An elevator pitch or speech is considered a brief but effective overview of the business, service, or product offered. An elevator pitch is mostly utilized in face to face networking. Elevator pitch is supposed to be the simplest, but it should be impactful and compel the listener to take a desirable action.
As the name implies, the elevator pitch should be as concise as possible. It should last as long as a person spends in an elevator.
Characteristics of an effective elevator pitch:
- It should be simple and easy to comprehend
- It should be short but should serve the accurate purpose of marketing
Target the purpose
There is always an aim or objective for pitching an idea. An elevator pitch can be utilized for marketing a product for selling an idea or branding a product. It should be strategized according to the purpose. If it is being utilized to sell a product, it should solely enhance the positive aspects of the product.
Focus on the Length
The perfect elevator speech does not last more than 30 seconds and must incorporate all the product or service characteristics that are the subject of an elevator pitch. If something makes the person or the product stand out, include it in the speech.
Keep it Casual
During an elevator speech, try not to sound like reciting one of the speeches that give the impression of being crammed and are just read without being understood. It is suggested first to say it and then write it down. Most elevator speeches are too formal and are read as the top of a CV. Avoid memorizing all the speech. Instead, memorize the key points and understand each point completely, leaving space for improvisation and personalization depending on the type of audience. Try practicing to pitch it in front of the mirror or record it and then listen to it. Apply the Tweet Test
This is the era of communicating within 140 characters. An elevator speech should reflect that. Try to describe the company or product in approximately two sentences. If this is not working, then try to polish the speech. This happens because of the lack of clarity in the speech. The ‘tweet test’ is good for finding the approach – Try writing an elevator pitch on Twitter.Make it Relevant
In a networking event, do not limit on just shaking hands and start with an elevator speech. For making it relevant, it is advised to know a little about the audience. Ask them what they do or what they expect to get from attending that particular event. With a little information about the other person, it can be customized according to the speech’s tone, making it more relevant.
Close with a Question
End the elevator speech with a question. Ask for advice, a contact, something about the other person, or what the situation requires. Finishing the introduction with a question drives the conversation. It is never appropriate to end the elevator speech by asking for a job. As a minimum, ask to exchange contact cards with the person – or contact them through LinkedIn. The point is to make sure that an elevator speech does not feel like an advertisement, but it should build a human relationship with the other person.What the Experts Say
Network expert Patti DeNucci suggests losing the concept of “speech” altogether.” Speeches do not attract the majority of people,” she says. “Think of this as your self-presentation -. A concise way for people to realize who you are, what you do, where you can serve them, how they can benefit, and any interesting thing that shows how your product or service is unique.”
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