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The Art of the Elevator Pitch

https://hbr.org/2018/10/the-art-of-the-elevator-pitch

hbr.org

The Art of the Elevator Pitch
Executive Summary Hollywood screenwriters typically get three to five minutes to pitch their movie ideas, but it takes only around 45 seconds for producers to know if they want to invest. Specifically, producers are listening for a logline: one or two sentences that explain what the movie is about.

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A winning pitch

A winning pitch starts with a winning logline: one or two sentences that explain what your idea is about. Loglines attract attention.

To influence the people who can turn your idea into reality, you need to deliver the pitch in an exciting way that is easy to understand. 

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Find your elevator pitch

Find your elevator pitch
What is your presentation about? What does your startup or product do? What’s your idea?
When a listener doesn't understand the overall idea being presented in a pitch, they have a hard time grasping the information. It is then important to answer in a clear, concise and engaging way, in order to explain a complex idea. Identify the key elements instead of focusing on details.

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Keep it short

A logline should be easy to say and easy to remember. For instance, Sergey Brin and Larry Page told capital investor Michael Moritz: “Google organizes the world’s information and makes it universally accessible." The pitch was clear and had a sense of purpose.

Challenge yourself to keep it under 140 characters.

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Identify one thing

Find one thing you want your audience to remember. It should cater to the needs of your audience.

The one-liner should be solving a specific problem. It should be easy to remember. For instance, in 2008, the MacBook Air was described as “the world’s thinnest notebook.”

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Be on the same page

Every person who speaks on behalf of your company or sells your product should deliver the same logline. Consistent loglines are memorable and repeatable.

If you are unable at first to communicate your pitch, be patient. Once you master the logline, it will be easy to clarify your ideas.

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