Elevator Pitch - Get Noticed
Whether you’re interviewing or networking, someone inevitably says, “Tell me about yourself.” “So, what do you do?” asks the person you met at a networking get-together. In another scenario, you find yourself in an elevator with someone you’ve wanted to meet. What do you say?
Be ready to say something! Preparing a summary of your background and experience is a good idea. Often called an “elevator pitch” — because it is short enough to give during an elevator ride — there are many situations when a short, prepared introduction (no more than 30 seconds or 20 words or less) will come in handy.
This introduction can be used:
When networking
In a job search
On career documents (in your cover letter or professional bio, for example)
In job interviews
When a stranger strikes up a conversation with you in line at the grocery store
To request an informational interview
You’ve probably heard the saying, “You never get a second chance to make a first impression.” So how do you articulate a brief, concise introduction of yourself? This guide will give you an easy formula to help, no matter your profession or the situation where you’re using the introduction.
Today the average attention span is 8 seconds – less than that of a goldfish. Be prepared, and don’t wing it. Focus on how the listener will benefit from what you have to offer.
Let me use myself as an example. When I attend business networking events, I focus on the benefits people gain when working with me and the Life Working® team.
Instead of describing myself: “I’m a career coach and resume writer with a background in human resources.”
I describe how I add value: “As a career coach and resume writer, I help frustrated job seekers feel hopeful, design action steps, and land jobs.” Sometimes, depending on the situation, I explain briefly: “our proven job search strategies and resumes get attention, get interviews, and land jobs.”
See the difference?
When you are talking about yourself, you are shining a spotlight on your professional brand. How can you tell a memorable story that draws the listener in and has them asking, “Tell me more?”
We are talking about WIIFM or “What’s in It for Me” from the listener’s perspective. When developing your pitch, focus on the one thing you want them to know and remember about you.
Here are three formulas to help you design your pitch for different scenarios.
The Why–What–How Approach
There are so many ways to introduce yourself. Please let us suggest that your WHY might be the one differentiator that sets you apart. The listener buys your WHY and then wants to know your WHAT and your HOW. So instead of starting with what you do: “I’m a (job title),” describe what draws you to your work. Your WHY story will make you memorable.
Why did you pursue biomedical engineering?
Why do you work in social media marketing?
Why is finance your passion?
Your introduction should answer four questions:
Who are you? (education, work experience, skills, specialization)
What do you do?
What sets you apart?
Where do you want to go from here?
If you’re responding to the “tell me about yourself” question, you can add a sentence about your background to communicate critical areas of your career and highlight job and industry strengths.
For example:
I set up inventory tracking and reporting systems that reduce costs, improve cash flow, help forecast demand for ordering, and prevent product and production shortages. I’m a retail merchandising manager with nine years working at a big box store.
You want to start with your WHY and be sure to weave your impact into your pitch.
The Three “Wheres” Formula
This formula is simple:
Where are you now?
Where have you been?
Where do you want to go? (with an optional call to action)
Example #1:
I’m currently a television news anchor, but I got my start in television as a meteorologist. I want to combine my journalism and weather forecasting experience to work for The Weather Channel.
Example #2:
I’m a bilingual financial analyst who specializes in international accounts. My background is in forensic accounting and auditing. I’m currently pursuing my certification as a Master Analyst in Financial Forensics so I can identify and investigate financial crimes — hopefully for a government agency or a law firm.
Example #3:
I’m a PR specialist who does my best work for new product launches. As a product engineer who moved into communications, my technical expertise gives me an edge in pitching the media for news coverage. I’m looking to align myself with a manufacturer with at least six new launches a year, and I’d love to talk with you about what you’ve got in the pipeline.
The Problem/Solution Pitch
Another great approach to an elevator pitch is to start with the problem before you talk about yourself as the solution. This works best for a networking situation versus the “tell me about yourself” question in a job interview.
For example:
Does your company struggle with theft and inventory losses?
I’m a loss prevention expert who has helped my employers reduce employee and customer theft by 98%, saving more than $100,000 over the last three years.
Or:
Does your company participate in trade shows?
I’m a trade show specialist with a knack for creating show-stopping booths that attract 20% more traffic than our competitors.
Creating an elevator pitch can help you sell yourself in an interview or inspire interest in something you have to offer. Different strategies can make sure your elevator pitch gives a good impression. Practice and customize your pitch for every audience.
Bottom line: A simple-to-digest pitch will tell someone why they would want to work with you and why they should hire you—all in under 30 seconds.
If you need more help or advice, check out Life Working® career coaching services, resumes & writing services, and schedule your free consultation. Stay tuned for our next blog, “How to Slay the Service Provider Elevator Pitch.”