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The Anatomy of an Elevator Pitch
Transcript of The Anatomy of an Elevator Pitch
UNIQUE SELLING PROPOSITION
THE ART OF THE PITCH
Whether you are trying to promote a product or idea, raise capital, promote your company, or promote yourself, it’s essential to have an elevator pitch. You need to communicate your main message quickly, clearly, and distinctly to someone who doesn’t know you. A good pitch takes planning and practice to deliver it quickly, on the spot, and under pressure.
Describe Who You Are
Keep it short. Hint: What would you most want the listener to remember about you?
Cast the Hook
The objective of the first ten or fifteen seconds is to have your prospect want to listen to the next forty-five or fifty seconds differently, more intently than they would have otherwise -- Mel Pirchesky
Describe Why You Are Unique
Now it’s time to show the unique benefits that you and/or your company bring to business. Show what you do that is different or better than others.
Describe Your Goal
Describe your immediate goals. Goals should be concrete, defined, and realistic. Include a time frame. This is the final step and it should be readily apparent to the listener what you are asking of him or her.
By the Numbers
Where can you use an elevator pitch?
Job Interviews, Trade Shows, Presentations / Speeches, Networking Events, Personal Introductions
In Line for Coffee, Church, At the Gym, Grocery Stores
Meeting the Rich Cousin, Golfing, The Out-of-the-Blue Phone Call, Volunteering, Walking Down the Street
1. Keep it short. Be succinct.
Adult attention span is eight seconds.
Just enough information.
The right information.
After a sentence or two someone knows...
what you do.
what you need.
2. Have a hook.
As Mel Pirchesky advises, "The objective of the first ten or fifteen seconds is to have your prospects want to listen to the next forty-five or fifty seconds differently, more intently than they would have otherwise."
3. Pitch Yourself.
The elevator pitch is social: the elevator is not only a transitory environment, it is rather intimate.
Find your passion.
4. Don't forget the pitch.
It's easy to get so caught up in the details that you neglect to mention your goal.
Job, Product, Service
General Goal / Marketing Pitch
Let listener self-qualify, needs to know your goal.
No is as good as a yes.
5. Don't overwhelm with technical or statistical terminology (Don't Geek Out).
While being able to tout one or two amazing and memorable phrases or figures can be useful, don't fill your elevator speech with numbers or jargon.
Adapted from Article by Audrey Watters
Rehearse your elevator pitch so that when the opportunity to give it comes, you can deliver it smoothly.
Practice dealing with curves.
7. Use the same tactics for print.
Private Social Media
As your business or career moves through various stages, be sure to update and refresh your pitch.
Don't just wing it, explicitly revise it.
10. Be Involved.
Marketing yourself, product, service.
Make your elevator pitch to someone who has heard of you before.
When seeking to build strong networks, remember it can be just as important to listen as it is to talk.
But Not Too Unique
The Practice Pitch