An elevator pitch is a short description designed to capture the listener’s attention and prompt a conversation. Almost anything can be the subject of an elevator pitch. They are called elevator pitches because the idea was that you would deliver your pitch in the time it took you to reach the next floor in an elevator. The most common guideline is 30 seconds.
Honestly, who is able to pin somebody down for 30 seconds? More importantly, who wants to listen for 30 seconds? 30 seconds is the length of a normal commercial. We buy digital recorders in order to skip the commercials.
I personally keep my pitches as short as possible while still being effective. 10-15 seconds is good. Shorter is best, as long as it is effective. A well done elevator pitch should catch the listeners interest and prompt them to ask for more information.
What do you cover in your pitch?
Introduce the big picture to start with. Your listener is uninterested in all the tiny details. Save those for after you get them warmed up.
How do you know your elevator pitch is effective?
Go to a networking event. Use your elevator pitch. Evaluate the response your elevator pitch is generating. Change as needed. It’s best if you are able to adapt on the fly.
Remember, practice before you go. Nothing is going to sink you faster than shoddy execution.
To Recap:
1) A short description of a product, service, company, etc.
2) 10-15 seconds is good, shorter is best.
3) Catch listener’s attention. Conversation starter.
4) Cover the big picture.
5) Practice, practice, practice.
6) Evaluate and change as needed.
