Every entrepreneur, sales person, policy-maker, and project manager knows the importance of having a well-written elevator speech. This elevator speech has two major components. First, this speech, also known as an elevator pitch, is a short summary used to describe a person, profession, product, service, organization, or event. Often, the second component is the most important part of the elevator speech since it discusses the monetary value or need relating to the topic. Over time, the elevator speech was refined to require no more than thirty seconds to two minutes for delivery.
Some people confuse the elevator speech with a sales pitch. A sales pitch has props (the product or item being sold) and can take up to 30 minutes to deliver. The elevator speech is all about using a brief amount of conversation time to deliver an interesting idea that will add value to the business of the person with whom you are speaking. It is in those few seconds that you want to get the person hooked on your idea so that you can continue the conversation, exchange business cards, or schedule a meeting.
- Keep it Simple.
Select each word carefully. Time with your thesaurus is critical for success in writing your elevator speech. Choose words that are well known. The elevator speech is not the time to try to wow the listener with big words. You want to write a speech that everyone with an eighth grade education or higher can understand. Realistically you are pitching to people who have a higher level of education but in this quick delivery, you may not have their full attention so you want something that they can listen to, understand, and get excited about without deep thought.
- Keep it Flexible.
Have three to five elevator speeches prepared. You may need one that speaks to the technical level of the project, idea, or product. This version is best delivered to people with a higher appreciation of technology. In my experience, you need the following types of speeches ready: 1) technical, 2) earnings/income potential related, 3) amount of time it will take to deliver on the concept or product, 4) who you need on the team to help make this idea a success, and finally, 5) what resources you need. Once you have delivered the speech and captured your targets attention, you need to be ready to speak with others who will be brought into the conversation and you need to seize their attention quickly.
- Have it written out so you can practice the delivery.
Use a 3 x 5 index card and have your speech typed out and ready for you to review and practice for delivery. You may be standing in line at a coffee shop and see a person that you want to walk up to and deliver your elevator speech. Having a 3 x 5 card with your speech written out lets you have a quick review and gets you prepared for your delivery. In addition, it is critical that you practice the delivery aloud.
- Grammar matters, but Flow is critical.
Grammar is important but our speech patterns can sometimes be different from what we write on paper. Do not focus on the comma or semicolon in writing out your elevator speech. Most importantly you need to make sure it is easy to say/recite and that you are completely comfortable sharing your idea. One additional idea is to have a friend or family member deliver your elevator speech. If they have trouble with the delivery, your flow is not yet right.