Have you ever sat through the round robins at a networking event with that glazed look in your eye? Everyone’s 60-second pitches are becoming indistinguishable from all the others.
Why is it that so many elevator pitches go wrong? There are a few common mistakes that you can easily avoid and so stand head and shoulders above the competition.
Too Much Information
The human brain can only take in a certain amount of information at any given time. The problem is that we live in a world that is simply bursting at the seams with data, facts, statistics and trivia. When you stand up for that all important 30 seconds, do your listeners a favour: just tell them 1 or 2 relevant facts about what you do.
Features Not Benefits
Just talking about the features of your product or service, rather than the benefits, is a sure-fire way to losing your audience’s attention. Examples of this would be the following: ‘Every staff member is fully qualified’; ‘We provide branded merchandise’; ‘I offer a range of treatments’. Instead, translate these features into how the customer will benefit.
Little Voice
Are you too quiet, too monotone, or too fast in your speech? Having a voice that stands out is especially important if your pitch follows 30 others.
You are probably unable to judge this – so practise in front of someone who will give you constructive criticism. Watching newsreaders or experts such as Barack Obama will help - listen to how they use pauses and ‘punch’ certain words. Now start mimicking them!
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