How to Craft An Elevator Pitch in 4 Steps
You've just bumped into a past acquaintance. She asks, “What your are up to these days?” You open your mouth, and then pause . . . you try to organize your thoughts, but she decides she must be on her way. She says, “I’ll catch up with you another time” and waves goodbye.
If you'd been prepared, she'd likely have stayed to listen, learn, and engage with your pursuits.
Introducing you, or your company, in a quick and compelling way is one of the most important things you can do for your career or business.
This is referred to as an "elevator pitch". A few concise, go-to statements that spark interest in what you, your organization, your project, idea, or product does. A good elevator pitch lasts no longer than 20 to 30 seconds, about the time of an elevator ride, hence the name.
Everyone should have an elevator pitch for anything you are passionate about. You will stand out if you have an effective one.
Crafting an Elevator Pitch
What do you want your audience to remember most about you? Your pitch should excite you first! If you don't get excited about what you're saying, neither will your audience. Your pitch should bring a smile to your face and quicken your heartbeat. People may not remember everything that you say, but they will likely remember the passion you had for it. Think back about a time you met someone briefly and they conveyed their own passion and conviction for their pursuits.
It takes time to get your pitch right. You'll likely go through several iterations before finding a version that is compelling, and sounds ‘natural’ in conversation.
Follow these steps to create a great pitch, but keep in mind that you will need to vary your approach depending on your audience.
1. What is the objective of your pitch?
Identify Your Goal.
Do you want to tell potential clients about your organization? Do you have a great new product idea that you want to others to know about? Are you looking for new career opportunities? Do you want a simple and engaging speech to explain what you do for a living? Identify your goal(s) prior to crafting your ‘pitch’.
Identify Your Audience.
In general, your target audience is a client or employer and your elevator pitch goal should be tailored to them. But, you will speak to a lot of people. It is just as important to have a well crafted elevator pitch for a friendly acquaintance as it is for your target audience.
Example:
“To help others reach their next level career.”
"To learn if my services can help a potential client.”
”To let others know I’m open to learning about new career opportunities.”
”To share that I’m looking to get more experience in marketing.”
2. Explain Who You Serve, What You Do, and How You Do It
Start your pitch by describing who you serve. This will allow you audience to know whether you are talking to them, or to a network that they might know. Next, explain what you, or your organization does. Focus on the problems that you solve. Finally, describe how you perform your responsibilities. This will distinguish you from your competition. If you can, add information or a statistic that shows the value in what you do.
Once you complete this exercise, simplify your answer by asking, what do you want your audience to remember most?
Remember your pitch should excite! First it must excite you! After all, if you don't get excited about what you're saying, neither will your audience. Your pitch should bring a smile to your face and quicken your heartbeat. People may not remember everything you say, but they will likely remember your enthusiasm.
Example:
“I serve ambitious leaders who have big goals. I provide strategic consultation and tactical planning for their pursuits. I do this by partnering with them, listening, then executing for them on their behalf.”
“I provide an outside, strategic perspective to ambitious leaders that they can’t get in any other way. This perspective allows them to see and envision opportunities differently.”
"My company provides strategic consultation and coaching for ambitious individuals who want to reach their next level of success.”
3. Communicate What Makes You Unique
Do you know your Unique Selling Proposition (USP)? Use your limited time within your elevator pitch to set yourself apart or explain your personal brand. This is what makes you unique. We live in a competitive marketplace, there is likely someone else with a similar product, service, education, or skill set. What sets you apart from your competition is . . . YOU. So this is where you should communicate why you are so good at what you do and how you do it. Basically, what makes you, YOU.
Example:
”I lead with empathy and offer a partnership with my clients. I’m in it with them and for them until they reach their goals.
“I do this by listening to your pain points and what is holding you back from achieving your goals. Then I collaborate and consult with you to create a plan and an action-oriented business plan or career strategy which results in effectiveness and growth."
4. Engage With a Question
After you communicate your elevator pitch, you need to engage your audience by asking an open-ended question (questions that can't be answered with a "yes" or "no" answer) to involve them in the conversation. This requires knowing how to ‘read’ your audience. You should be access how or why they might be interested and be prepared with a question that aligns to their interest.
Example:
"Do you have clarity into your next business or career move?”
”Have you ever received an outside executive perspective on your pursuits.”
”What is preventing you from reaching your next level goal.”
Practice & Tailor, Practice & Tailor, Practice & Tailor . . .
When you've completed each section of your pitch, put it all together in a nice simple package. Then, read it aloud - multiple times. You will be shocked to find how much you refine it as you start to add the language that comes naturally. Next, time how long it takes to deliver your pitch. It should be no longer than 20-30 seconds; otherwise, you risk losing the person's interest, or monopolizing the conversation. Cut out anything doesn't need to be there. Remember, your pitch needs to be concise and compelling!
Example:
"My company provides strategic consultation for ambitious individuals who want to reach their next level of success. After listening to your pain points and goals, I partner with you to create the branding, strategy, and resources you need to reach your effectiveness and growth.
Do you have clarity into your next business or career move?”
Practice then tailor, then repeat. How you communicate your pitch is just as important as what you communicate. If you talk too fast, sound unnatural, or forget important elements it won’t be concise or compelling.
Practice regularly through networking. This forces the opportunity to introduce yourself multiple times. The more you practice, the more natural your pitch will become and tailored to the audience.
Executive Presence
Make sure that you're aware of your body language. This conveys just as much information to the listener as your words do. Practice in front of a mirror or, better yet, in front of colleagues until the pitch feels natural. Learn more about executive presence here.
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