The idea behind an elevator pitch is to be able to tell a stranger who you are and what you do in the time it takes to go up a few floors in an elevator, to be prepared in case you ‘accidentally’ hop into an elevator with your ideal client while going back to your hotel room or on the way to a meeting…
The key to a good elevator pitch is that it is aimed at the person you are speaking to. That is ALWAYS the 1st thing to consider: Who is your Target Audience? Your elevator pitch will vary if you are talking to one type of client, another type of client, a referral partner, a stranger on an airplane, or your annoying neighbor at a dinner party…
There are a 8 elements that must be in EVERY elevator pitch, and then a few principles to keep in mind…
Elements of EVERY Elevator Pitch:
- Your Name. You obviously want this person to reach out to you at some point, it will be important that they know your name. I would recommend giving your name at the beginning and end of the pitch. The person you are speaking to is much more likely to remember your name after they have some context about you.
- Your Business Name. Once again, you will want them to know who you are, and who your business is. They may only remember one thing, but if that one thing is good, in today’s age of search-ability, they will find you!
- What You Do. Benefits>Features. Tell the people what your product or service gets them. How it will make them feel. How it will make their life better.
- How You Do It. Here is the point where you tell them what you do. The verb. The action. You create all the good stuff in #3 by proving this product or service.
- The Geographic Location where you do it. Are you an internet based business that can go anywhere? Do you only operate in a suburb area? City Area? Often times the best way to get clients is by eliminating the time wasters before you even get started.
- Contact Information. What is the best way to contact you? Email? Cell Phone? Facebook? Make sure you
- Call To Action. Make an ask. Tell them what you want them to do. If you are looking for a referral, tell them who you are looking for. Ask them
- Business Card or something better… Everyone has a business card. They are free on some websites, so that is the minimum that you should leave with someone. But here is an opportunity to really be creative. I had a person give me a plastic peanut with his contact info on it. I couldn’t throw that away!?!
It may seem like it will be too difficult to get all of these items in your pitch, but YOU CAN DO IT! It may be challenging, but these principles will help as well:
Principles to remember when you are CREATING/DELIVERING your Elevator Pitch:
- Write it out First. Write it down, edit it, keep tweaking it until everything falls into line.
- The average person speaks 200 words in one minute. We don’t realize how much we have to say until we start talking. We have all seen someone who says, I’ll just be a minute, and then an hour later, they are still talking… Don’t be that person. “If I had more time, I would have written a shorter letter…” – Mark Twain Don’t regret not knowing what you are going to say before you say it.
- Just because you know it, doesn’t mean the person you are talking to does. The Curse of Knowledge is real… It is hard to put yourself in the shoes of your target market. It is hard to remember what it was like to not know something that you now know. So, while creating your elevator pitch, put yourself in the shoes of the person you will be talking to. Remember what it was like to not know anything about the subject you are giving the pitch about.
- What is your WHY? Depending on what you’re presenting and where you are presenting, you may or may not tell the origin story story of your product/service. The reason you do the thing you do makes it personal and people respond to personal. Even if you do not include the why, it is good to keep it in mind while you prepare your elevator pitch. It will give passion to your voice.
- Deliver your message SLOWLY and CLEARLY. We tend to rush through messages, especially ones that we have delivered numerous times. That is why it is necessary to slow down, and tell your message slowly and clearly…
Is there anything else I can do to help you create and perfect your elevator pitch? Let me know in the comments below…