Creating an Elevator Pitch
Whether you’re getting ready for a conference, prepping ideas for a Twitter party, or just want to put your best foot forward to anyone who asks about your book, having a quick, engaging and powerful elevator pitch is important.
First of all… what IS an elevator pitch anyway?
noun — informal
* A succinct and persuasive sales pitch
* A short summary used to quickly and simply define a process, product, service, organization, or event and its value
The idea here is that in the 20-30 seconds of an elevator ride, you could present your idea. Us humans are fickle creatures with VERY short attention spans. We make snap judgments, and unless we’re already intrigued, we’re likely to have already mentally moved on.
Job interviews. “Objectives” at the top of resumes. Sales positions. Convincing a spouse of what restaurant to go eat at. Convincing a boss about your new idea. Impressions are made quickly. Not that minds can never be changed later. But the fact remains…
The first 20 seconds is your BEST opportunity to make a good impression.
All right. So that’s the basic CONCEPT.
Uh, that’s it??? Hello? E-Z!!! I know my book. I know what makes my story special. Of COURSE I can describe it in 3-4 sentences!!! I wouldn’t even need to practice.
……here we go……
A young girl is caught in between…
Wait. No! It’s so much more than that. Let me start again.
When insomnia brings Tris to the brink of desperation…
Ugh, that sounds so cliché!
Conception is reality. Tris must prove her sanity and win the right to live out her dreams in more ways than one.
Yuck. That says ab-so-lutely NOTHING. Okay. So this is harder than it sounds.
Elevator Pitch Tips:
Don’t Over Pack the Pitch:
For me, the biggest tip I ever got for an elevator pitch is not to try to shove my entire story in there. This was a HUGE relief. If the plot line is too complex to explain in a few lines (or the tiny 140 characters we Twits get), don’t even try. Concentrate instead on the unique voice. Have the pitch portray the main character’s biggest flaw or most powerful victory. Highlight a powerful scene or even quote a climatic moment.
Feel Free to Ruin:
If pitching to an agent, there’s nothing wrong with giving away the end. They’re professionals. Trust the story, and be confident that the writing and development along the way will keep them engaged even if they know the twist end. (Obviously keep in mind different agents may feel differently about this. Always research agents for preferences)
OBSESS over Nouns:
Obsess over every word really, but look extra closely at those nouns. Could they be more powerful? More emotional? More visual? Even in our limited word count, can we do more showing and less telling?
Show Uniqueness in Specifics:
Agents hear a LOT of pitches. Being conceptual isn’t enough. We must express specific aspects of THIS book that make it different from the other 400 they may have received, over the past 48 hours. The idea may be excellent, creative and powerful. But from their perspective, they’ve likely heard it before. As humans, they’re naturally assessing it, lumping it in with other things similar. Specifics are your weapon here. Use details, voice, character, setting, etc, to make THIS particular story stand out from that crowd.
PRACTICE PRACTICE PRACTICE:
Say it out loud. A lot. Then say it some more. The manner in which it rolls off the tongue is important, as is confidence in delivery. Bonus: Once you have it down, you may be surprised at how frequently the opportunity is presented for you to use it.
Our manuscripts are complex. They cannot be put in a box. No 20 second opportunity can fully grasp the extent of their awesome. Don’t let that goal overpower you. Instead create intrigue, and answer the question of why they should want to hear or read more.
Your manuscripts are worth it.
Erika Wassall is a writer, a farmer and a liver of life. She is a member of SCBWI and a proud Mad Scientist, bringing science experiments right into children’s classrooms, and hearts. She has a small farm in New Jersey with sheep, chickens, pigs and vegetables. Check out her new website at www.TheJerseyFarmScribe.com where as a first generation farmer, she often takes the long way, learning the tricks of the trade on The Farm. On her website is also The Shop page with tips and a free Q/A from her husband’s mechanic shop, and The Writer page where she shares stories, experiences and characters from the heart. Follow her on Twitter at @NJFarmScribe. She’d love to hear from you!
Look for Erika’s articles every other Wednesday on Writing and Illustrating. Thank you Erika for another great post.