Your 60-Second Pitch: Engagement Essentials Week Four
While my last blog focused on perfecting your public speaking content and technique (if you missed it, catch up here), the final Engagement Essential in this blog series is all about creating a memorable 60-second pitch.
This is sometimes referred to as an ‘Elevator Pitch’; a short, interest-sparking introduction that clearly encapsulates who you are, and what you offer. Ideally, it’s a pitch you could deliver to someone during a brief elevator (lift) ride, hence the name!
Personally, I like to refer to the 60-second pitch as a ‘Technicolour Introduction’, because when you get it right, it’s an introduction that adds vibrant colour and clarity to you and your business.
So, how do you get it right?
As you begin crafting your pitch, keep in mind that your Technicolour Introduction should be simple, pithy, succinct, outcome-driven…and it should encourage plenty of positive questions.
If you’re thinking that’s a lot to cram into just 60-seconds, don’t worry! The tips I’m about to share with you now will help you create a short pitch that adds plenty of colour.
The Benefits of a Strong 60-Second Pitch
Crafting your own Technicolour Introduction ensures you’ll have something to introduce yourself with at networking meetings, not to mention an instant and interesting answer to that dreaded question:
“So, what do you do?”
You can also use your pitch as a handy introduction when you record a video or a podcast, or when you speak at an event.
Another key benefit is that the process of creating a short pitch means you’ll have to think carefully about some key aspects of business communication. It can help to think about your pitch as the heart of all your brand messaging and communications.
If you use Twitter, you’ll already be familiar with the need to distil key information into a restricted number of characters. When creating your Technicolour Introduction, your restriction is time.
You haven’t got time to generalise or ramble on, so you’ll have to be specific. Whom do you most want to attract, what do they need to know, and why should they speak to you?
Here are my tips on what to include:
1. Make People Care
Think about what you currently tell people when they ask what you do. If you respond immediately with something like, “I’m an accountant”, are you really saying anything interesting and unique about yourself?
Being an accountant isn’t who you are, it’s just what you (and many other people) do for a living.
So before you start describing your business, concentrate on how you solve your customers’ problems. How do people benefit from what you sell, or the service you provide?
Even the nicest, friendliest, most selfless people are tuned into Radio WIIFM (What’s In It For Me)! If you can show that you recognise their problems, and that you can help solve them, you will pique their interest.
2. Don’t Cram Everything In
If you’ve ever got stuck with someone who rambles on about their business without stopping for breath – while you secretly plan your escape – you’ll understand the importance of less is more.
It’s fine if people want to ask questions after they’ve heard your pitch. In fact, that’s partly the point!
3. What’s Your CTA (Call to Action)?
Your pitch should end with a specific Call to Action, based on what you’d like people to do.
Should they follow you on Facebook, sign up for more information, or come along to an event you’re speaking at? You could also use your Call to Action to suggest meeting for coffee later on.
Your pitch may (and should) change slightly, depending on whom you’re speaking to. However you decide to structure it, remember that your goal is to build relationships, getting to know people so you can understand more about how you can help them.
4. Give Yourself Time – and Ask for Help if You Need It
You may have already noticed that it can take much more time to write a short piece than a long one! This is because the fewer words you use, the more each one counts.
In other words: don’t worry if crafting your Technicolour Introduction takes you a bit longer than you thought it would.
Also, other perspectives can sometimes be very helpful, so don’t be afraid to ask someone else for their input if you need it.
When I was crafting my own Technicolour Introduction, I enlisted the help of my good friend and collaborator, the wonderful Jo Soley. I realised I needed to look outside of myself to create something that could really get to the heart of me and my business, and I wanted to get it right.
Jo helped me to brainstorm my ideas until I achieved a pitch I can be proud of.
Want to know what I came up with? Here you go …
“I help action-taking, micro business owners who are not making the profit they deserve or dream of. With simple, sensible, achievable business plans and engagement marketing strategies we transform their brilliant ideas into a successful business; turning their passion into profit.”
Have you got any questions about creating your own Technicolour Introduction? Please post them below, and let’s start a conversation!