In TV and radio, 60 seconds is enough time to establish a plot, develop memorable characters and introduce a touch of emotion or humor. Great print ads work on a 3 second level, a 30-second level, and a 3-minute level. Your pitch should work the same way. In any case, you need to get to the value proposition immediately.
What do you do? Keep it short. Your explanation should not be more than a few sentences.
What problem do you solve? Identify the problem you are solving. In one sentence, explain the problem your potential customers are experiencing.
What is your solution? Simply explain your solution. In one sentence, explain how you solve the problem you’ve just outlined.
How is your product or service different? Explain what your solution means for your customers. In one sentence, what is the end result of your service or product? Does it save money, make their life easier or give them new opportunities?
Why should I care? If at all possible, make your explanation relate to the person you are speaking toHas the problem you are solving affected them? Do they know anyone with this problem? The more interactive you can make your pitch, the higher the chances that your audience will be receptive to it.
By keeping each answer brief, you will develop a succinct story that should take no more than 60 seconds. Don’t worry about selling every bell and whistle. You’re just trying to earn a follow-up question by generating enough interest or curiosity to make your audience want to find out more. You can always go into more detail in your responses to their questions. That’s IF you earn a follow-up question.
If you’d like to test whether you are successfully conveying your idea, just ask a handful of people what they think your company does after you are done with your explanation. You’ll be surprised at how many different explanations you’ll have to go through before you can clearly articulate your company and idea.