How to create a compelling 30-second pitch

October 5th, 2006 by Cristina Favreau

How often have you been stumped when asked, “What do you do?” Do you start rattling off the services you offer from A-Z, a complete list of those you’ve serviced, your industry credentials, and your education?

Chances are you’ve lost them when you started listing your services. In my case, I lose my audience even before that, when I say “I’m a Small Business Coach.” Just because they are standing there nodding, doesn’t mean they’re interested, understand or even need what you offer.

So, how do you create a 30-second pitch? Well, there are many ways, but I’ll share with you a few of my favorites:

  • Start with a question that addresses your target. Start with “You know how [your target market] [name their greatest challenge] and [what they lose, or the pain that results from this challenge]?” [You want your audience to say "Heck yeah! That's me!" or someone they know]. “Well, I help those people [name the greatest benefit of what you have to offer.]” Here’s mine: “You know how entrepreneurs hate selling or aren’t sure what marketing techniques work, and they don’t get enough clients? My name is Cristina Favreau, and I help those people come up with immediate strategies without the hard sell so they get clients in less than 1 month.“
  • Specify who you help and what they’ll gain/lose/improve/etc. A variation of the above. The formula remains somewhat the same. “I help [your target market] [overcome this challenge or gain something they want] so they [name the benefits they get].” Here’s mine: “My name is Cristina Favreau. I help professionals in the service industry simplify their marketing and self-promotion so they gain visibility, credibility, and get clients.“
  • Share a resource. This is best used when introducing yourself to a group who already has a general idea of what you do. My favorite resources to share are websites or online tools. Sometimes I’ll tell the group about an upcoming online networking event. Basically, you are showing how resourceful you are, which highlights the benefits of working with you.

The secret lies in preparation. Before going to your next networking event, think about how you’ll highlight the problem/pain/challenge you solve and what they’ll gain or how they’ll specifically benefit from your services. Then write it down, practice it out loud and get feedback from someone else. Once you’ve perfected it, use it all the time. It’s part of your branding technique.

There are many other “formulas” out there, so why don’t you share with us yours.

Category 30-Second Intro, Branding, Defining Your Services, Self-promotion, Selling Your Services | View Comments

View Comments to “How to create a compelling 30-second pitch”

  1. on 06 Dec 2006 at 12:07 PM   JibberJobber Blog "Blog Archive" The Professional's Job Search Creed - 7 of 10

    [...] I remember introducing myself to a new group of people – there were only about 6 of us – and I said “I manage a software company, have been IT Manager of this other company for a few years, have a degree in CIS and an MBA.”; I was pretty darn proud of myself – until the main guy running the group (who works as a sr. project manager at a huge international company) said “oh yeah, I know your type.” Know my type? Know my type?? Man, how did I manage to paint myself into that stereotype?? I hadn’t really been trained in this elevator pitch thing, and had no unique value add proposition, and had thus allowed myself to be typed. And when I was typed that way, I became cliché. Which is not what anyone wants to be. [...]

  2. on 16 Jan 2007 at 1:34 AM   The Timesaver » “Designing a Compelling 30-second Pitch” Networking Event - Wed., January 17

    [...] Good for you! And now what???   When you answer the “So, what do you do?” question, do you get blank stares or lose your audience?   How would you like to evoke this reaction instead: “WOW! That’s exactly what I need! Can you give me more details?”   The secret to successful networking lies in PREPARATION and FEEDBACK!   Join Cristina Favreau on Wednesday, January 17th, 2007, at 6pm CST/ 7pm EST/ 4pm PST as she co-hosts the next BRPD’s MEMBERS ONLY business/ networking event with Rima McDonald.   Her theme is “Designing a Compelling 30-second Pitch.”   And what better way to launch such an event than by highlighting a priceless networking skill: crafting your own 30-second introduction.   Not only will you use this introduction during networking events, but you’ll also use it on your website, membership profiles, marketing materials and so much more.   Here’s how it works….   Cristina will share with you her own successful recipe (as featured on her blog) as well as some new tricks. But she won’t be doing all the talking…   After she showed you how, you will be introducing yourself to the group, using your own compelling introduction.   Doing it this way accomplishes two important goals: testing your new introduction and networking with the other participants.   Want to get even more out of the event? Come prepared with these elements:   *Your target audience (who, specifically; not just “small business owners” or “accountants”) *Your specialty (again, be specific) *The main challenges/pains your target audience faces (no more than 2 or 3) *How you help them overcome these challenges/pains *What is the main benefit? Can it be measured?   Having this information ready and in front of you during the presentation will help you pay close attention to the crafting process, instead of coming up with this information on-the-spot.   Admission is FREE.   This event is exclusively for registered users (members) of the Business Resources Podcast Directory, so please register as a user (member) of the directory to attend this event. You will receive an email about the event and a link to reserve your spot upon your registration.   There’s no fee to register as a user (member) of the directory.   Note that this is an online event, you will need a computer headset plugged in your computer to attend this event. [...]

  3. on 01 Nov 2009 at 7:36 AM   samhowson

    Once you've honed your pitch, why not market yourself or your company by making a 30 second commercial? It's the way the future is moving. http://carbonfilms.co.uk/Carbon_Films.html

  4. on 09 Mar 2010 at 2:26 PM   makenahayesgargonnu

    Great information. I will definitely think of a question to say first before I say my name. This is ingenious!

  5. on 01 Jun 2010 at 3:04 PM   Precise Small and Medium Food

    Wao!!!! Thanks in advance. I always like to make new things and it is a perfect one for me.

  6. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  7. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  8. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  9. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  10. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  11. on 21 Jul 2010 at 4:37 PM   no no hair

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  12. on 21 Jul 2010 at 4:37 PM   no no hair

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  13. on 21 Jul 2010 at 4:37 PM   no no hair

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  14. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  15. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  16. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  17. on 21 Jul 2010 at 4:37 PM   no no hair

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  18. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  19. on 21 Jul 2010 at 4:37 PM   no no hair

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  20. on 21 Jul 2010 at 4:37 PM   no no hair

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  21. on 21 Jul 2010 at 4:37 PM   no no hair

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  22. on 21 Jul 2010 at 4:37 PM   no no hair

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  23. on 21 Jul 2010 at 4:37 PM   no no hair

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  24. on 21 Jul 2010 at 4:37 PM   no no hair

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  25. on 21 Jul 2010 at 4:37 PM   no no hair

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  26. on 21 Jul 2010 at 4:37 PM   no no hair

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  27. on 21 Jul 2010 at 4:37 PM   no no hair

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  28. on 21 Jul 2010 at 4:37 PM   no no hair

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  29. on 21 Jul 2010 at 4:37 PM   no no hair

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  30. on 21 Jul 2010 at 4:37 PM   no no hair

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  31. on 21 Jul 2010 at 4:37 PM   no no hair

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  32. on 21 Jul 2010 at 4:37 PM   no no hair

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  33. on 21 Jul 2010 at 4:37 PM   no no hair

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  34. on 21 Jul 2010 at 4:37 PM   no no hair

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  35. on 21 Jul 2010 at 4:37 PM   no no hair

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  36. on 21 Jul 2010 at 4:37 PM   no no hair

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  37. on 21 Jul 2010 at 4:37 PM   no no hair

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  38. on 21 Jul 2010 at 4:37 PM   no no hair

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  39. on 21 Jul 2010 at 4:37 PM   no no hair

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  40. on 21 Jul 2010 at 4:37 PM   no no hair

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  41. on 21 Jul 2010 at 4:37 PM   no no hair

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  42. on 21 Jul 2010 at 4:37 PM   no no hair

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  43. on 21 Jul 2010 at 4:37 PM   no no hair

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  44. on 21 Jul 2010 at 4:37 PM   no no hair

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  45. on 21 Jul 2010 at 4:37 PM   no no hair

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  46. on 21 Jul 2010 at 4:37 PM   no no hair

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  47. on 21 Jul 2010 at 4:37 PM   no no hair

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  48. on 21 Jul 2010 at 4:37 PM   no no hair

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  49. on 21 Jul 2010 at 4:37 PM   no no hair

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  50. on 21 Jul 2010 at 4:37 PM   no no hair

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  51. on 21 Jul 2010 at 4:37 PM   no no hair

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  52. on 21 Jul 2010 at 4:37 PM   no no hair

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  53. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  54. on 21 Jul 2010 at 4:37 PM   no no hair

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  55. on 21 Jul 2010 at 4:37 PM   no no hair

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  56. on 21 Jul 2010 at 4:37 PM   no no hair

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  57. on 21 Jul 2010 at 4:37 PM   no no hair

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  58. on 21 Jul 2010 at 4:37 PM   no no hair

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  59. on 21 Jul 2010 at 4:37 PM   no no hair

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  60. on 21 Jul 2010 at 4:37 PM   no no hair

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  61. on 21 Jul 2010 at 4:37 PM   no no hair

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  62. on 21 Jul 2010 at 4:37 PM   no no hair

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  63. on 21 Jul 2010 at 4:37 PM   no no hair

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  64. on 21 Jul 2010 at 4:37 PM   no no hair

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  65. on 21 Jul 2010 at 4:37 PM   no no hair

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  66. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  67. on 21 Jul 2010 at 4:37 PM   no no hair

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  68. on 21 Jul 2010 at 4:37 PM   no no hair

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  69. on 21 Jul 2010 at 4:37 PM   no no hair

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  70. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  71. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  72. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  73. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  74. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  75. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  76. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  77. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  78. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  79. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  80. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  81. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  82. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  83. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  84. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  85. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  86. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  87. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  88. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  89. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  90. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  91. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  92. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  93. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  94. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  95. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  96. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  97. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  98. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  99. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  100. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  101. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  102. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  103. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  104. on 21 Jul 2010 at 4:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

  105. on 21 Jul 2010 at 12:37 PM   no no hair

    First impressions are everything these days so having a good pitch ready can make or break a potentially huge business relationship.

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