“If you can’t explain it simply, you don’t understand it well enough.” Albert Einstein

The elevator pitch isn’t just for job seekers anymore. Today, business leaders are using this technique to make connections within and outside of their industries. In order to influence the people who can help turn ideas into reality, business leaders need to present their ideas in a straightforward, convincing way.

Here are suggestions on how to perfect your elevator pitch and use it to your benefit:

Short is Good

This is the very essence of the elevator pitch. It is named for the fact that an elevator ride typically takes between 30 and 60 seconds. To be able to convey the gist of your pitch succinctly, ensure that it is concentrated in terms of content but light in terms of words. Pick each word for impact.

Remember, Sergey Brin and Larry Page secured their first round of funding with this pitch: Google organizes the world’s information and makes it universally accessible.

Rambling is Bad

The “short is good” rule refers to the content of the pitch, not simply its duration. Don’t make the mistake of trying to cram two minutes of words into one – it will only diminish the true value of the idea that you want to express. The incoherence aside, accelerated speech gives the impression of nervousness instead of the confidence that you want to embody.

A Central Message

Your entire message must have at its center the idea in its purest form. The central message is not about you, it is about the audience – tell them the major positive impact your idea will have on their lives. This tactic was a favorite of Steve Jobs, who used it every time he launched a new product. When launching the first iPod in 2001, Jobs capitalized on the idea of being able to “carry 1000 songs in your pocket.” This simple pitch changed the way people listen to music – they no longer needed CDs because they were able to take their entire music collection with them.

Adapt to the Audience

It is rare for a pitch, no matter how good, to be recognized for its value immediately. Most times, you will need to field your idea a number of times to a range of people. While there should not be too much variation from the central message, adapt the overall pitch to the audience.

Is there a particular emerging trend in their industry to which you can tie your idea? Will using their jargon express your vision more clearly? Talk to them in the language they understand.

Have the Answers

Good business leaders have a keen eye for detail – they will recognize both the advantages of your plan and the potential problems. They will ask questions, which is a positive sign. Curiosity tells you that your idea is being considered seriously so don’t squander the opportunity to alleviate any concerns your audience may have. Scour your pitch for potential areas of concern prior to giving it and have the right answers ready.

Please contact me today if you have any questions about perfecting your elevator pitch.