How To Write An Elevator Pitch With Elevator Speech Examples
Meta: Mastering the Elevator Pitch is a key part of making a sale – even if you’re not actually in an elevator. In this guide, you’ll learn how to write an elevator pitch and what to focus on for the best results.
Writing an elevator pitch isn’t as hard as it looks, and if you finish this article, you’ll be ready to start crafting your own.
What Is An Elevator Pitch, Exactly?
An elevator pitch – sometimes known as an elevator speech or an elevator statement – is a brief description of a product or service designed to help the listener understand it in the shortest possible amount of time. Elevator pitches typically include:
- Who the product or service is designed to help
- What the product or service does
- Why it’s needed to solve the problem
- How it solves the problem
From there, the details vary based on what the pitch is described. For people, elevator pitches typically focus on skills and how the person can help someone else (usually a business) accomplish a goal. For a product or service, it’s designed to address some need and convince people that buying it is ultimately a good investment.
The name comes from the idea that it should be possible to deliver the pitch in the length of an average elevator ride, which is between fifteen seconds and two minutes (based on the height of the building).
How To Write An Elevator Pitch With Elevator Speech Examples
Absolutely! Today, more than ever before, people are good investment many traditional forms of advertisements. It’s hard to get their attention in the first place, so once you have it, it’s best to convey the main points of your idea as quickly as possible.
Elevator pitches aren’t limited to physically standing in an elevator with someone, either. The concept can be applied to any form of advertising, from selling yourself as a potential employee to pitching ideas to your boss or marketing to consumers.
It all comes down to this: Elevator pitches tell someone why they should care. Once people start caring, they’ll start paying real attention. If you can’t get them to care, then it doesn’t matter how good your product is or how much it could help them. You don’t want to lose their interest, so the faster you can convey your main points, the better.
Creating The Elevator Pitch
There are two steps to writing an elevator pitch. The first is figuring out what information you need to include, while the second is putting those together in the most compelling way.
The Contents Of Your Pitch
We briefly described this above, but let’s go into more detail on this. Six features should be included in every elevator pitch.
- What Is Your Product Or Service? Don’t go into too much detail on this point – all you need to do is explain what it is. Other information can usually be conveyed through the next piece of information.
- Who Is Your Market? This detail discusses who you’re trying to sell things to. You’ll probably want to state the industry and the overall size of the market. This guide can help you identify your market.
- What Is Your Revenue Model? Or, in other words, how is this going to make money? People, in general, are more receptive to ideas when you have a concrete, plausible way of making them profitable.
- Who Is Supporting The Idea? This could be anything from the company you work for to recommendations and awards. If you’ve already achieved success, people are more willing to give you a chance. Experience is a powerful tool for convincing people, so don’t underestimate it.
- Who Is Your Competition? Having competition is good in an elevator pitch. It suggests that other people think it’s worth doing, and the fact that someone would like to beat you at it can make people reconsider the merits of what you’re attempting.
- What Is Your Competitive Advantage? Finally, you’ll need to explain how you’re different from your competitors and why someone should support you instead of them. This can take a wide variety of forms, from the personal skills you have to your partners, technology, or distribution ability.
Shaping Your Pitch
Now that you know what should be in the pitch, let’s take a look at how to write it. Your pitch should have these four parts.
- The Hook: The first part (typically only one sentence) is your hook. This is either a question or a statement designed to get their interest so they’ll pay attention to the rest. In most cases, the hook should directly address your target audience or something they care about.
- The Body: Ideally, the pitch won’t exceed 60 seconds. It can be up to two minutes, but it really shouldn’t be. This is normally 150-225 words.
- The Passion: Your body should have some energy to it. As a marketer, people should believe you love whatever you’re selling – even if it’s yourself and your skills instead of something more distinct.
- The Request: Finally, the end of your pitch should have a prompt for the listener to take action. This can take a wide variety of forms, from getting a business card to scheduling a longer meeting or getting a referral to see someone else. Like the hook, this should be tailored to your audience. The more you know about them, the more accurate your request can be.
Example Of An Elevator Pitch
“I know your company is looking for a better office space so you can keep growing, and I can help you find it. I’m John Doe, a realtor with Generic Realtors of America, and we specialize in finding real estate that will meet your company’s needs for at least 20 years.”
“Over the last ten years, I’ve helped hundreds of other companies find the most advantageous places to operate, and over 95% of them are still there. I took a look at your existing offices, and in your situation, I think a larger office area and a more open floor plan will be the keys to your success.”
“You employ a lot of millennials, but with your existing cubicle setup, it’s harder for them to collaborate in the way that works best for their generation. If you open things up, you’ll be able to significantly boost worker productivity and morale.”
“If you’re interested, I’d like to set up a meeting where we can discuss your options. I can show you a few examples of locations that fit your budget and will provide a solid return on your investment. May I have your business card so I can arrange that with your secretary?”
Analyzing The Elevator Pitch
Our sample pitch is right around 200 words, making it right in the middle of the ideal length for a pitch. You also saw how it was targeted to the listener, discusses a problem they’re having, and provides some information on how it’s going to help them.
Missing – at first glance – is the part about revenue. In this case, that was covered by John Doe explaining he’s a realtor. We all know that realtors get paid as part of the transaction for getting real estate, so the pitch didn’t need to provide any additional information on that subject.
Mistakes To Avoid Making in Elevator Pitch
You now know how to make a good elevator pitch, but before you go, there’s one more thing to cover – the common mistakes.
- Speaking Too Quickly: Yes, elevator pitches need to be delivered quickly – but don’t talk so fast people can’t understand you or think you’re desperate to finish.
- Using Jargon: Avoid excessively technical terms. Your elevator pitch should be easy for anyone to understand.
- Lacking Focus: You are selling something. Don’t talk about other issues.
- Not Practicing: You should have your pitch memorized so you can deliver it with the appropriate energy anytime you have the opportunity. Practice it over and over to be sure you get it right.
- Being Impersonal: Even if you’re not talking in person, your target should feel like you’re trying to create a personal impression with them. You should have an approachable, conversational style – not a robotic monologue.
- Not Having Something To Give Them: You should always have something to give your target audience. In-person, this is usually a business card. Online, it could be a free ebook or downloadable guide.
- Not Using It: Elevator pitches are worthless if you never go out and use them. It’s okay if your first few pitches don’t work out – keep at it and work to improve.
All of these mistakes are fairly common when you’re first starting out, but don’t worry. As you keep delivering elevator pitches, it will be easier and easier to target your audience, smoothly deliver the information, and ultimately reach your full potential as a marketer.
It doesn’t matter if you’re actually in an elevator or selling something online – these principles will help you get someone’s attention and convince them to act.