How to Create a Killer Elevator Pitch That Gets Results
Understanding the Power of an Elevator Pitch
An elevator pitch is a brief, persuasive speech that you can use to spark interest in what you do or what you offer. The key here is that it needs to be short, engaging, and impactful—just like a quick chat you might have with someone in an elevator. Ideally, it should capture attention in about 30 to 60 seconds. But how do you create one that actually works? Let’s break it down step-by-step.
Keep It Simple and Focused
The first thing to remember when creating an elevator pitch is that it’s not about cramming in as many details as possible. Keep it simple. People’s attention spans are short, especially in a busy world where everyone is constantly distracted.
Start by identifying the core of what you’re offering. What problem are you solving? Who are you helping? And what makes you or your product stand out from the competition?
Focus on the "Why"
Your pitch should focus on the why behind what you're doing. People connect with the purpose behind a service or product far more than the technical details. Instead of listing features or explaining processes, tell a story. Keep it about the impact, not the product itself.
Ask yourself:
- Why is your work important?
- What change are you trying to bring?
- What results have you achieved or what could be achieved if someone uses your product or service?
If you start with "I help" and then explain the problem you're solving, it gives context to your pitch right away.
Structure Your Pitch
The easiest way to structure your pitch is to follow this simple formula:
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Who are you?
- Start with your name or your business name.
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What do you do?
- Briefly describe what you offer. Think of it as a condensed version of your value proposition.
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Who do you serve?
- Mention your target audience. Whether you help small businesses, tech startups, or individual clients, make it clear who benefits from your offering.
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How do you make a difference?
- State what makes you different or better than the competition. Highlight your unique value, not in an arrogant way but in a confident tone.
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What is the result?
- End your pitch by explaining what happens when someone works with you or uses your service. What’s the impact?
An Example:
Let's say you’re a fitness coach:
“I’m Sarah, a fitness coach who helps busy professionals stay healthy without spending hours at the gym. My approach combines quick home workouts with nutrition tips that actually fit into your lifestyle. In just six weeks, my clients feel stronger, more energetic, and see noticeable results, all while juggling their demanding schedules.”
Notice how clear, concise, and to the point it is. It introduces the problem (busy professionals), the solution (quick workouts and nutrition), and the benefit (feeling stronger and more energetic).
Make It Relatable
When you’re crafting your pitch, always keep in mind the person you’re talking to. The goal is to connect, not just inform. It’s important to make your pitch sound like a conversation, not a script.
Be Conversational
You don’t need to sound formal or robotic. It’s about striking a balance between professionalism and relatability. Keep your tone natural, like you’re explaining something to a friend who might not know much about your industry.
Skip the Jargon (Unless It’s Relevant)
Jargon can sometimes make you sound smart, but more often, it leaves your listener confused. If you're in a technical field, use just enough jargon to make it clear that you know what you're talking about, but always make sure the other person can follow along. Your pitch should be understandable to anyone, not just your peers.
Practice, But Don't Memorize
The elevator pitch should be a tool you can rely on, but it shouldn’t sound rehearsed. Practice it, yes, but don’t memorize it word for word. If it feels robotic, it will fail to connect with the listener. Instead, have a few key points in your mind that you can hit, but stay flexible in how you phrase them.
Practice in Different Situations
You never know when you’ll need your elevator pitch. Whether you’re at a networking event, on a Zoom call, or waiting in line at a coffee shop, be ready to explain what you do. Practice in a variety of scenarios to make it feel second nature.
Try to fit it into casual conversations. Don’t force it—let it happen naturally. The more relaxed you are, the more confident your pitch will sound.
Perfecting Your Pitch with Feedback
Once you’ve created your elevator pitch, test it. Share it with a friend, family member, or colleague and ask for their feedback. See if they can easily understand what you do and if they feel intrigued enough to ask for more details. If they don’t, it might mean that your pitch isn’t hitting the mark.
Adjust Based on Feedback
If they don’t get the main idea, simplify your language. If they’re not intrigued, try adding a hook to make the pitch more engaging. Be ready to tweak it as you get more feedback from different audiences.
Be Ready for the Follow-Up
A great elevator pitch doesn’t end with a pitch. It’s just the beginning of a conversation. Always be prepared with a follow-up question or a clear next step.
Keep It Open-Ended
After delivering your pitch, ask an open-ended question. Instead of waiting for the listener to ask, take control and guide the conversation in the direction you want. For example, “What challenges are you currently facing with your marketing efforts?” or “How do you stay on top of your health with such a busy schedule?”
This invites them to engage and opens up the opportunity for a deeper conversation.
Have Something to Offer
If the person seems interested, be ready to offer more details. Maybe it’s a website link, a free resource, or a meeting to discuss further. You don’t want to push it, but make it easy for the other person to get more information if they want to.
Keep Refining Your Pitch
An elevator pitch isn’t a one-time thing. As you grow, change, or pivot, your pitch needs to evolve. Keep refining it to ensure it always stays relevant to your audience and reflects any changes in your business or service.
Know When to Adapt
Different situations call for different pitches. You might need a more casual one for networking events or a more formal version for potential investors. Having a few versions of your pitch ready will make you more adaptable to different situations.
Conclusion
Creating an elevator pitch that gets results is all about clarity and connection. If you focus on explaining what you do in a way that makes sense to your listener, you'll be able to grab their attention and spark interest. Keep it simple, practice, and refine as you go. Before you know it, your pitch will feel natural, and you’ll be ready to impress anyone, anywhere.