In a world where Twitter and Vine rule the roost; and ADHD is overprescribed, yet worn as a badge of honor; nobody has time for your long-winded, rambling pitch. You need to be able to capture someone's attention quickly and be effective with their time. Why? When you meet someone, and they ask what you do, they aren't asking you to pull out your laptop and give them the five-minute rundown. They want to hear in clear and concise terms what exactly you do, who you do it for, how you do it, and why you are different than all the others doing the same thing. And I'm here to tell you that you can do this in 140 characters or less. #tweetpitch
As Einstein said, "If you can't explain it simply, you don't understand it well enough." While this is very true, maybe it's not even that you don't understand it well enough, maybe it's that you know it too well and you fail to understand that not everyone wants your deep technical answer. The best thing about having an effective "quick-hitter" in your hip pocket is that you put the ball in your audiences court right away. If they're interested, they get to then guide the conversation with questions, and now you're in a dialogue and building a relationship. In fact, this is the ultimate goal of a pitch any pitch. To win someone's interest and get them inquiring deeper.
Don't worry, I won't leave you hanging. Below is a quick and easy way to formulate your quick pitch, or "tweet pitch."
CONSTRUCTING YOUR QUICK PITCH
Allow me to start by crediting Emerson Valiao, Founder and CEO of Flipcause, and Founder Institute Graduate turned Mentor, for distilling this concept so distinctly in one of our Founder Institute sessions this past semester in San Francisco. All credit goes to him.
There are five key elements to a quick pitch: your company, your customer, the solving of a problem, your competitive advantage, and the offering.
- Company: What is your company name? Easy enough. (e.g. Pitch Coach)
- Customer: Who exactly is your customer? Not an inanimate object. (e.g. aspiring entrepreneurs)
- Solving a Problem: How are you solving a problem? (e.g. we perfect startup pitches and help entrepreneurs level-up. Because, let's face it, most people suck at pitching.)
- Competitive Advantage: In a simple term, what is your differentiating factor? (e.g. expert, or simple, or quickly)
- Offering: Ho w are you delivering this service? (e.g. coaching, events, and resources)
Now, use the following equation to put it all together:
<company> helps <customer><solve a problem> through <competitive advantage><offering>
Obviously, I understand that every offering, situation, and audience is different, so you can save me the gruff in the comments, but this should get you 90% of the way there. Put one together, practice it, and then go try it in a bar, at the train station, or in a crowded elevator. In fact, why don't you give it a try now...
Thoughts? Questions? You know what to do...