What is an Elevator Pitch?

The duration of an elevator pitch varies and cannot be determined exactly, as it depends heavily on the respective situation (see also Situations and areas of application…). Some publications mention a duration of 30 seconds to 2 minutes, others speak of 45 or 60 seconds. But which lift really runs for 60 seconds or longer?

Such a duration is not set in stone and should therefore rather be understood as an indication of the opportunity to arouse interest in a product, service or idea in a very short period of time. The aim is to arouse the interest of the other person in the shortest possible time and, if necessary, to initiate a further conversation. The decisive factor is therefore not so much the exact duration, but how effectively you get your message across.

Even if the time is short, there are various pieces of information that could / should be part of an Elevator Pitch. Of course, the content and scope depends on the actual time available. Since this is usually unclear, in practice exactly one piece of information can be conveyed. This information must attract the attention and interest of the target person. At that moment. That means it must be catchy and memorable, and ideally contain a promise. A promise of what the idea, service or product will make better in the future.

Here are some important tips on the Elevator Pitch:

• A good idea is a prerequisite for a successful pitch, but excellent preparation is equally important. Practice the pitch to ensure it goes smoothly and with confidence. Adjust and refine it based on feedback and interactions in practice, as this is the only way to make the short presentation perfect.
• What good is a good idea and excellent preparation if you don’t have an opportunity for the short presentation. So create suitable opportunities. See when you can meet the target person in the coffee kitchen or in the car park to place your idea.
• Start with a hook: Begin your presentation with a compelling statement or question that grabs the listener’s attention.
• Clearly define the problem: Clearly articulate the problem or challenge that your product, service or idea solves. This helps the target person understand the relevance and value of your approach.
• Highlight your unique selling point: Stand out from the competition by emphasising what makes your idea stand out. Clearly communicate the unique benefits or advantages your solution offers.
• Use concrete examples or stories to illustrate the impact and effectiveness of your solution. This will make your short presentation comprehensible and memorable.

And last but not least conclude your presentation with a clear call to action so that the target person takes the next step; whether it is making an appointment, trying your product or visiting your website. And make it easy for the target person to take the next step.

Typical mistakes are often made during the elevator pitch, which can significantly impair the success of the presentation. One of the most common mistakes is that the pitch becomes too lengthy. Many people tend to get lost in the details and lose sight of the essentials. However, an elevator pitch should be short and concise, as the listener’s attention quickly wanes. It is important to focus on the core message and avoid unnecessary information.

Another typical mistake is an unclear message. If the listener does not immediately understand what the pitch is about or what problem is to be solved, the point of the pitch is lost. The message must be simple, understandable and to the point. Avoid unnecessary jargon or complex explanations that could make the pitch confusing.

Failure to adapt to the audience is also a common stumbling block. A pitch that is not tailored to the specific interests and needs of the other party often misses the mark. It is crucial to adapt the pitch depending on the audience and to emphasise relevant aspects that are important to the person you are talking to.

Body language and demeanour should not be underestimated. Even the best words can lose their impact if the body language is unsure or inappropriate. A firm handshake, open eye contact and an upright posture convey self-confidence and support the spoken message. The tone of voice should also be clear and convincing in order to inspire confidence.

Flexibility is another important aspect that is often neglected. Whilst a well-planned pitch is essential, you should be prepared to respond spontaneously to questions or comments from the other person. A rigid, short presentation that does not allow for any interaction comes across as unnatural and can be off-putting.

After all, authenticity is crucial to the success of an elevator pitch. Listeners quickly notice if someone is just rattling off memorised sentences. A pitch should come across as authentic and reflect your conviction in what you are saying. Show passion for your idea and stay true to yourself.

To summarise, a successful elevator pitch can only succeed if it is clear and concise, the message is conveyed clearly and you adapt to your audience. Pay attention to your body language, remain flexible and, above all, authentic. If you take these points into account, you will avoid the typical mistakes and maximise your chances of convincing your counterpart.

Sentence templates are an effective tool to improve the structure and clarity of an elevator pitch. They provide a proven framework that ensures all essential information is presented concisely and logically. By using a sentence template, you can focus on making the content compelling without worrying too much about the wording or structure.

A typical sentence template for an elevator pitch could look like this:

1. ‘Did you know that [target group] often struggles with the problem [problem]?’
2. ‘Our solution, [product/service], helps solve this problem by [key benefit/solution].’
3. ‘What makes us special is [unique feature/benefit].’
4. ‘If you want to learn more about how we can help you, let’s schedule [next step, e.g. a meeting].’

Or phrased slightly differently:

‘For [target audience], with [problem or need], our product delivers [solution], with the promise that [key feature]. Unlike [main competitor], it is [unique selling point, competitive advantage]. If interested [call-to-action].’

The use of such sentence templates not only makes the pitch clearer and more structured, but also easier to understand. The templates offer a balance between flexibility and structure: you can adapt the pitch to the respective target group without losing sight of the basic principles.

Sentence templates are particularly helpful for many people who find it difficult to formulate their ideas briefly and concisely. They prevent you from getting lost in the details and ensure that your pitch gets to the point. Ultimately, the use of sentence templates helps to create more convincing and memorable elevator pitches that arouse the other person’s interest and convey a clear message.

Marketing concepts such as AIDA (Attention, Interest, Desire, Action) and PPPP (Picture, Promise, Prove, Push) offer valuable structuring approaches that can be directly applied to the creation of a convincing elevator pitch. These concepts help to develop a clear and convincing message that effectively appeals to the listener and motivates them to take action.

The AIDA model, one of the best-known concepts in marketing, describes the phases that a customer goes through before making a decision. These phases can also be applied to an elevator pitch:

1. Attention: At the beginning of the pitch, you need to get the listener’s attention. This can be done with a surprising statement, an interesting question or a powerful assertion: ‘Did you know that 80% of companies fail because they don’t understand their target group properly?’
2. Interest: After attracting attention, the other person’s interest should be further deepened. This involves explaining why the problem is relevant and how your solution can contribute to it: ‘Our platform analyses customer behaviour and helps companies to develop targeted marketing strategies.’
3. Desire (craving): In this step, the desire to learn more about the presented solution should be awakened. You emphasise the unique benefits of your own solution: ‘Our solution has already helped 50 companies increase their conversion rate by 30 %.’
4. Action (action): The pitch should end with a clear call-to-action that suggests the next step: ‘Let’s schedule a quick meeting so I can show you how we can help your business too.’

The PPPP model is another effective concept that can be used for an elevator pitch. It helps to make the pitch emotional and convincing:

1. Picture (picture): At the beginning, you paint a picture of the problem or situation to arouse interest: ‘Imagine your team could be twice as productive with no extra effort.’
2. Promise: This is where you promise how the product or service being presented can solve the problem: ‘Our software automates your daily tasks, freeing up more time for the projects that really matter.’
3. Prove: Back up your promise with evidence, such as references, studies or concrete results: ‘Over 100 companies are already using our solution and report a 40% increase in efficiency.’
4. Push (impetus): Finally, a push to action should be given, for example through an offer or a concrete proposal for the next step: ‘Why don’t we get together next week and see how we can optimise your processes?’

In addition to AIDA and PPPP, there are of course other concepts that offer support for the elevator pitch:

• PAS – in other words, Problem, Agitate, Solution. This approach is about identifying the customer’s problem, addressing the associated pain points and presenting a solution for these.
• IDCA – i.e. interest, desire, conviction, action. This approach addresses the interest and desire for a solution, the delivery of compelling arguments to support the value proposition and a strong call to action.

Taken together, each of these concepts helps to build a pitch logically and persuasively by ensuring that all key elements – from attention-grabbing to call to action – are considered.