How to Craft the Perfect Elevator Pitch

An elevator pitch is a short, persuasive speech used to drum up interest in a business venture or company. The idea is that you deliver the pitch quickly—in about the amount of time you would spend in an elevator ride. An effective elevator pitch should be a brief call to action that doesn’t last more than 20 to 30 seconds.

A common misconception about an elevator speech is that it’s sole purpose is to sell a new product. In fact, elevator pitches can be used for all sorts of business ventures or ideas. You can even use an elevator pitch to sell yourself to a recruiter or hiring manager. The important thing is that you know what you’re selling and that you speak passionately about it.

Elevator pitches serve all sorts of purposes, but the basic ingredients are the same. Here are some tips for creating your own elevator pitch:

1. 1. Have a clear objective. The first step to crafting your own elevator pitch is to have a clear and simple goal for the pitch. If you’re trying to sell a product and explain your new small business venture and include your own biography, chances are you’ll end up with a muddled and ineffective pitch. The perfect elevator pitch has a limited scope and is crafted around a single venture or business.
2. 2. Provide a brief setup. Once you’ve decided what you’re pitching, decide the best way to lay out a quick explanation of what it is. If you’re selling a product, explain the problem it solves and how it functions. If you’re selling yourself, give a few bullet points about your skills and experience. A good elevator pitch provides key points upfront that help orient the person you’re pitching to and lay the groundwork for a sale.
3. 3. Talk about your unique selling proposition. Whether you’re selling yourself or a new product, it’s imperative that you highlight what separates you or your product from the pack. The first part of an elevator pitch is spent answering the question “Who are you?” while the second part demonstrates what makes you stand out.
4. 4. Make your pitch versatile. Your elevator pitch should be usable in any location. You never know where you might run into potential employers or interested investors. You should be able to pitch at a networking event, career fair or, of course, an actual elevator. An elevator pitch is a verbal business card that showcases who you are and what you do in a simple and versatile way.
5. 5. Be engaging. Rather than just reciting your work experience and current job title with a few industry buzzwords thrown in, tap into what makes you passionate about your work and showcase that in your delivery. It’s important to summon your communication skills and demonstrate to the person you are pitching to that you are motivated and invested. If you’re pitching a new small business, the investor you are pitching to should be left thinking about how incredibly passionate and interested you are in your new venture.
6. 6. Realize that practice makes perfect. You have a limited amount of time to deliver an elevator pitch, but you have all the time in the world to perfect it. Before you ever give an elevator pitch out in the real world, you should spend ample time honing your message and practicing your delivery at home. This way you’ll have a well-rehearsed and polished pitch that you won’t be speaking aloud for the first time when you meet a potential employer.
7. 7. Follow up after the pitch. An elevator pitch is all about making a great first impression, but your job doesn’t end there. Sometimes you may not be able to provide your contact information to the person you are pitching. In that case, it may be worth tracking down their information so you can follow up.

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