3 Steps to Design a Perfect Elevator Pitch

An elevator pitch is a brief, persuasive speech that you use to spark interest in a particular subject: the project you want sponsoring for, the product you want to sell, or just… yourself. It is called an "elevator" pitch because it should be so short you can deliver it in an elevator.

A good pitch must be interesting, memorable and succinct. You have to win your audience's true attention — they must let go of all other thoughts — understand you in minimal time, and feel enough impact for the message to stick. That is genuinely difficult. These three steps are not the only possible route, but they are a very good guide — and if you apply them regularly, your pitches will get much better.

Step one — Why, why, why?

Why would they listen? First find out why your listener would be willing to listen at all. What is interesting for them in your story? How can you help them? What keeps them awake at night, and how does that relate to what you offer? If you have no answer to these questions, getting their attention will be difficult, if not impossible.

Why are you speaking? Define concretely what you want to achieve. A pitch lasts 3–5 minutes; there is very little you can get done in that time, and most people try to achieve far too much — and achieve nothing. So instead of selling your product, aim for the next small step: a look at your website, an appointment. Use Know–Feel–Do: what do you want them to know (one simple sentence), to feel (without feeling, nothing sticks and nothing happens), and to do (your call to action)?

Why should they agree? You need at least one strong reason — your main argument, your USP. It cannot be complex: there is no time to elaborate.

Step two — The structure

Only clearly structured thinking creates a clear message in your listener's mind. The CIA structure — Context, Issue, Answer — is simple and very effective:

• Context. Raise interest and establish common ground: quickly state things your listener knows and agrees with. Once they have said yes to something, saying no later becomes harder.
• Issue. The answer to "why should they listen": the problem you solve, the opportunity you see, the reason you are standing there.
• Answer. Your key message — the "Know" from Know–Feel–Do. With the most important thing said, elaborate only if time permits: either two or three sub-answers, or two or three arguments — not both.

And always close with your call to action.

Step three — The story

Make your argument concrete in your listener's mind. A good story is a reimagined experience narrated with enough feeling and detail that your listener's imagination experiences it as real. Stories attract attention, clarify content, engrave the message in memory, and are easy to retell. But your time is extremely short — so don't tell a long story; use story handles:

• A visual or mental image — the largest part of the brain is dedicated to seeing; if you can't show an image, create one in their head.
• A good metaphor — "this strategy is like playing Russian roulette"; "our product is the Apple of the travel industry".
• A striking number — numbers make vague claims concrete: "our profit increased 85%".
• An example your listener knows — "when you buy a new car, our financing solution will…"
• Questions — they invite people to think. If your listener answers in a way that supports your message, 80% of the work is done.

Then turn the whole pitch into a short story of 2–4 minutes — and rehearse it until you know it by heart. If you don't know your story really well, you will run long. Success!

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