Halfway through your elevator pitch, it becomes clear that your message is crashing into oblivion. Blame it on iPhones or TikTok, but studies show you only have about eight seconds to capture someone's interest. If you manage that, then you have maybe another 20 or 30 seconds to hook them. 

Whenever I meet a new client or start a messaging session, the first thing I ask is, "What's your elevator pitch?" I've heard great ones over the years, but more often than not, they meander and miss the mark entirely. They fail to answer the listener's most important question: "What's in it for me?"

The elevator pitch is not all about you--it's about how your audience can benefit from what you have to offer. Shift your perspective and start crafting a compelling, attention-grabbing pitch.

1. Step into your prospective client's shoes.

Think about why your company and its products or services exist. What need do you fulfill? Is there a business problem to solve or a void to fill in the marketplace? Can you help drive a prospect's profits or build their reputation?

Then, think about why a prospect should work with your company specifically. What sets you apart from your competitors? Why is your product or service a better choice? Or why would your company be a sounder investment than others?

2. Lead with your value proposition.

Rework your pitch, using your value proposition--or the problem you solve--as a hook to draw in audiences. Paint your company, product, or service as the hero, and let your passion shine through. Relationships drive business, and people want to feel a connection.

At the same time, people have limited time. Keep your pitch succinct and finish strong. Ask for a meeting or contact information to take your pitch to the next level, where you can delve into the details.

3. Test, refine, test, and refine.

Once you have a revised pitch, test it on someone you trust. Use their reactions and feedback to make necessary adjustments. Keep refining it, making sure every word counts. Like storytelling, crafting and delivering a great elevator pitch is an art.

You may not get an elevator pitch right the first try but investing time and effort in honing your message will pay dividends down the line.