How To Write An Effective Elevator Pitch
Anyone that is in the workforce should have a developed elevator pitch. If you are looking for a new job or are entering the workforce, you definitely need to have one. For those that have never heard the term before, it is a short, succinct statement that explains a person’s knowledge, experience and skills, the person’s goals and why these are of value. It is called an elevator pitch or elevator speech because it is supposed to be brief enough that it can be relayed during a short elevator ride, about 30 seconds.
So why is it important for a job seeker to have one? When you are in a job search, you will be going on interviews and also should be networking. One of the first questions you are going to be asked is, “Tell me about yourself.” This often stumps people. I have seen people give me a 10-minute biography of their life, and I have had people ask me, “What do you want to know?” Both of these are bad responses. With a well-developed elevator pitch, you can quickly let the interviewer learn information about you that will be 1) important to developing a positive first impression, 2) that will intrigue the person to want to learn more, and 3) help the person understand the value that you can provide. At a networking event or any get-together where you will meet new people, you can quickly convey what makes you unique and how you provide value.
So how do you come up with an elevator pitch?
This is way easier said than done. It is going to take a lot of thought and editing to come up with the right thing to say. You may even have different elevator pitches for different situations. Here are some things to think about when developing your elevator pitch:
Who is your audience?
It is important to know who will be the recipient of your elevator pitch. If it is an interviewer, your message may be slightly different than if you are meeting with peers at an industry event. Think about what is in it for them. What would they want to learn about you? What will they find interesting? Often it is good to start with the end in mind.
What are your accomplishments?
What you have accomplished, your results, are an indicator of what you can do. What are the accomplishments that you want to highlight? What accomplishments are relevant to your audience? This is not the place to provide a running list, only the ones that will intrigue the listener or are relatable. Say no more than two.
What is your purpose?
People often struggle with this, but if you know your purpose, your elevator pitch is more compelling because people can feel your passion — by not only what you say but also how you say it. If you are struggling with your purpose, think about all the things that give you joy, and you can find the time, no matter how busy, to do. Passion can be either in the personal or professional realm, but for your elevator speech, try to connect it to something work-related. As an example, if you have a passion for personal finance, then that can relate to your work as an insurance broker.
What makes you unique?
This is also one that many people struggle with. I often hear the statement, “I am not unique.” Well, there are 7.8 billion people on the planet, and we are all unique. We are all a unique combination of characteristics. If you work in a call center with 80 other people, each will have some skills combination that gives them an advantage. Perhaps you are adept at problem-solving. Or you are a good listener. Or you can de-escalate tense situations. Whatever it is, showcase it.
Important things to remember
You may hear hundreds or thousands of elevator pitches in your lifetime. Some will resonate with you more than others. The best elevator pitches have these things in common.
Elevator pitches are powerful when they convey a story
Our minds remember stories best. If you want your elevator pitch to be memorable, instead of just making statements, craft a compelling story.
Tell, don’t sell
No one likes to hear a sales pitch disguised as an elevator pitch. Tell the most important parts of your story and let the listener follow up with questions. Your elevator pitch is an opportunity to grab the person’s attention, not beat them over the head with a sales pitch.
Practice it so that you can easily recite it all
Your elevator pitch should just roll off your tongue. You should not have to think about the words. You need to practice it until you can say it naturally and with total conviction.
It is not a true speech, it is a conversation
While it might be called an elevator speech, it is not a true speech. It is an opener for a conversation. Do not talk at your audience, talk with your audience.
Don’t use overused, cliche words. Be genuine.
Using overused words or cliches will not grab the interest of the listener. Don’t say you are a people person; say that you develop strong relationships by taking an interest in others. Don’t say you are a strong communicator; say you are recognized for your thoughtful writing and keen listening skills.
Important to remember you must deliver with confidence
No one will believe what you say if you don’t. You have to believe in the words you are saying with your whole heart. If you can’t, you need to rewrite your elevator pitch until you can.
Deliver it with energy and enthusiasm
You want people to take notice of what you are saying, right? Well, your delivery is as important as your words. While you must have confidence, a delivery that also has energy and enthusiasm behind it will be contagious. Smile when you deliver your speech. Look the listener in the eye when you say it. And put “oomph” in your words. That is how you get people to take notice.
Elevator pitch examples
If you ever have conducted interviews, you may have heard an elevator pitch similar to this one.
I have 10 years of experience in human resources and am currently an HR Director. I have been responsible for compensation, benefits, employee relations, talent acquisition, and retention. I have worked in the hospitality, retail and banking industries. I am results-oriented and pleasant to work with.
That will definitely put your interviewer to sleep. The interviewer could probably have gotten the same information by just reading your resume. It tells a bit about your work, but it doesn’t really tell much about you. Here is another example that the listener will find more intriguing.
As the HR Director for a Fortune 200 company, I like a tough challenge. I have successfully increased employee engagement and integrated staff at two acquired companies. Employee engagement scores have increased by 10% during my tenure and turnover has declined by 8%. I accomplished this by focusing on department transparency, increased communications at all levels and establishing focus groups to better understand staff needs and concerns. I am both a trusted advisor to leadership and an advocate for employees.
The formula here is what you presently do→an attribute or two→accomplishments→the “how” to the accomplishment→what makes me unique.
If you are at a networking event, you may want to approach your elevator pitch a bit differently. You need to first introduce yourself, as the person you are speaking with will not know who you are. Even if you are introduced, start your elevator pitch with this.
“Hello, I am Shelley Piedmont. It is very nice to meet you.”
Then you want to give a brief overview of your work. Depending on the type of event, your elevator pitch may be casual or formal.
I am a career coach. I help job seekers find careers they are passionate about as well as provide job search tools to help them stand out from the pack, like writing resumes, optimizing LinkedIn profiles and enhancing interviewing skills. I used to do recruiting for Fortune 500 companies. Unfortunately, I saw too many job seekers that were at a disadvantage because they did not have a clear idea of what they wanted to do or poorly marketed themselves. I help my clients to understand their unique skills and knowledge and how employers can benefit from them.
My networking elevator pitch often leads to a conversation about the other person’s work and how s/he feels about it or their job search experience.
If you are a recent college graduate, your networking pitch might look like this.
Hello. I am Jason Mitchell. It is nice to meet you. I am a recent graduate of American University where I majored in Political Science with a 3.8 GPA. I know that many people hear the word “politics” and think of polarization and dissension. I don’t think politics has to be a dirty word. I completed two internships overseas, one with our consulate and one with an NGO, where I worked on water sanitation and cyber security projects. I just returned to the US after two months in Peru, Argentina, and Brazil, where I was able to increase my fluency in Spanish and Portuguese. I currently volunteer my time teaching 4th and 5th graders about civics.
If you are an early to mid-career professional, your elevator speech might be more like this.
Hello. I am Lisa Yong. Glad to meet you. My field is marketing analytics. I love delving into data to look at marketing effectiveness. It is fun to tell the story of the numbers. I am currently with a major marketing research company. I recently worked on a project with a major consumer packaged goods company that found the demographics of their purchasers had significantly shifted. This resulted in several million dollars in savings with a shift in advertising methods. I am looking to move into a corporate role leading a marketing analytics team.
So what do you need to do this month? Whether you are currently looking for a new position or just want to be prepared for any networking opportunity, write a new elevator pitch. Write it in one sitting and put it away. Take it out a few days later and rewrite it, tightening it up and taking away words that do not provide value. Put it away again and come back a few days later and re-read it. If you like it, use your phone to video your delivery. If you still like it practice with a partner. Get feedback on the content and delivery. Once you are comfortable and confident with what you have to say, now go out and use it.