Conquer Your Fear Of Elevator Pitches

By John Fisher - Business for BreakfastJuly 2010

A Few Initial Thoughts

Have you ever sat through the round robins at a networking event with that glazed look in your eye? Everyone's 30-second pitches are becoming indistinguishable from all the others.

Why is it that so many elevator pitches go wrong? There are a few common mistakes that you can easily avoid and so stand head and shoulders above the competition

When it comes to the classic 60-second pitch, not everyone can get their marketing message across in a succinct and enticing way.

No1Too Much

InformationThe human brain can only take in a certain amount of information at any given time.

The problem is that we live in a world that is simply bursting at the seams with data, facts, statistics and trivia.

When you stand up for that all important 30 seconds, do your listeners a favour: just tell them 1 or 2 relevant facts about what you do.

No2Features Not

BenefitsJust talking about the features of your product or service, rather than the benefits, is a sure-fire way to losing your audience's attention.

Examples of this would be the following: 'Every staff member is fully qualified'; 'We provide branded merchandise'; 'I offer a range of treatments'.

Instead, translate these features into how the customer will benefit.

No3Little Voice

Are you too quiet, too monotone, or too fast in your speech? Having a voice that stands out is especially important if your pitch follows 30 others.

You are probably unable to judge this - so practise in front of someone who will give you constructive criticism.

Watching newsreaders or experts such as Barack Obama will help - listen to how they use pauses and 'punch' certain words. Now start mimicking them!