Craft an Elevator Pitch

When we talk about elevator pitch, most people try and pack in a lot of information within 10 seconds, 30 seconds. Of course the idea of elevator pitch comes from the fact that just in an elevator ride, when you meet your investor, you should be able to explain your idea to them. However, I sincerely believe that is not the right way to go about it. You should be able to communicate your idea in a nutshell, in an elevator ride. But it cannot be packed with information. So an elevator pitch maximum should be about 20 seconds. It should not go beyond 20 seconds.

There are many situations in which you can use an elevator pitch. In fact, you have no choice but to use an elevator pitch. Let’s say, a networking event: you cannot take 15 minutes to explain your product to someone, you cannot open a PPT (PowerPoint), you cannot open a website. Here it’s only your words. Therefore you need an elevator pitch in that situation. Or let’s say you’ve found somebody important on social media and you need to send them a message. You cannot write an entire novel in your e-mail or message to them. You need elevator pitch in these different situations. Now your elevator pitch entirely depends on who you’re talking to, what industry your product is in, what your product is about, what do you want from the other person, what situation it is. All of this affects your elevator pitch.

People don’t like to listen. The attention span is 3 seconds, that’s it. You need an elevator pitch, when somebody asks you about your product, like think about it, if I keep talking about my product right now for 10 minutes/15 minutes, are you really going to listen? Of course you’re not! The same applies to you. I know you created a great product; I know it’s going to change the world; I know you passionately love your product, but people don’t want to listen to you ramble on. Especially in the first few meetings, in the very first meeting with people you need to have an elevator pitch. Quickly put into context, what it is that you’re doing, why you’re doing. You need to generate attention; you need to get their attention and interest. That’s why you need an elevator pitch, that’s it, nothing beyond that.

There are many different formats which I use to help you draft your pitch because if I ask you to give me your business or your product or an entire pitch in one sentence right now, can you immediately do it? Or, how many of you can immediately do it? And trust me the answer is going to be almost zero, none of you all can. Even though for months and months you have been working on your product, you might be an expert in your field, but to put something just within one sentence of 20 seconds is not an easy job.

You’ve got so many parts in your head about your product, to put them seamlessly into a structure is the game and which is what makes pitching not easy.

So, I’m going to give you one very standard formula. Try and put your pitch into this. Of course, there will be some edits here and there based on your industry or context of your product but think of who you are helping. So, I or we, if you’re a business, (we help) – Whom do we help? (with) – achieving what? through – (what’s your process?)

So for example, I help teams or business teams perform better. So I’m helping them with what? I’m helping them achieve better performance through intelligent trainings and systems without extra resources. Very simple, very clean. I know there’s a lot more that I want to say but you’ve got to hold yourself back. So just use a simple statement.

It takes the conversation forward and that’s very helpful for your pitch. You don’t always have to because it can start looking a bit mechanical and it’s very important to be very natural when you pitch. Don’t come across as mechanical, don’t ask a question just because you’ve been recommended to or just for the heck of it. Not at all. The question if you want to end it or if it makes sense to end it, it should be a sensible conversation or should take the conversation forward in a very sensible way.