Whether you’ve been invited to an interview, attending a networking event or joining a business meeting, you'll be asked one of the most common questions, "what do you do?”. In these types of situations, a pre-prepared speech that explains who you are and what you can offer is incredibly handy. This is called an elevator pitch - a quick, yet informative speech that tells someone everything you need to, in the time it takes for the elevator to get to the floor you want.

Yes, nailing your first-time introduction can be tricky and you’ll probably attempt several versions of your pitch before creating one that is compelling and that sounds natural. To create an effective elevator speech—no matter to whom and where you’re pitching—follow these 4 impressive rules. We promise they will that help you master your elevator pitch.

Clearly state your goals

Think about the real goal of your pitch - what do you want to achieve with it? Well, you want to clearly express to the person/people you are talking to who you are and what you do. In turn, they should also walk away with an understanding of what you want from them.

We recommend you go back to your business’ mission statement for the right wording of your vision and values. For instance, as the creator of an eco friendly and cruelty-free beauty range, you might want to say, “I started my brand of eco friendly hair products to help people around the world take care of their hair with natural solutions, as well as take action against animal cruelty and improve our beloved planet. After all, we only have one planet.” Your goal is clear — to help the planet and your customers — but more importantly the pitch is broad enough to use with investors and referrals alike.

Grab their attention

An opening statement that is instantly engaging will help your elevator pitch really stand out. Think about an interesting question, or a funny story relating to your day to day, or even a memorable client interaction that is memorable for you and use that in the opening moment. That kind of personal touch can transform an awkward or mundane exchange into a proper connection.

A good hook will also pique the person's interest, signalling for others to listen to you. This hook should spotlight what sets you, your business and your leadership apart from all the rest - especially if you're in a popular industry such as property, hair & beauty, hospitality etc.

This is how I/ we do things

In your elevator pitch, you’ll need to emphasise your value proposition. This means preparing a short statement that describes how your products/services set you apart from the rest. Focus on details that will help people understand not only the benefits of your offering(s), but also how you solve problems better than others in your industry/ your competitors.

A strong value proposition should be the three C's: clear, concise and customer-specific. To help create an effective value proposition, you can use any market research you’ve conducted thus far. For example, the project manager of the eco friendly and cruelty free beauty products surveys a segment of their target market, asking them, "do you know the ingredients of your favourite shampoo and conditioner?" and “which hair products have you learned still use harsh chemicals and test on animals?”. With the answers they’ve collected, they can demonstrate the company’s added value. 

Practice over and over

Now that you’ve written your initial pitch, it’s time to make it flawless. The first few times you read and practice your elevator pitch, you want to time yourself. Ideally, your pitch should be 20 to 30 seconds, certainly no more than a minute. Once you've practiced and timed yourself, pitch people who will give you honest feedback. Additionally, record yourself and listen back to catch any stumbles or weak parts. Avoid using filler words such as “um,” “ah” and “you know” to sound concise and confident.

With enough practice, your pitch will sound natural, impressive and convincing. IMPORTANT NOTE: Don’t be afraid to let your true self shine through. Showing the human side of the business and a genuine passion for your work will cause others to empathise and connect with you.