How
to Craft a Killer 60 Second Elevator Pitch That Will Land
You Big Business
Click here
for 60 Second Elevator Pitch Worksheet
What is an Elevator Pitch?
This is the 30-60 second business description of
what you do and why someone should work with
you.
It's called an "Elevator Pitch" because
it describes the challenge: "How would you
explain your business and make a sale if fate
placed you in an elevator with your dream
prospect and you only had the time it takes to
get from the top of the building to the
bottom?"
Why
Is Having an Elevator Pitch So Important?
You only have 30-60 seconds to make a
powerful first impression. The attention
span of the average person is just 30 seconds
before their mind starts wandering. The other
reason is people have less time today. You need
to grab them quickly or lose them forever.
Essential
Elements of a Powerful Elevator Pitch
- Concise.
Your pitch should take no longer than 30-60
seconds.
- Clear.
Use language that everyone understands. Don't
use fancy words thinking it will make you sound
smarter. Your listener won't understand you and
you'll have lost your opportunity to hook them.
- Powerful.
Use words that are powerful and strong. Deliver
the "Sis-Boom-Bang" to grab their attention!
- Visual.
Use words that create a visual image in your
listeners mind. This will make your message
memorable.
- Tell
a Story. A short story, that is. A good
story is essentially this: someone with a
problem either finds a solution or faces
tragedy. Either type of story can be used to
illuminate what you do.
- Targeted.
A great elevator pitch is aimed for a
specific audience. If you have target audiences
that are vastly different, you might want to
have a unique pitch for each.
- Goal
Oriented. A kick-ass elevator pitch is
designed with a specific outcome in mind. What
is your desired outcome? You may have different
pitches depending on different objectives. For
instance do you want to: make a sale, gain a
prospect, enlist support for an idea, or earn a
referral.
- Has
a Hook. This is the element that literally
snags your listener's interest and makes them
want to know more. This is the phrase or
words that strike a chord in your listener.
How
to Craft Your Killer Elevator Pitch
- Write
down what you do. Write it several different
ways. Try writing it at least 10-20 different
ways. Don't edit yourself at all. You will edit
later. This first step is for generating ideas.
Don't hold back. Ideas can be goofy, serious,
wild, funny, or conservative. It doesn't matter.
The goal is to get at many ideas as possible
down on paper.
- Write
a very short story that illustrates what you do
for people. If necessary, the story can be long.
You will boil it down later. Paint a picture
with words.
- Write
down your objective or goal. Do you want to
make a sale, gain a prospect, enlist support for
an idea, earn a referral, or something else?
- Write
10-20 action statements. This is a statement
or question designed to spur the action
associated with your goal.
- Record
yourself. You can use Jott if you don't have
a recording device. Jott is a free phone based
service that translates your messages into text
as well as providing an online link to the
original audio.
- Let
it sit. Come back to what you've written
with fresh eyes and ears the next day or later
on in the same day.
- Highlight
the good stuff. Listen and read through what
you've recorded and written. Then either
highlight or circle the phrases that hook you
with clear, powerful, and visual words.
Obviously not all the words will fall into these
categories. You still need connector words, but
you want them to be as few as possible.
- Put
the best pieces together. Again you'll want
to write down several versions of this much
tighter pitch. Tell us what you do and why
people should want to do business with you.
Include elements from your story if you can fit
it in.
- Record
these new ones.
- Do
a final edit cutting as many unnecessary words
as possible. Rearrange words and phrases
until it sounds just right. Again, the goal is
30-60 seconds maximum.
- Dress
Rehearsal. Run it by as many people as you
can get to listen to you. Get feedback from
colleagues, clients you trust, friends and
family.
- Done
for now. Take your final elevator pitch and
write it down. Memorize and practice it until it
just slides off your tongue naturally.
- Continue
to improve. Over time, always be on the
listen for phrases that you think could make
your elevator pitch more clear and impactful.
And then test it out. Every once in a while you
will probably benefit by starting from scratch
because things always change: you, your
business, your goals, and your clients' needs.
What
your "Elevator Pitch" must contain:
- A "hook"
Open your pitch by getting the Investor's
attention with a "hook." A statement or question
that piques their interest to want to hear more.
- About 150-225 words
Your pitch should go no longer than 60
seconds.
- Passion
Investors expect energy and dedication from
entrepreneurs.
- A request
At the end of your pitch, you must ask for
something. Do you want their business card, to
schedule a full presentation, to ask for a
referral?
Example
1 of an "Elevator Pitch"
Here is an example interview request "pitch"
SeekingCapital.com:
"I have done some research on SeekingCapital.com
and know that it is changing the future of
private equity investing. SeekingCapital's
private equity is a $100 billion a year market,
with over 400,000 entrepreneurs aggressively
seeking capital at any given time. I know
SeekingCapital.com offers entrepreneurs
and investors an efficient and uniquely
interactive method for obtaining or investing
capital in pre-IPO companies. Furthermore,
SeekingCapital.com is not an "Internet only"
company, but supports its online community with
local franchises in the United States and
internationally.
From my research I discovered SeekingCapital has
decades of experience in the securities
industry, investment banking, private equity,
and executive management. I wanted you to know
my partner and I have worked together side by
side for several years co-managing and running
the entire Internet operations of a publicly
traded brokerage firm. Our competitors
such as XYZ Corp. and ABC Capital have not had
as much success as us. Our-ABC Capital was
recently valued at $550 million . . . despite
several limitations.
I found SeekingCapital.com isn't just a listing
or matching service, they offer a community that
breeds interaction, education, and discussion.
They work with companies globally, through all
stages of funding, and across all industries.
My research also told me that you are
anticipating $XXX million this round to be used
for employee building, increased office space,
and marketing.
I have a compelling two page executive summary
that I would like to send you. Can I get your
address?"
Example
2:
"Dear Mr. Miller,
My name is Josh Paul. I am a graduating senior
from Salisbury University. I am looking for an
internship in a law firm this summer. I have had
a strong interest in the law since I first
enrolled in college and have participated in
several seminars of constitutional and corporate
law. Although those seminars were ungraded, I
have maintained a 3.4 GPA while also
participating in several extra curricular
activities including the Pre-law society. If
your firm offers internships, I would appreciate
an introduction to the people in charge of that
program. Alternatively, I would appreciate the
opportunity to give you a call and/or meet with
you in person to discuss your career path and
how I might find opportunities within the legal
profession."
This example could be used as in email
introduction, cover letter, conversation or even
in an elevator. The entire pitch is under 150
words. This does not mean that your
conversation, email, or cover letter would only
include this text. You might also include how
you were connected to this person or why you are
interested in his particular company, but this
is the perfect foundation from which to build.
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