If you’re envisioning three tech guys talking about how their startup is going to be the next big thing, you’re in luck– because this isn’t about that kind of pitch. While pitching sometimes gets a bad rap, it’s important to be able to convey the message of your work quickly, clearly and concisely. An elevator pitch, which is typically presented in sixty seconds or less, challenges self-promoters to get to the point of their presentations, while effectively including all of the most pertinent information.
Will the next person you talk to about your book have a stopwatch to time your presentation? Probably not. Do you want to draw in listeners and tell them what’s most important about your work before they lose interest? Absolutely.
Step 1: Identify your goal. Do you want to share a summary of your book? Or, are you more concerned with peaking interest so people will want to buy your book and learn more? Figure out first what you want to convey in your elevator pitch and then go on to craft an opening line that is sure to grab attention.
Step 2: Introduce yourself. What’s your background and how did you come to write this book? Make sure to give yourself the credit you’re owed by letting people know who you are and how you’re associated to the work. Are you the author, co-author or PR manager? Make sure you remember to introduce yourself in your pitch.
Step 3: Explain how your book is different. As an author, you know there’s no shortage of work on the topic you’ve written about. Let others know how unique your work is and why it’s read-worthy. Focusing on key, interesting components will give your pitch high points throughout.
Step 4: Ask a question. Posing questions in speaking is one of the most common ways to engage listeners. Questions related to the work or that prompt critical thinking encourages people to stay tuned in to what you’re saying and look for answers in the remainder of your pitch.
Step 5: Conclude confidently. Your closing statement is almost as important as your opening. Reiterating what’s most important, encouraging a continuing dialogue or choosing a cliffhanger to close are all great ways to wrap up a solid elevator pitch presentation.
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The elevator pitch is so crucial. You never know when you’ll speak with someone who might be interested in your work. I’ve asked plenty of authors about their book, only to be disappointed with their response. The differentiation factor is so important. I’m not going to be interested if you merely say it’s a “dystopian YA novel.” There are plenty of those!