What is an Elevator Pitch?Elevator pitch, n. (American) – A short answer to a question you might be asked in an elevator. Should be no longer than 30 seconds.
Why is it so important?• A “reality check” to ensure that team members see the business the same way.• To ensure that the team members spread a unified consistent message• A key practice to spread excitement, gain support and engagement and to get something from someone• Key difference between success and failure.• An important Change Management deliverable for every business unit.
What is the outcome?• A series of simple ‘speeches”, that evolves over time, that engage and lead to actions• Speeches are being given to your customers, peers and staff … and they are all slightly different• A key communication tool• Output may change by stakeholder (staff, customer, investor, supplier) – one size does not fit all
Stages in writing• Gather information• Organize• Write• Rewrite
Four questions in organizing• What is my subject?• What am I trying to say about it?• How will I say it?• Have I said it well enough?
What is my subject?Collect information • Make notes • Soak up information like a sponge • Think of interesting angles while you are gathering information • Write a formal report
What am I trying to say?Discuss the subject with someone • Tell him/her a story • Explain what happened • Give only the information the listener needs to understand
The elevator pitch• Imagine you are in a lift with Bill Gates – What would you tell him about your business? – What is the most important thing to say? – You have 1 minute!• Used with investors
Nine Cs of effective elevator pitches Concise As few words as possible, but no fewer Clear Your grandparents can understand it Compelling Explains the problem Credible Explains how you solved the problem Conceptual Not unnecessary detail Concrete Specific and tangible Customized Addresses audience’s interests Consistent Same basic message Conversational Not complete, but aims to interest audience in more info
How will I say it?Four ways to start • Write a summary sentence • Write some possible leads • Write an ending • Write without notes
How will I say it?• Make a short list of 7-8 categories your information falls into categories, like for example: Service, Product, Production, Intervention, Results, Solution• Label your notes with these categories• Sort the notes according to category• Sort the categories into a logical order
Have you said it well enough?Reread what you have written • Is it in the right order? • Is it interesting? Does it grab the reader’s attention? • Does it say anything new or useful?
The elevator speech shoppinglistWhat do you cover in your elevator pitch? "Heres what our services are about…” "Heres why we do it…” "Heres what success will look like …” "Heres what we need from you…” "Heres what you can count on from me …”
Keep in mindPull one compelling sentence out of each of your four key messages. Put them in order – top to bottom – to create your elevator speech.Test: Can you image yourself standing in front of an audience saying the elevator pitch?Are you ready with facts/stories/examples to explain any individual sentence if they ask for more info? If so you have the technique down!
Have you said it well enough?Ask someone else to read it – Ask them to be critical of the structure, organization, logical flow – Ask them if the piece is interesting, easy to read – Ask them what they learned after reading