A networking event, job interview, or chance meeting with a potential client – these are places where an elevator pitch can come in handy.
We live in a world where the attention span doesn’t often exceed 10 seconds, and in this context, a great elevator pitch can be a life changer. Hence, today’s article.
We’ll explore this fascinating phenomenon called an elevator pitch and arm you with the tools to craft a pitch that will be a winner.
Elevator Pitch: the Basics
First, let’s make sure that we’re on the same page about what an elevator pitch is.
An elevator pitch is a concise, persuasive speech that summarizes your idea, product, or skills in the time it takes for an elevator ride—typically about 30–60 seconds.
It’s basically a very short and condensed presentation.
The term comes from business settings where an aspiring professional might find themselves in an elevator with someone influential, such as an investor or executive, and have just seconds to make an impactful introduction.
According to Forbes Magazine, the term became popular as startups began crafting short pitches to secure venture capital.
What’s the elevator pitch objective? Grab attention, communicate value, and spark interest—leaving a lasting impression that prompts further conversation.
Let’s remember that, as that’s the key to creating a great pitch.
Tips for the Best Elevator Pitch
1. Start With a Hook
You have very little time, so grab attention from the first sentence. Use a question, bold statement, or a personal anecdote to stand out.
A spectacular example is Mathew McConaughy’s 60-second pitch on Jimmy Fallon’s show where he ‘sells’ his Tequila brand to the audience. Check it out and pay attention to how he starts the pitch with a catchy personal story and then smoothly transitions to the object of his pitch.
2. Focus on Value
Explain not just what you do, but how it solves a problem or creates opportunities for others.
Structure:
- Identify the problem: What’s missing or inefficient?
- Present your solution: How do you address that need?
- Highlight the impact: What value do you bring?
Check out this elevator pitch from the Emily in Paris TV show. Emily pitches her services to a prominent hotel owner. She starts by saying what his hotel lacks and needs, offers a solution, and finishes by handing her card to the businessman. Perfect structure.
3. Keep It Simple and Concise
You only have 30–60 seconds, so avoid overwhelming your audience with too much detail.
Here’s a good example. This pitch is a part of the GoDaddy Elevator Pitch contest. Small business owners have 24 seconds to make their pitch and persuade potential investors. The winner gets the funding. Check out how the contestant is able to include all the critical information in less than half a minute.
4. Tailor Your Pitch
Customize your pitch depending on who you’re speaking to. For example, investors care about profitability, whereas hiring managers are looking for specific skills. Tailor your pitch to give them what they need.
Watch this effective and customized elevator pitch made by a contestant of the Business Plan Elevator Pitch Competition (University of Dayton, Ohio). The pitch sells the idea of heated seats at the football stadium and targets potential investors. It is very effective not least because of great humor, which can be a very powerful tool you may want to use, too.
5. Show Confidence
You don’t have time to slowly win your audience over; you need to be fast. Confidence is attractive and compelling. It makes your audience trust you.
If you feel insecure and terrified because, for example, your career is on the line, just… fake it. Your posture and body language should not show your panic.
In this pitch from the Elevator Pitch Competition at the University of Dayton (Ohio), the contestant pitches the idea of providing college students with everyday necessities and offers a subscription-based model. In spite of the young age and stressful environment, he exudes confidence and enthusiasm, and that makes him more persuasive.
6. End With a Call to Action
A great elevator pitch ends with an invitation for further engagement. It can be, for example, a business card or a copy of a business proposal.
Here, an aspiring writer and film director pitches her new short film included in the Sydney Film Festival program. She finishes her elevator pitch with the screen inviting us to buy the tickets.
Final Thoughts
We’ll be honest. Creating an effective elevator pitch isn’t the easiest task. Including all the important points in 30 or 60 seconds can be challenging… but not impossible.
And it’s worth the effort. Use our tips, pitch with confidence, and you’ll get it right. Whether you’re pitching an idea, product, or yourself, a great elevator pitch can open doors to incredible opportunities.
And even if you are not sure that you’ll ever need to make an actual elevator pitch, our tips will help you create a succinct and very effective presentation.
If an elevator pitch is not your format and you prefer a classical presentation with slides, we have a couple of articles in our blog you can check out: an article about creating a pitch deck to attract investors and a more general one with practical tips for sales presentations.