Download 2. Explain What You Do

Crafting an Elevator Pitch
FEE 2013
You’re at the ESA meeting. During break time, while grabbing coffee, you bump into an
established scientist you’d like to collaborate with. After exchanging pleasantries, she asks you
what you do. You open your mouth, and then pause. Where on earth do you start? As you try
and organize your thoughts, the barista calls out her order and she smiles and walks away.
Had you been better prepared, you're sure she'd have stayed long enough to learn what you
could bring to her research team. This is just one example of a situation where it helps to have
an "elevator pitch." This is a short, pre-prepared speech that explains who you are and what
you do, clearly and succinctly.
Brief and persuasive—your elevator pitch should spark interest in your work. A good elevator
pitch should last no longer than a short elevator ride (20-30 seconds), hence the name. To be
effective, elevator pitches should be memorable. They also need to explain what makes you (or
your organization, product, or idea) unique.
It can take time to get an elevator pitch right. You'll likely go through several versions before
finding one that is compelling and sounds natural in conversation. Follow these steps to create
a pitch, but bear in mind you'll need to vary your approach depending on your audience.
1. Identify Your Goal
Start by thinking about the objective of your pitch. For instance, do you want to tell a potential
funder about your research program? Do you want to establish a connection with a new
collaborator? Or are you simply trying to explain what you do to your fiancées grandmother,
who is seated next to you at Thanksgiving dinner?
2. Explain What You Do
Focus on the problems that you solve and how your work benefits society. If you can, add
information or a statistic that shows the value in what you do. As you start writing, ask yourself
this question: what do you want your audience to remember most about you?
Keep in mind that your elevator pitch should excite you. If you don't get excited about what
you're saying, neither will your audience. People may not remember everything you say, but
they will remember your enthusiasm (or lack thereof).
Example:
Imagine that you're creating an elevator pitch that describes what you do. You plan to use it in
a mixer that includes foundation heads. You could say, "I research how fragmentation
influences Culex mosquito populations.” That’s short, but it's not very memorable.
A better explanation would be, "People living in cities are more vulnerable to West Nile virus
infection—especially those in low-income neighborhoods. My work focuses on understanding
why the mosquitoes that spread the virus thrive in urban areas, with the goal of minimizing
risk.”
3. Communicate Your Unique Selling Point
Identify what makes you or your idea unique.
Example:
"Rather than controlling mosquitoes with pesticides, which can have unwanted side effects, we
are working with city officials and citizens to minimize environmental conditions that favor
mosquitoes, such as standing water and leaky roofs.”
4. Engage With a Question
After you communicate your unique selling point, you need to engage your audience. To do
this, use open-ended questions to involve them in the conversation.
Example:
You might ask: "Do you know anyone that has been impacted by an emerging infectious
disease, such as West Nile virus or Lyme disease?"
5. Put it all Together
When you've completed each section of your pitch, put it all together. Then, read it aloud and
time how long it takes. Your elevator pitch should be no longer than 30 seconds. Otherwise you
risk losing the person's interest, or monopolizing the conversation.
Try to cut out anything that doesn't absolutely need to be there. Remember, your pitch needs
to be snappy and compelling, so the shorter it is, the better!
Example:
Here's how your elevator pitch could come together:
People living in cities are more vulnerable to West Nile virus infection—especially those in lowincome neighborhoods. My work focuses on understanding why the mosquitoes that spread the
virus thrive in urban areas, with the goal of minimizing risk.
Rather than controlling mosquitoes with pesticides, which can have unwanted side effects, we
are working with city officials and citizens to minimize environmental conditions that favor
mosquitoes, such as standing water and leaky roofs.
Do you know anyone that has been impacted by an emerging infectious disease, such as West
Nile virus or Lyme disease?
6. Practice
Like anything else, practice makes perfect. Remember, how you say it is just as important as
what you say. If you don't practice, it's likely you'll talk too fast, sound unnatural, or forget
important elements of your pitch.
The more you practice, the more natural and conversation-like your elevator pitch will sound.
Be aware of your body language as you talk, and be sure to talk to—and not at—your listener.
Practice in front of a mirror or, better yet, in front of colleagues until your pitch feels natural.
Tip 1:
You may want to keep small take-away items with you, which you can give to people after
you've delivered your pitch, such as a business card.
Tip 2:
Remember to tailor your elevator pitch for different audiences.
Key Points
An elevator pitch is a brief, persuasive speech that you can use to spark interest in what you do.
An elevator pitch needs to be succinct, while conveying important information.
To craft an effective pitch, follow these steps.

Identify your goal

Explain what you do

Communicate what makes you and your work unique

Engage with a question

Put it all together

Practice
Adapted from: http://www.mindtools.com/pages/article/elevator-pitch.htm