Thank you to Penny Sansevieri for this wonderful article, first published on Writers in the Storm.
What is an elevator pitch and why do you need one?
An elevator pitch is a short one- to two-sentence description about the book. It’s the briefest of the briefest descriptions you can develop. The reason elevator pitches are important is that we have an ever- shrinking attention span, so you need to capture someone’s attention in a very short, succinct pitch.
How do you begin crafting an elevator pitch?
The first step is to look at the core of your book. What is your book about, really? Looking at the core of your book will help you determine the primary message. The next step is to look at the real benefits to the reader. Not what you think the reader wants to know but what they actually need: What’s in it for the reader?
When I worked with people on elevator pitches, I found that they often kept the best sentence for last. This comes from being an author and saving the crescendo of the story until the final chapter. You don’t want to do that in an elevator pitch. You want to lead with the tease that will pull the reader in.
When would you use an elevator pitch? You might use it to promote yourself to the media, to book a speaking event, or to pitch a blogger. Elevator pitches can be used for a number of reasons and in a variety of ways. Once you create a great elevator pitch, you may find yourself using it over and over again. That’s a good thing!
Components of a great elevator pitch
All elevator pitches have particular relevance to them, but for the most part, every elevator pitch must:
- Have emotional appeal
- Be helpful
- Be insightful
- Be timely
- Matter to your reader!