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The Secrets to Crafting a Great Business Elevator Pitch
qSample: 8.04.2014
Elevator
pitches are important, not just for people, but for businesses as well. When
talking to potential clients, investors, or even partners, it’s crucial to be
prepared to give a pitch quickly and effectively.
One
of the first steps in writing an elevator pitch is to identify the audience.
Industry gurus may be comfortable with technical terms, but others can drown in
difficult phrases. Potential business partners, for instance, should receive a
different pitch than potential clients.
The
message itself should be considered as well. Although many people want to
provide as much information as possible, a better technique is to simply
address the needs of the audience. Due to their brief nature, elevator pitches
aren’t well suited to close sales. Most are used as an introduction, or to
establish a follow-up where the audience can receive more information. In this
way, elevator pitches are similar to an advertisement in function. They’re
meant to establish interest and a connection. In less than a minute, an
elevator pitch must communicate what a company has to offer to the audience,
and encourage a follow up discussion, in which more information can be
provided. With such a limited time frame, only the necessary points should be
conveyed.
Once
the audience and message are identified, companies have to decide where to put
that message. An elevator pitch may not be effective if the audience is
distracted or unwilling to listen, so it must be delivered at a place and time
that ensures the audience’s attention. Unfortunately, the nature of an elevator
pitch is that it may happen at virtually any time. It is often not an option to
control the place and time it’s delivered, but whenever possible, it should be
done.
The
biggest challenge is to convey a meaningful and compelling message in a very
short amount of time. This is usually less than one minute. Many recommend 20
seconds, but time isn’t necessarily the best guideline. An elevator pitch
should contain as many words as can be said comfortably in a period. Many
people make the mistake of trying to talk very quickly, in an attempt to cram
as many ideas in as possible, but this often reflects poorly on the messenger. READ MORE >>
GUNNING FOG INDEX: 13.97
punctuation marks: 22
words: 370 3+ syllable words: 67
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