Written by: Chane da Costa
For those of you who
don’t know what an elevator pitch is, let me just clarify a thing or two and
tell you what it’s not. An elevator pitch is NOT the conversation that
transpired between Jay-Z and Solange Knowles before she attacked him in the
elevator on 5 May 2014. An elevator pitch is not your life story, and it is
most definitely NOT a sales pitch for investors. An elevator pitch is a
carefully planned and well-practised description of yourself and what value you
have to offer. Elevator pitches are normally 60 seconds summaries of who you
are, what do you do and what value you have to offer.
I have come across many personal branding blogs that advise
you to go out there and use your elevator speech to build your network, but
when and where is it appropriate to use your elevator pitch?
1.
Job hunting – telephonic calls, personal CV hand
outs etc.
2.
Interviews – telephonic, face-to-face and Skype
interviews.
3.
Meeting anyone unexpectedly
4.
Conferences and industry expeditions
5.
Networking events
6.
Fundraising and charity events
7.
Business development programmes
As previously mentioned this blog will focus on a personal
pitch in regards to job hunting, as I believe if you can’t present yourself and
hook people’s attention, it may be impossible to sell a company, product or
service without sounding like an infomercial or a parrot that has memorised a
speech.
How to Write Your Personal Elevator Pitch
Important Aspects to Consider
1. Define your Preferred Market
There are many means and ways to create an
elevator pitch but if you do not start with the basics, you are wasting your
time. Defining your target market is deciding where you want to be, and how you
are going to get there. Remember nobody can help you, if you don’t know where
you want to be.
2. Mind Map your Importance
Create a mind map with all your skills,
accomplishments and work experience. Once you have completed the mind map, you
can now delete the irrelevant information that would not create an impression
in your elevator pitch. People, who have taken an interest in you, do not want
to hear your whole life story forced into 60 seconds. It would also be like attempting
to shove and elephant into a shoe box. It won’t work for the elephant nor will
it work for you.
3. Tailor to fit
Like any product or service a company sells,
the key to advertising them is not to shove all the wonderful features of the
product in a person’s face but to subtly note these features by emphasizing the
benefits of the product/service to the consumer. The same rule applies when
creating your elevator pitch. Your elevator should be about you, but also
emphasize, how you can benefit the person taking an interest in you.
4. KISS then ROL – Keep It Short and Simple
then Read it Out Loud
An elevator pitch should be short and simple,
no longer than 60 seconds long. It
should be similar to storytelling where it flows and is easy to say and
remember. It is essential to read your elevator pitch out loud to hear what you
sound like. Many people make the mistake of creating and rehearsing their
elevator pitch without hearing what they sound like. The embarrassment comes
when no one is really interested in what they have to say because they sound
like a parrot that is not really saying anything relevant. An elevator pitch is
also not a tool to shove your business cards in everyone’s face.
Your elevator pitch should in essence introduce yourself and
create interest in the opposing party. It should also assist in creating
conversation and establishing a prospective network. Try to avoid making your
elevator pitch longer than 60 seconds and asking to many questions. In today’s
day and age, building a network is not about introducing your and asking people
for their business cards. It’s about building mutually beneficial relationships
and networks with like-minded people.
And remember, words aren’t enough… so smile, keep eye
contact, talk steadily and be calm.
No comments:
Post a Comment