What Makes a Good Elevator Pitch?
If you get just one minute with someone, there’s a million different ways in which you can engage with them. You can ask them how they’re days are going, start with a joke, or even a simple hello and handshake. But these aren’t memorable. How many times do you think they’ve heard that introduction? How many times do you think they’ve remembered what followed? The chances are that it’s very low. Elevator pitches NEED to be memorable. They NEED to be unique, and most importantly, they NEED to be good. So, if you’re going to create the best elevator pitch you can, here’s what you should be doing:
INTRODUCE YOURSELF RIGHT – As we’ve mentioned, introducing yourself can be done in a multitude of ways, but you only get one shot at it. If you mess it up, that’s it. No second chances or opportunities with that person who could change you life. You need to be straight in there, clearly and with confidence. inform them who you are and what you do. Let them know why they should listen to you. You could even start with a question. The important thing to remember is that a good introduction can make or break your chances of success. Take these two examples, listen, and decide which one is better:
– Lovely weather, isn’t it? I’ve heard it’s going to be nice all weekend. Oh, I’m Jane, nice to meet you. I’ve had a great idea for an action film if you’d like to hear it?
Or…
– Have you ever fired a gun? Have you ever killed a man and lived with the consequences? Neither had Lucas, the straight-laced teacher in my latest action film. I’m Jane Smith, professional screenwriter.
Which is the more memorable? The second one of course, because it doesn’t bore the target with mundane chit-chat. You get a minute maximum with an elevator pitch, and that first ten seconds is of paramount importance; you need to introduce yourself in a way that excites, and that will open their ears and pay you attention. After all, if you’re not excited saying it, they’re not going to be excited listening to it. Your introduction needs to be great, it needs to lead to questions, and it needs to get straight to the point.
OFFER AND SOLUTIONS –The next part of your pitch should focus, and elaborate on your ability or service, and highlight what makes you different, and why you’re the person they need to listen to. Let’s take our friend, Jane. Here, Jane needs to explain herself as a writer. What she’s written, and what her achievements are. Why making her film would benefit all involved. Why her film script should be accepted over the other writers. Take these examples:
– I’ve written a few things; I don’t know if you’ve heard of them, but they seem to do alright. I wish I could write like my friend, Emily, she’s much better than me. She beat me in a writing contest last month.
Or is B better?
– My last film won first place at three different film festivals, and has just been greenlit to go into production starting next year with ‘this person’ directing. Critics said it was unique, and that I am a fresh voice in the industry.
Again, B is better by far. Again, it’s because it entices the target audience, and encourages them into believing in her ability, as well as what makes her different in the pool of writers. You need to highlight your own ability, what is going to make you successful, and in turn, your target. If you’ve got something that makes you stand out, whether it’s an idea, or a service, a point of view or perspective – include that here, and make sure you can back it up with achievements and progress. It’s here, where you will want to address what’s known as your USP, or to give it its full title, your Unique Selling Point. What makes you different, and why you’re the person to trust.
QUESTION AND ACTION – Given that elevator pitches are most likely going to be a conversation that you have in-person, it’s not surprising that questions will be asked on both sides, provided you do the first steps right. It’s a good strategy to lead with a question as Jane did with her introduction, as it engages in conversation rather than you talking at them, as opposed to with them. Questions can offer insight as to their preference and stance on your pitch, which can allow you to tailor the best way to persuade them, however, you’ll almost definitely have to answer some questions as well.
If you manage to persuade them, they will want to know more, and it’s your job to fill them in. If you can’t, then they might lose interest, and you might lose a deal, or a job opportunity. Knowing, and being able to answer the questions that are fired back at you is just as important as any other step in creating your elevator pitch. Once that has all been done, and your pitch is over, you’ll want to get out of there quickly. Give them a business card, an email, a number or some other way to contact you. Don’t hope to hear from them, look forward to hearing from them. As we’ve said, time is money, and time doesn’t stop, so neither should you. So go and find another person who might be in a apposition to offer you that sought after opportunity. Give them your refined elevator pitch.
PRACTICE MAKES PERFECT – Once you’ve perfected the best way to introduce yourself, the questions you’ll want to ask, and the questions you’ll be able to answer, practise it. Make sure that it is as air-tight as it possibly can be. Regardless of how good the pitch might be, just one slip up can put a potential employer off from going further, or making a deal. Make sure you’re confident and that your body language conveys your ambitions. The more you do that the better you’ll become. The more it will sound like a normal conversation rather than a sales pitch. And most importantly, the more interested your target will be in your pitch.
Elevator pitches are a great tool to convince, persuade, and boost your career.
Sixty seconds isn’t a lot of time to convince someone, but life’s funny. Sometimes you’ll only get a minute, and being able to make the most of that when the time comes is something that can help you out like you wouldn’t believe. So, if you’re going to be in a position that could force you to pitch your idea, make sure you know what you’re doing.