Wait, what, selling? This word freaked me out. And then “they” changed it to your “elevator pitch”. Which in the end didn’t make having a pitch any easier. I recently dove into the task of writing mine because I needed my message to be clear.
If you strip away all your anxiety about selling, the only thing that’s left is what is the message you are communicating to others. And if we don’t do it intentionally then we do it subconsciously and then others (i.e. target audience) hear the wrong message.
How do we communicate the “right” message in a short time frame? Enter the overused word, sales pitch. Here’s how I created mine.
- Drop the factual stuff (temporarily). Where you live, where you’re from, are not relevant when you’ve got so little time to get your message across. I’m guessing where you live really has nothing to do with what you contribute in this world.
- Ease up on titles and awards (temporarily). Now, it may seem easy and impressive to say “I’m a graphic designer” or “award-winning photographer”. Really, does that matter when someone doesn’t know you yet. People don’t connect with you through titles and awards.
- What do you contribute in this world? It sounds lofty but your creation (whether it’s in the form of an idea or product/service) contributes something to someone. If it didn’t you would know because no one else would be doing it. Write it as a contribution, look at how it benefits others. Further, look at how you make this contribution in a unique way.
- Who are you contributing to? It’s not everyone (not everyone is buying your concept). Who is your target audience and speak of them in a way that you know them and connect with them. It may be easy to say I help entrepreneurs but really I help new ventures get through the first 3 grueling years. That’s more specific and it connects me to my target audience.
- What’s the result you provide them? When you contribute something, there’s ultimately a result. Is it improved health, money saved, etc.? Even if it inspires action, that’s a result. Define it further.
That’s a lot to get done in a 2 minute sales pitch! And that’s why once you’ve written out the first draft you will need to practice it. You can test it out on someone who gives you honest feedback or try it out loud in front of the mirror. Practice and refine it and adjust it when necessary will keep it updated as you make progress.
If you would like to map out your message regarding your contribution, you can use this free guide to go through the steps of making your message clear and relevant.