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Tailoring an Effective Elevator Pitch
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Many prominent business writers state the sole purpose of crafting an elevator pitch is to start the conversation, NOT close a deal. This is an important distinction because if you go into the elevator pitch with the idea of sealing a deal, then you will, most likely, come across as desperate and too strong. According to Entrepreneur.com the best way to plan and tailor your elevator pitch is to be prepared. Here are their suggestions on how to draft your elevator pitch.
Describe yourself in five words or less. Explain what you do in one sentence. Define your target audience Communicate your vision Practice, practice, practice. Shrink your introduction even further so you can tell your story in 20 words or less.
The key element to Entrepreneur's elevator pitch strategy is conciseness. Be clear, concise, and straightforward. Chris O'Leary has crafted nine essential characteristics of an effective elevator pitch, they are:
1. Concise An effective elevator pitch contains as few words as possible, but no fewer.
2. Clear Rather than being filled with acronyms, MBA-speak, and ten-dollar words, an effective elevator pitch can be understood by your grandparents, your spouse, and your children.
3. Compelling An effective elevator pitch explains the problem your Solution solves.
4. Credible An effective elevator pitch explains why you are qualified to see the problem and to build your Solution.
5. Conceptual An effective elevator pitch stays at a fairly high level and does not go into too much unnecessary detail.
6. Concrete As much as is possible, an effective elevator pitch is also specific and tangible.
7. Customized An effective elevator pitch addresses the specific interests and concerns of the audience.
8. Consistent Every version of an effective elevator pitch conveys the same basic message.
9. Conversational Rather than being to close the deal, the goal of an elevator pitch is to just set the hook; to start a conversation, or dialogue, with the audience.
O'Leary is a strong advocate for a conversational pitch, the ability to engage the audience without closing a deal. The essentials? Be prepared, practice, and know how to describe yourself and your business in a concise and clear manner.
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