The elevator pitch is a distillation of your product, business idea, or company that your audience can readily absorb, commit to memory, and most important—be persuaded by. People are busy and their attention spans are short. That’s why you must have a ready headline to hawk and snare people’s attentions. Then, you can reel them in with more specific information.
Ideally, your pitch should present a problem that your product can fix. It should consist of only two or three sentences and last a matter of seconds—definitely under a minute. The language should be simple and direct—no equivocations, or hedging. Don’t correct yourself, or try to provide too much detail or context. It should simply be focused on how your product or idea will directly benefit your audience. It’s like telling a joke, or a riddle: you’re telling a story that is solely comprised of what is most important. Don’t present yourself and your idea as a plea to your audience: you are offering them an opportunity. That’s why you must speak and comport yourself with confidence, even if you don’t feel it. If you can’t, you might as well stay silent.
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