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PERFECTING
YOUR
ELEVATOR
PITCH
By Emily Cogburn
Have you ever met someone at a
conference or networking event?
Did an interviewer ever say, “Tell me
about yourself?” Have you introduced
yourself at the beginning of a speech
in front of a group of investors or
potential clients? Has anyone asked
you, “What do you do?” If so, you
need an elevator speech.
Marketing and business experts defi ne
elevator pitches or speeches in diff erent
ways, but most agree that an elevator
pitch could be as short as 10 seconds
or as long as 60 seconds. Usually, it is
a very concise introduction to yourself,
your new business, or your already
established company.
Th e content of your pitch might vary
depending on whether you are using
it to pursue a job, sell a product, or
grow your business, but no matter
the purpose, it should be attention-
grabbing. Studies show that people
form impressions of others within
seven seconds of meeting them.
Th e clock is ticking, so if you want
someone’s attention, you have to grab
it quickly.
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With only a few seconds to catch
or lose your audience, getting your
information out there up front is key.
But that doesn’t mean piling on all the
facts you can into a few quickly spoken
sentences. Instead, think carefully
about what information you should
highlight. What facts about you are
likely to immediately engage someone?
And once you draw them in, how can
you keep their attention for a few more
seconds?
Th e best pitches refl ect your
personality. Trying to copy someone
else’s pitch won’t work as well as
crafting one that fi ts who you are and
what you do. Once you have the basics,
practice switching it up, talking about
the same ideas in a slightly diff erent
way. Eventually, you’ll fi nd a pitch that
sounds like you. When you feel natural
and comfortable, your audience will
want to listen.
Whatever your focus, keep it positive.
If you’re seeking a new job with your
pitch, don’t mention why you’re leaving
the old one or failures that you or your
company have had.
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