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An elevator pitch is a short, compelling introduction to who you are, what value you offer and why it is vital. It is often called an elevator pitch because it must be short enough to be presented inside the time constraints of one elevator ride, normally 30 to 60 seconds.
While elevator pitches are often associated with entrepreneurship and selling ideas or products, they have a big selection of uses. Whether you’re networking, conducting interviews, meeting with prospects, presenting at a conference—anytime it is advisable to make a quick impression—having your account locked and loaded gives you an advantage.
The purpose of an elevator pitch is to not sell your product or service, but to get the other party interested in continuing the conversation.
“SHORE” structure
Initially developed for my private coaching/consulting clients, the SHORE Method is a sure-fire solution to create an eye-catching presentation and make a lasting impression.
Let’s look at each component of the framework and see how you should use them to create a presentation that will appeal to your audience and compel them to take motion.
S — Solution
The first step is to obviously define the solution you’re providing and the advantages it offers to your target market. Ask yourself, “What problem, challenge, or goal am I solving for my customers?” People listen to things that directly affect them, so it’s crucial to concisely define the specific struggles or desires you’re helping to handle.
Instead of focusing on the features of your product/service, highlight the advantages and bring to life your customer’s reality once they connect with you. While features and advantages could seem interchangeable, there is a key difference: a feature is an essential function of the goods or services being offered, while a profit is how the feature can improve a customer’s life.
H – Help
Once you’ve got clearly defined the solution and the advantages you are providing, the next step is to define WHO you are helping and the way you’re uniquely helping them. This is where you define your target market and ideal customer avatar, ensuring your message reaches the individuals who need to listen to it most.
When crafting your elevator pitch for your target market, it’s vital to be as specific as possible. Instead of attempting to appeal to everyone, focus on a specific area of interest (or market segment) that is probably to learn from your solution. By narrowing your focus, you may tailor your message to one that is more more likely to resonate.
Oh – OPPORTUNITY
You want to focus on the potential outcomes, possibilities, and opportunities that come from engaging with your solution. Focus on the transformational potential of your solution. Paint a picture of what success looks like for your ideal customer and how your solution will help them achieve it.
Go beyond simply solving a problem or addressing a challenge; as a substitute, emphasize how your solution can open doors, create latest opportunities, and help customers achieve their goals. Create a powerful and inspiring vision of the opportunity ahead, motivating your prospect to take motion and seize the opportunity.
R – Relativism
People buy from people they know, like and trust, and we are likely to like individuals who are just like us. Establishing relatability is key to creating a strong connection with your audience and building trust.
You can draw on many elements of connection, similar to shared group affiliations, life stages, professions/roles, shared obstacles, random shared favorite things (e.g. you each wear red shirts)… the list goes on.
Look for ways to focus on similarities and shared experiences with potential customers. People connect with individuals who are perceived as just like themselves and are more more likely to trust them. The goal is to create a true connection with your audience by showing your shared experiences, values, and understanding of their world, so you will be higher equipped to build trust and sympathy that will ultimately encourage them to take motion.
E – Get involved
Once you’ve got captured your audience’s interest, it’s crucial to obviously define your next steps to proceed the conversation. Many people focus so much on pitching themselves or their product that they neglect to incorporate a clear call to motion (CTA), leaving potential opportunities on the table.
Your call to motion must be specific and actionable, and make it easy for your audience to take the next step. Consider how they will contact you or how you may contact them. Be careful not to supply too many options because a confused mind may not know what to do next and find yourself doing nothing. Instead, focus on giving your prospect one or two clear, direct ways to proceed interacting with you.
Additional suggestions
- Start with a Strong Hook: Start with an attention-grabbing statement or query that piques your audience’s interest. This might be a unique fact, a surprising statistic, or a personal anecdote that sets you apart. For example, I often say, “My name is Wendy Shore—it rhymes with entrepreneur!” This often gets a chuckle and helps me stand out.
- Make it conversational: The best pitches don’t feel like a pitch; they feel like natural, engaging conversations. Avoid sounding overly rehearsed or salesy by using a friendly, conversational tone. Imagine you’re just having a conversation and focus on building an authentic relationship.
- Practice, practice, practice: Delivering a compelling message takes practice. Like a comedian perfecting his timing and delivery of a punchline, you’ll be wanting to practice your performance until it feels natural and effortless. The more you practice, the more confident and refined your statements might be.
- Be flexible: Listen actively and tailor your presentation to the specific needs, challenges or interests of the person you are talking to. It’s perfectly superb to have greater than one elevator pitch in your arsenal that is tailored to your offer or audience.
- Keep it concise: Remember that your elevator pitch is meant to be short and sweet. Keep your presentation shorter than 60 seconds, focusing on the most significant information. If you pique your audience’s interest, they’ll naturally need to learn more.
By combining SHORE presentation principles with these additional suggestions, you will be well on your solution to creating a memorable, engaging introduction that opens doors and results in opportunities.