevant, engaging, and respectful.
A highly effective approach is to craft multiple elevator pitches, each tailored to address the specific and immediate pain points of a specific niche audience. Emphasize how your solutions can precisely resolve their unique challenges. Merely having a generic version and adapting on the fly falls short. Building trust through your elevator pitches hinges on showcasing a deep understanding of your listeners' personal needs and concerns. By customizing your message, you demonstrate genuine empathy and expertise, fostering stronger connections and a greater likelihood of success in your interactions.
The core of your elevator pitch is your value proposition, or the unique benefit that you or your idea can offer to your audience. Your value proposition should answer the question: Why should they listen to you, or care about what you have to say? What problem do you solve, or what opportunity do you create for them? How do you stand out from the competition, or what makes you different? Your value proposition should be clear, concise, and compelling.
The last part of your elevator pitch is your call to action, or the specific action that you want your audience to take after hearing your pitch. Your call to action should be aligned with your goal, and should be realistic and achievable. For example, you might ask for a business card, a follow-up email, a referral, or a meeting. Your call to action should be polite, direct, and confident.
Once you have written your elevator pitch, you need to practice and refine it until you feel comfortable and confident delivering it. Practice in front of a mirror, a friend, or a colleague, and ask for feedback. Record yourself and listen to how you sound, and how you can improve your voice, tone, and body language. Revise your pitch as needed, and make sure it flows smoothly and naturally. Remember, your elevator pitch is not a script, but a conversation starter.
Finally, you need to be ready to adapt and improvise your elevator pitch depending on the situation and the response of your audience. You might encounter different scenarios, such as a longer or shorter time frame, a different setting, or a different question. You might also face some objections, challenges, or questions from your audience. You need to be flexible and prepared to adjust your pitch accordingly, and to handle any feedback or follow-up with grace and professionalism.
It’s important to remember that people know when they’re on the receiving end of a sales tactic, and are generally turned off by it. Leaning toward making your elevator pitch less “salesy” and more informative/educational will help the listener feel more eager to hear what you’re saying. Work to be aware of and avoid lingo that is very niche-specific, and use language that doesn’t feel forced or stiff, opting instead to adopt a more casual pitch with everyday, comfortable wording. People buy you long before they buy your product or service.
It's worth remembering that as well as what you say, your audience is picking up all sorts of information about you at a subliminal level. This will play a large part in whether or not people decide they want to pursue things further with you. We all know about liking or disliking someone instantly and not knowing why. With this in mind, think about how you want to come across. What qualities do you want to demonstrate? Get really clear on that. How can you embody them with your posture, facial expression, stance, gestures? If this is a planned opportunity, would the clothes you wear contribute to the kind of impression you want to convey to people? Above all, be natural and sincere.