In a society where everyone is constantly on the run, time is valued more than ever. As a brand you only have a few seconds to gain the attention of your potential customers, and as a business owner or employee you’re granted the privilege of having roughly 20 seconds to ‘wow’ your audience. It is imperative that you make the most of this time and clearly represent your brand, and what it has to offer.
To begin, find a common reference point. There is no need to reinvent the wheel. As unique as your brand may be, there is likely already something similar out there. Find that reference point and then begin familiarising your audience with your specific brand and how they may already be familiar with what you’re offering.
Next, quickly and clearly highlight how your product is different from what they are familiar with, and explain the added benefits that you’re offering. If you saw a gap within the market that your brand is filling, with a strong explanation your audience will be able to see it too.
Following the deliverance of the facts on what exactly is different about your brand, you need to explain why these differences are important. How does it benefit the end user? What is the advantage to them? How can it improve their life? Why do they need it?
Another important component to mastering your elevator pitch is to speak simply. These 20 seconds are not an opportunity to spit out big words and industry jargon- As Albert Einstein said “If you can’t explain it simply, you don’t understand it well enough.” Understand your brand thoroughly so you can explain it simply.
You won’t get it right the first time, the second time or even the third time. The delicate elevator pitch is an ever evolving process that takes time and practice to perfect. Over time, you’ll learn how to best pitch to different audiences, ages and industries. Be patient and most importantly be perceptive, notice what your audiences respond best to and work from there. If you’re still nervous to get out there, your family, friends, and even children are great sources to practice your pitch with.
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