Ah, the Elevator Pitch. The term alone leaves most of us in a cold sweat, searching for excuses to bail. We fumble about, using meaningless buzz words and industry-specific phrases that aren’t universally understood.

I’ve met marketers, sales directors, even CEOs who cannot succinctly explain what their company/product is. And it’s no wonder… mastering the Elevator Pitch is hard and it’s a constant work in progress. Here are some guidelines for creating your elevator pitch so that when you’re on the spot, you can deliver.

GET CLARITY: Avoid using flowery, over-complicated language. It can cause further confusion or – even worse – give off the impression of talking down to someone.

STAY FOCUSED: Don’t drone on about features, packages, pricing, etc. The elevator pitch is all about the essentials.

Remember: This isn’t the end all be all. Hopefully, your pitch opens the door for a conversation when you can elaborate, answer questions, and provide additional detail. But first, you have to start with something clear and compelling.

BREAK IT DOWN: There are five essential parts to an elevator pitch – and the first one is a gimme to get you started…

1. (Company name) is a 2. (product/industry) that helps 3. (target market) solve/capitalize on 4. (problem or opportunity) by 5. (how you help).

Remember: Your pitch will vary based on audience, setting, etc. This may not be the formula you want to use for a formal presentation when raising capital. But it will come in handy for sales calls and emails, networking events, meetings, or chance run-ins.

IT’S NOT A SCRIPT: Your elevator pitch shouldn’t be recited word-for-word. It’s a guideline to start a dialog, not just answer a question. Keep it natural and conversational.

SHARPEN YOUR SAW: Wanna perfect your elevator pitch? Practice and refine it by incorporating video into your strategy. Videos must be quick and punchy to be effective – much like an elevator pitch. The more videos you create and send, the more you’ll comfortable you’ll be with your pitch on the phone and in-person.

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