Listen up morons…is something our Kevin Maynard wants to say almost every time he has to talk to the CRA. He doesn’t because he figures it won’t go over well – but we got your attention with it didn’t we? That line – or one similar – is Kevin’s hook when delivering a 45 to 60 second elevator pitch in front of a large group.
A solid elevator pitch is essential. It needs to spark interest in your company, create awareness of a specific project or product and even act as self-promotion. And while it should always be memorable, succinct and interesting, the challenge is that the same pitch can’t be used in every situation. Sometimes you only have a few seconds to both grab someone’s attention and explain what you do. Other times you have 15 or 20 seconds to break the ice or up to 60 seconds to stand in front of a group without making their eyes glaze over.
The most effective way to craft the perfect elevator pitch for every situation is to create a modular one – one that can be expanded or contracted depending on how much time you have.
The hook (5 seconds)
In 5 to 7 seconds, you need to get your audience’s attention. Make a bold statement about yourself or your company. If the situation allows, be funny or ask a question.
Who you are and what you do. (5 seconds)
These are the basic details that everyone needs – include your name, company and what your company does. Be brief, but specific.
What makes you different? (10 seconds)
Chances are, you are not the only person to do what you do so distinguish yourself from your competitors and make that difference memorable.
Get specific (15 seconds)
Explain how you solved a problem for a customer or talk about a recent success. Don’t be a hero about it; be matter-of-fact because problem solving is all in your day’s work.
The ask (5 seconds)
Who would make a good referral? Be specific in terms of the type of company or role so that your audience can visualize who to connect you with.
When Kevin has just 5 to 7 seconds to make his pitch, he uses the “Who you are and what you do” section of the pitch because there simply isn’t time for anything else. It sounds like this:
I’m Kevin Maynard from Smart Foundations. I’m responsible for the Marketing section of the business and we help businesses grow.
It’s when Kevin has more time to talk to a group that he adds in the other modules as needed. And that’s where the hook about the CRA comes in.
Delivering a stellar elevator pitch is just as much about understanding who you’re delivering it to as it is about crafting it. By developing your pitch in modules, it’s easy to simply switch it up when you need.