Why Your Elevator Pitch Might Be Falling Flat (and How to Fix It)

Every time I deliver a pitch masterclass, I ask participants what they think makes a “good” pitch. The answers are remarkably similar. Variations of the words “clarity,” “concise,” and “interesting” come up again and again.

And it follows that those are the elements my clients find most challenging. There is a consistent gap between knowing what they want to say in a pitch and what they actually say. Let’s talk about the top three mistakes I see with 60-second pitches and what you can do to fix them.

A clear, concise elevator pitch is a must for your networking events. It helps other attendees know who you are, what you do and what sets you apart from your competitors. It is worth spending time getting clear on your pitch, especially because there are so many ways you can use it in other situations outside your networking events.

1. Too much information

Have you ever read through a long menu and ended up confused, not knowing what to eat? Or sat browsing through the myriad of choices on Netflix, unable to choose what to watch?

Our brains don’t like too much information. It’s confusing. As “Building a StoryBrand” author, Donald Miller, says, “Human beings do not buy the best products and services. They buy the ones that they can understand the fastest.”  

If you are trying to cram all the information about your product or service into 60 seconds, you risk information overload for the listener. And no, speaking faster doesn’t help!

Instead, focus on creating a value proposition statement that describes in a single sentence:

1. Who you help
2. How you help them
3. Why you help them

For example, I would say:

“I provide communication and presentation skills training that help business professionals and teams communicate with clarity and present without pressure.”

This can be challenging to do, and it’s a core component of my Master Your Pitch Masterclass, but trust me, it’s worth the effort! When you get clarity on that single sentence, you can build a variety of pitches around it that explain what you do in more detail. 

2. Uninteresting content

Clients often believe that because they work in a particular industry, their pitches will automatically be boring. “No one wants to hear about____” (fill in the blank). If you feel like this, your 60-second pitch is a wonderful opportunity to show what you do in a different light.

Perhaps you provide a service that enables your clients to outsource something they don’t like to do. Use your pitch to highlight the pain points you remove - the headache of VAT returns, the hassle of keeping up to date with social media posting, the stress of admin work. Don’t forget to include examples and client stories to demonstrate how you can make their life easier.

They might find your area of expertise boring, but you don’t have to be boring! Have fun with your pitch, add variety to your delivery tone and make it interesting for your listener.

Remember the saying - people buy from people they know, like and trust. Your pitch is the opportunity for them to get to know you, like you, and start the process of building trust.

3. Lacking confidence in your delivery

When you deliver your pitch at a networking event, you are representing your business. If you are clear, concise and confident, that creates a positive first impression.

It’s normal to feel a little nervous before speaking, but when nerves impact your delivery- or your sleep- it is time to take action.

Preparation and practice are essential. If you wait until a few minutes before your meeting to start thinking about what you are going to say, you are creating unnecessary stress for yourself. Spend some time planning the content of your pitch and practising your delivery. Practise out loud so you are aware of any words or phrases that are potential stumbling blocks for you.

Abdominal breathing can be an excellent tool to boost the power of your pitch. It reduces your heart rate and stabilises your blood pressure. It also helps to slow down your speaking pace and lowers your vocal pitch, making you sound more confident.

Final tip- remember to smile! Smiling relaxes you and helps build a connection with your audience. I remember attending a regular networking event where one attendee didn’t smile at all for the first 4 weeks. When he eventually smiled, his whole face lit up. He looked so much more approachable and friendly. Your smile will create a lasting impression.

Your pitch doesn’t have to be perfect. People prefer authentic to polished every time. But it should be clear, concise and interesting. Make it easy for people to remember you and recommend your business. After all, that’s why you are there!

If you’d like a little more help with this, download my free guide,  “3 Essential Ingredients of a Powerful Pitch, with some simple tips to help you increase the impact of your pitch quickly and effectively.