How to create your perfect elevator pitch
How well can you answer the question “What do you do?”
Your pitch is usually the first introduction to who you are and what you do, and it is the most important activity to engage others in your business.
You pitch in order to network, build report, gain new customers, create partnerships, attract investors and engage staff.
According to a Harvard study, it typically takes 8 positive subsequent encounters to change another person’s negative opinion of you. So always aim to make a good and clear first impression.
Making a good first impression can be difficult and I am sure we have all experienced these pitching pitfalls:
- Sounding needy
- Talking too much
- Not having practiced enough
- Not being specific about your niche
- Confusing people with jargon
- Not following a formula
- Not pitching until the pitch is perfect
A clear step-by-step elevator pitch formula
In his book Key Person of Influence, Daniel Priestly teaches us that your pitch should follow the Name, Same, Fame formula. This formula makes it easy for us to create the perfect elevator pitch.
What is your name, your position and your company name?
- Your name
- Your position
- Your company
E.g. I’m Jane Deer I’m the co-founder of Happy Backs.
Now you give this a go. Don’t over complicate it.
What/Who are you the same as?
What industry are you in? What is your niche?
Think of this as if you were putting an advertisement in the Yellow Pages. What section would you be in?
E.g. I’m a physiotherapist.
What makes you different?
Now that your listener has a clear understanding of who you are, what your business is, and what industry to categorise you in, you can explain what makes you different.
This will be different for everybody. So talk about: How are you unique? What is your speciality? What results do you achieve?
E.g. I work with pregnant women in their 2nd and 3rd trimester effectively treating backache and leg pain that occurs later in pregnancy.
Remember that this is the last part of your pitch not the first.
Now you have a go, write down your Name, Same, Fame.
Are you on track?
- Is your pitch very clear?
- Is your “Same” in plain language?
- Is it in ‘layman terms’?
- Is your Fame different and differentiated?
- Does your pitch invite engagement and questions?
It takes time to formulate your pitch and it will change often depending who you are talking to. The best way to test this is to pitch to someone else and ask them to give you feedback against the above check list.
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