Imagine walking onto an elevator and having a complete stranger ask you about the book in your hand-a book that happens to be a copy of your latest publication.
The pitch you offer about the book between the time the elevator door closes and the time you reach the next floor where your inquisitive friend exists is an estimated 30 seconds.
That 30 seconds is all you have to sell your book.
If you have already rehearsed your “elevator pitch,” then you are ready to take advantage of the opportunity.
There is absolutely nothing intriguing about a sales person who begins their pitch with, “well, I guess you could say it’s a story about the love a man has for his wife and children.”
You want your pitch to be memorable.
You want your pitch to be something that inspires their need to learn more.
You want your pitch to showcase what they can gain by reading your book instead of showcasing what you know or offer.
How do I prepare an elevator pitch?
Step #1: Complete the following sentence:
(Insert book title) helps (target audience) get (solution you offer).
“How Love Got Started” helps married Christian couples get a real-life example of how a family can define and live their God-given assignment in life.
Step #2: Summarize your book’s story and competitive edge in 1-3 sentences:
The more concise your summary is, the better. If you are sharing this message while you are on the go, chances are that your listener is in the middle of doing something and only needs the highlight.
Your mission is to get them hooked so that they want to learn more, not to give them the “Cliff Notes” version of your book.
In just under 100-pages I highlight the lessons I learned about building a happy Christian marriage and raising a Christian family. I close out each chapter with questions that challenge readers to apply the lessons to their own families. I finally wrote the book because people who know about how my eight siblings and I are all Christian ministers who successfully live by these principles have been encouraging me to write it for years.
When you write your elevator pitch, practice saying it out loud and revise it until it flows naturally for you. Once you have written it, you should practice saying it until it flows automatically without any hesitation each time you have the chance to tell someone about your book.
The message you share in your elevator pitch should be the same message you share over and over again through your sales materials, in your book blurb on the back of your book, on your website, and everywhere else you share your message.
Of course you can customize your message to fit your needs, but the elevator pitch you prepare should be used consistently.
Question-What is your elevator pitch?
Image by: Chris McKenna (Thryduulf) [CC-BY-SA-4.0 (http://creativecommons.org/licenses/by-sa/4.0) or CC-BY-SA-3.0-2.5-2.0-1.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons