Mastering the elevator pitch
Most people in your network are eager to help you succeed. They want to know what you do and how you’re different. They’re happy to share your information with others.
The key is getting them to remember what you offer.
You have 30 seconds to tell your story. Go!
An elevator pitch is a great place to start. If you were in an elevator and only had 30 seconds to tell your story, what would you say?
What problems can you help solve?
We’ve all heard pitches that are too vague. Some job titles or businesses are self-explanatory. Most of us work in fields or provide services that need a bit more explanation.
For example, if I introduce myself as a writer, I’m missing the mark. It leaves out about 90% of what I do or how I can help clients.
It’s better to give more details by talking about the problems you solve. What pain points do you relieve? What can clients achieve by working with you?
Like all marketing, it’s about focusing on the benefits rather than the features of what you have to offer.
After I introduce myself and tell them the focus of my business, I share how my services can help my clients:
“I help businesses connect with their customers by improving how they communicate online and through their marketing material.”
What’s unique about working with you?
This is your opportunity to talk about how you’re different from your competitors.
- Is it your experience?
- What about your approach?
- Are you the only business offering a particular product or service in your area?
Remember to focus on the details that matter to your clients.
To take my pitch a step further, I talk about how I work with clients:
“I work with clients to understand who they want to reach so that whatever we produce has the right language and tone. The goal is to create content that works with their audience.”
A few helpful tips
Your pitch will change depending on the events you attend. Pay attention to how people respond. Play with your pitch to find what works for you.
- Practice your pitch out loud. You want to sound authentic and genuine instead of scripted.
- Tailor your pitch to the contact you’re connecting with. If you know the person, what can you change to make it relevant to their business?
- Stay away from jargon. Your pitch will lose meaning if your contact doesn’t understand what you’re trying to say.
- Give an example of a project that explains what you do. This can help if your business is more technical or if it seems like people are having a hard time understanding what you offer.
An elevator pitch doesn’t have to be clever or poetic to be clear and memorable. Take the time to understand what you’re offering, how it can help your clients and what makes you different. In 20 or 30 seconds, you can tell your story – and get others to tell it for you.
What’s your tip for developing a better elevator pitch? Share it in the comments section below.