It really does help to perfect an elevator pitch for anything you’re trying to sell – whether it be yourself, an idea, or even a product. An elevator pitch allows you to connect to potential business partners and investors in a way that’s intriguing, confident, and straight to the point. Here, we’ll give you a better understanding of both the structure of an elevator pitch and also give you some helpful tips to create your very own elevator pitch.
The components of a compelling elevator pitch
The best elevator pitches are no longer than two minutes. Why? Because most people have short attention spans. Therefore, you must include every vital element of your elevator pitch within a 2-minute window. Mind you, a 2-minute pitch is for when people give you permission or the chance to start your pitch. But if you’ve got your foot in the door or have a small window of opportunity, you may only have 30 seconds to deliver your spiel. Therefore, you may have different variations of your elevator pitch, depending on the situation. Here’s what your elevator pitch should include:
1. The problems that this product can combat
Everybody is looking for ways to make life a little bit easier. Besides the product’s value or design, convey how the product or service can actively help people’s day-to-day life. Many effective elevator pitches begin with a question related to solving a problem or making the listener realize they have an issue. These types of questions immediately pique interest and may start like: “Have you ever -” or “Don’t you hate it when -.”
2. What you’re trying to sell
Whether it be yourself, your services, or a product, you need to make what you’re selling pop out the most. Every other component simply adds to what you’re trying to sell, so make sure you give it a good base to stand on. Therefore, don’t get lost in a long introduction about yourself, your backstory, or explain why you’re delivering your pitch.
3. Why the product is needed
Explaining what the product is or does is only the first step; now, you have to give them a reason to want or need it. Place value in it by emphasizing why the service or product is important or different and, therefore, special.
While it doesn’t hurt to add compelling adjectives when describing your service or product, be truthful about its benefits. People can pick up on exaggerations quickly, and they will get turned off or mentally shut down the moment they sense you’re not being entirely truthful.
4. Compelling call-to-action
Don’t forget to end your elevator pitch with a direct call to action, such as an invitation to set up a meeting.
Perfect your Delivery
The delivery of your elevator pitch is just as important as what you have to say. While what you say should be authentic and your desire to present it should be genuine, delivering an elevator pitch is essentially a performance that will need practicing and perfecting.
Write your elevator pitch down on paper or have it saved digitally on your mobile. Recite it in the mirror. Record yourself on your phone and play it back. Make tweaks. Practice with family and friends and adjust your delivery depending on their feedback. At some point, you’ll know your elevator pitch by heart and deliver it effortlessly and naturally.
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