Ah, the elevator pitch. We’ve heard a million of them, and we’ve undoubtedly listened to pitches that practically screamed, “I had to write this. I’m not very comfortable with it. I’ve said it too often, so just let me get it over with.”
The whole idea of the elevator pitch engenders anxiety. Some of us feel that we’re bragging, though in the era of Facebook this is perhaps less of a concern than it once was. Others of us are not sure we’re really capturing what we do accurately. And still others wonder if our listeners are tuning us out.
Gerry Corbett, a PR professional, coach, and consultant, has come up with 10 rules for creating a great elevator pitch, which he has posted on SlideShare.
Here they are, with a few of my editorial comments:
- Keep it to 30 seconds. The longer your pitch, the more likely your audience’s attention is to wander and the less likely your pitch will be focused and compelling.
- Be authentic. This is a high-class way to suggest that you don’t lie or embroider. (I think.)
- Base it on experience. Makes sense to me and, of course, it’s authentic.
- Show passion. Be enthusiastic, because that will help your audience pick up on how much you like what you do.
- Be creative. Rather than talking about how wonderful you are, find an interesting way to talk about what you do for customers or clients. Finding a creative way to talk about what you do will probably strike you in the shower or while you’re standing in line at Starbucks.
- Make it compelling. If you’ve followed the other rules, you pitch probably will be compelling.
- Employ active voice. Just like in writing, the active voice conveys energy and optimism.
- Use real examples. Yes! If you typically increase your customer’s profit margin by 30 percent, say so.
- The more you practice your pitch, the more comfortable you’ll sound and the more likely your audience will listen to what you have to say.
- Make it second nature. I interpret that as using your pitch whether you’re in a formal or relatively informal setting.
These tips, simple though they may seem, are valuable. But the most valuable part of Mr. Corbett’s presentation (at least to me) is his reminder that “you are what you say.”
Gerry Corbett says
Well done Susan!!! Thank you for the amplification and validation.
Susan Monroe says
Always a pleasure to pass along great ideas and advice, Gerry!