5 Proven Steps to Deliver a Compelling Elevator Pitch

The lights are on, the room is buzzing, and the big moment is upon you. It’s time to make the pitch that may make or break your startup. So, what do you do? How do you turn the people in the room into raving fans? 

Every successful founder knows the importance of being pitch-ready, that is, having a 60-second pitch memorized and being prepared to deliver it whenever necessary. To provide you with a blueprint for success, I asked serial entrepreneur Avi Loren Fox for her advice, and here’s what she suggests. 

1. Use a consistent structure. 

Why reinvent the wheel? When you take a close look at what makes a winning pitch, you’ll find that there is a common pattern to the best structures. They tell the story in a way that is both logical and consistent: 

• Who you are 
• What your business is 
• When you started and the traction you have to date 
• Where you are now and where you are headed 
• Why people should invest 
• How you’ll make them money 

It’s useful to break a 60-second pitch down into two 30-second halves. The first half should contain all the background—the who, what, and when. In the second half, you can focus on the where, why, and how, and create a vision for future success. 

2. Memorize the pitch. 

Once you know the words by heart, it’s a huge relief to no longer be thinking about what to say, and instead you can focus on how to say it. Pitching becomes all about the delivery—the tone, the emphasis, the body language, and the eye contact. When you are not worried about forgetting a word or losing your place, it’s like magic. You own the room. So, take the time to memorize your 60-second pitch. Your confidence will get a big boost when you’ve got it down pat. 

3. Practice in less-than-ideal conditions. 

In real life, investors are likely to be checking their phones, tired, distracted, and firing difficult questions when you’re making your pitch. The last thing you need is to suddenly go blank or lose your nerve and fumble through. The solution? Practice makes perfect.  

Pitch in the middle of the street, to a crowd, to your dog, on the bus, in the shower. Interrupt yourself and have people shout at you and create as much distraction as possible. If you can nail your pitch while jumping over hurdles, you’ll be ready for anything when the real moment arrives. 

4. Strike a power pose. 

Confidence is key when you’re making your pitch, and your body language can make a big difference. When you strike a power pose, that can take you from shrinking into yourself to exuding strength and power. By simply opening your chest up, putting your hands on your hips, and standing up straight with your shoulders back, you raise your energy levels and become the person others want to invest in. Confidence is its own currency. Investors are just as likely to back a person as they are an idea. 

5. Harness the adrenaline. 

Getting nervous, losing your cool, and fumbling around for the right words are all pre-pitch battle scars you may be all too familiar with. However, while pre-pitch jitters are usually an inescapable part of the process, they can actually be a positive for you. The secret to using nerves is to harness the rush. That adrenaline rush is rocket fuel for focus, and it’s about as close to being in the zone as you can get. By taking a big breath and accepting that rush of energy you can transform it into a performance that will be remembered. 

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