How do you design and deliver a clear and concise elevator pitch for your product or service?

1 Know your audience

Before you start writing your elevator pitch, you need to know who you are talking to and what they care about. Research your target market and the trade show attendees, and identify their pain points, needs, goals, and preferences. This will help you tailor your message to their specific interests and challenges, and show how your product or service can solve their problems or improve their situation.

2 Define your goal

Next, you need to define what you want to achieve with your elevator pitch. Do you want to spark curiosity, generate leads, schedule a demo, or close a sale? Depending on your goal, you may need to adjust your tone, length, and call to action. For example, if you want to spark curiosity, you may use a catchy hook or a surprising statistic to grab attention and invite questions. If you want to generate leads, you may offer a free trial or a discount code to entice them to sign up. If you want to schedule a demo, you may highlight a unique feature or a benefit that sets you apart from the competition. If you want to close a sale, you may emphasize the urgency or the value of your offer and ask for a commitment.

3 Structure your pitch

A good elevator pitch should have a clear and logical structure that guides the listener through your main points and leads to your desired outcome. A common structure is the problem-solution-benefit model, where you start by describing the problem that your product or service solves, then explain how your product or service works and what benefits it provides, and finally end with a call to action that prompts the listener to take the next step. Another structure is the question-answer model, where you start by asking a relevant question that engages the listener and reveals their pain point, then answer it with your product or service and how it can help them, and finally end with a call to action that invites them to learn more.

4 Refine your language

Once you have your structure, you need to refine your language and make sure it is clear, concise, and compelling. Avoid jargon, technical terms, or vague statements that may confuse or bore the listener. Use simple, direct, and active words that convey your message with confidence and clarity. Focus on the benefits, not the features, of your product or service, and use stories, examples, or testimonials to illustrate them. Use emotion, humor, or curiosity to create rapport and engagement with the listener. And use a strong and clear call to action that tells the listener what you want them to do next and why they should do it.

5 Practice and deliver

Finally, you need to practice and deliver your elevator pitch with confidence and enthusiasm. Practice your pitch aloud, in front of a mirror, or with a friend or colleague, and get feedback on your content, delivery, and timing. Aim for a pitch that is between 30 and 60 seconds long, depending on your goal and the situation. Adjust your pitch as needed based on the feedback and the context. And when you deliver your pitch at the trade show, make sure you smile, make eye contact, use gestures, and modulate your voice to convey your passion and personality. And don't forget to listen, ask questions, and follow up with the listener after your pitch.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?