The perfect elevator speech is a memorable first impression that effectively communicates a unique selling proposition. It does all of this in 30 seconds or less. So how do you craft such a brief speech that sells yourself or your business in the best way possible? You practice, you get specific, and you aim for authenticity.
1. Time
An elevator pitch is meant to last the length of time you would ride in an elevator with another person. The idea is you only briefly have their attention, and you’re trying to capture it as quickly as you can. Some people may suggest that this speech can be up to two minutes long. However, you’re much better off if you can get this down to 30 seconds or less.
You’ll have an easier time remembering what you want to say if your pitch is only 30 seconds. You’ll also have an easier time capturing someone’s attention and keeping it in that short of a timeframe. Remember that you don’t need to give them every detail. You’re trying to start something and get them asking for more.
2. Know What You’re Selling
If you’re going to a job interview, your speech is meant to talk yourself up as a great future employee for the company. If you’re networking for yourself as a contractor then you’re talking up your work and services. Alternatively, you may be introducing your business or a specific product.
Get very clear on what it is that you’re talking about. You don’t want your brief speech to meander into multiple points. Know what you’re selling, introduce it, and make sure every sentence branches out naturally from there.
3. Be Specific
Once you’re clear on what it is you’re talking about, get even more specific about what you want people to know. Try to paint a simple photograph in your mind of what it is you want them to see.
For example, you could be an interior designer. You want them to picture you standing in their newly redesigned office. You’ve just created a custom organization system and seamlessly built it in with their chosen aesthetic. Now, you can write your elevator speech in a way that hopefully paints that picture in their mind.
4. Aim for Authenticity
Authenticity can require a little bit of vulnerability on your part. Take a moment to think about what you feel is true to your own passion. If you can tap into that, you can show why you are committed to what you’re saying.
If you sound invested and honest, people will pick up on that. And that is engaging, interesting, and memorable. At the end of the day, that’s what you most want your elevator pitch to be.
5. Customize It
Once you have a rough draft of a brief and specific elevator pitch you can use it anywhere. However, different audiences have different priorities. When you’re at a networking event, you can tailor your speech to focus on the mission of your startup. Maybe that’s the goal at this event.
You may then go to an event where the goal of your elevator pitch is to talk more about your experience. You can use parts of your previous pitch but edit it to speak more to this audience. Before every event, ask yourself what the goal of your elevator pitch is and see if you should make adjustments.
6. Practice
If you want to learn how to give the perfect elevator speech, you’re going to have to practice. You can do this on your own in front of a mirror or record it on your phone. You can also practice with family, friends, and colleagues and get feedback.
Eventually, you’ll have to practice by giving the speech to your intended audience. Keep in mind that every time you do this it is a learning experience. What was effective and what felt off? Edit your speech and for next time.
7. Simple Words
Technical terms may sound impressive or, with the wrong person, sound overly complicated and confusing. In a thirty-second speech, you don’t want to risk your audience wondering what that word even meant. They’ll miss your next sentence! Keep your word choice and your sentences as simple as possible.
8. Follow Up
Your elevator pitch gave you a brief opportunity to make a memorable first impression. Now, you need to follow up with them to take that conversation further. This is where exchanging contact information or business cards can be useful. Understandably, this doesn’t always happen. After your first chat, write down what your next step will be for a follow-up.
This may be finding them later at a conference you’ll both be attending, sending an email, or even a social media invite. Whatever the case, make a note of your plan and really follow up from there. This is how you turn an elevator pitch into a lasting networking opportunity.
BONUS: 6 Steps to Actually Writing a Draft Elevator Speech
Writing a draft will help you refine what you’re saying. Once you see it in front of you, you can get choosier about word choice. You can also move your sentences and parts around to get a better look at the puzzle. Whether you choose to write this down or not, below you’ll find an outline of how to craft your speech.
1. An Introduction
Your very first sentence should introduce the specific thing you’re talking about. You may need to write multiple drafts of an introduction sentence, and that’s okay. Find a unique detail about yourself or your business and write a brief introduction.
2. The Problems and Solutions
Write a sentence that explains the problems in the market and the solution you solve. What are the benefits you provide? Again, you want this sentence to be very specific.
If you’re struggling to describe the problem, try telling a friend about it. Have them ask questions. This will help you find the specificity you’re after.
3. Introduce Your Customer
In the same way you wrote an introduction sentence about yourself or the business, write a sentence about the customer. Who are your ideal customers? If you are interviewing for a job, the “customer” would be the companies you work for.
You may be able to introduce the customer in your problems and solutions sentences. You can add them to the story of the problem as a way of introducing them.
4. Unique Selling Proposition
What is it that makes you or your business unique amongst the competition? Focus on what you can say that distinguishes you from the rest.
5. Closing Sentence
This sentence has a lot of pressure put on it because it needs to be something catchy and provoking. You can think of this as your hook. You could even write this as a question. It needs to give them something to start thinking about as they walk away. The biggest issue here is that it needs to be memorable.
What do you want them to walk away thinking about? How can you try impressing that point upon them in a way that leaves the right impression?
6. Refine What You Have
Read what you’ve written out loud and try to hear it. See how the parts go together and make it as cohesive as possible. When you read this aloud does it sound natural? Try performing your elevator pitch for a friend.
Ideally, it will sound natural, make sense, and be conversational. If it’s not there yet, keep doing new drafts until you have something you feel comfortable saying to a friend. That will make it a lot easier to say it to a stranger when the time comes.
Like a business card, your beautifully-crafted elevator pitch will leave a memorable first impression on your audience. This is a marketing tool that takes time and effort to get right. When done absolutely perfectly, your speech will be another part of your overall marketing strategy. Contact LovelyPixels today to discuss how we can help you build a marketing strategy to reach your goals.
