HOW TO MASTER YOUR 30 SECOND PITCH:5 WAYS TO BE YOU, STAND OUT, AND DOMINATE YOUR PITCH
Oh that infamous and dreadED “30 second pitch.” Beloved by networking groups the world over, despised by most.
The idea of a 30 second pitch or commercial is smart. To be able to concisely and articulately say who you are and what you are all about in a manner which is intriguing and garners a deeper relationship or instant work relationship is fabulous.
This is not what 99.99999999999999999% of what people do.
The majority of us do one of 3 things:
Claim fake vulnerability. Fake vulnerability usually goes something like, “Oh geeze. Ok. I am not good at this at all, but I’ll try….”
Go for the cheese. You have fallen for the idea of being “memorable,” “Hi, my name is Robin and I am writer. See my logo is a quill because I am Robin and I am a writer.”
Get it done approach. Straight forward, yes. Pretty, no. “Hi. My name is Mark Safford. My company is XYZ consulting. We help businesses, just like you, make more money. Mark Safford.”
None of these approaches are too horrible. Seven years later and I still remember Robin (though not in a good way).
I have personally always found the best approach was to use a bit of science, neuroscience that is.
5 Ways To Be You, Stand Out, and Dominate Your Pitch
Drop the “Hi. My name is…” line.
True leaders naturally do this and so should you. By eliminating such a line from your introduction you come across as in charge and powerful. Don’t believe the science, then check out the movies. In The Devil Wears Prada, Miranda Priestly would have never said, “Hi, My name is Miranda Priestly.” No, it is simply, “Miranda Priestly.”
People care less about what you do and more in “why” you do it.
3. Know Your Audience.
One size does not fit all here. Tailor what you say to whom you are saying it. The reason why you do what you do reaches wide, so use that to your advantage. And if this audience isn’t “your audience” then find the commonalities and speak to those.
4. This is an ad.
Though you may want it to roll off your tongue as casual conversation, the truth is, this is an ad. So rules of creating great sales copy apply: The audience. The need. The super hero.
Science has proven time and time again that our attention spans are getting shorter. We hear roughly 50-55 seconds of every 60 seconds of conversation. But if you add the word “because” to any sentence, you will reawaken the brain and keep your audience actively listening.
Want to see these tips in action?
Here is my 30 second pitch.
To my ideal audience of entrepreneurs.
“Ali Craig. My team and I believe without a shadow of a doubt that entrepreneurs are the lifeblood to a successful future this is why over the last 17 years I have supported soul seeking entrepreneurs who want to stand out in the marketplace with kick ass personal brands, lifestyle brands, and multi platform brands because just like David, the little guy deserves the win.”
To my not so ideal entrepreneurial audience.
“Ali Craig. My team and I love seeing the “little guy” win. This is why over the last 17 years we have crafted kick ass brands for our soul seeking,entrepreneurial clients helping them stand out in the marketplace, make money, and have social impact because in the end “David” will always defeat Goliath.”
To fellow professionals who also work with my ideal audience.
“Ali Craig. My team and I specialize in neuro-emotional and experience based branding for personal, multiplatform, and lifestyle brands because the “Davids” of the world should have access to the same tools as Goliath.”
As you can see, the general messaging is the same throughout all three (as well as on the website), but the approach taken is just slightly different depending upon the audience and our points of connection.
In the first and last examples, I specifically say the types of branding we specialize in because these two audiences will be educated enough to understand what I am talking about.
I chose to just talk about brands, money, and success with my “not so ideal audience” because they are most likely newer to the industry and the ideas of money and success are universal. They don’t care how you get them to the money and success, just that they get there- fast.
Throughout all three I used the example of the “little guy.” We in the West instinctually love an underdog story and most entrepreneurs feel like they are underdogs. This universal theme resonates with my audience and brand across the board.
So what does your 30 second pitch sound like?
Post your videos below.
I would love to hear what you have to say and offer feedback.