A elevator pitch it's a short, compelling introduction to who you are, what value you offer, and why it matters. It is often called an elevator pitch because it must be short enough to be delivered within the time constraints of a single elevator ride, typically 30 to 60 seconds.

While elevator pitches are often associated with entrepreneurship and selling ideas or products, they are broadly applicable. If you are networking, interviewing, meeting potential clients, presenting yourself at a conference – whenever you need to make a quick impression – having one locked and loaded gives you an edge.

The elevator pitch is not designed to sell your product or service, but to pique the other party's interest in continuing the conversation.

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'SHORE' framework

Originally designed for my private coaching/consulting clients, the SHORE framework is a surefire way to create an attention-grabbing pitch and leave a lasting impression.

Let's dive into each component of the framework and explore how you can use it to create a pitch that resonates with your audience and compels them to take action.

S – Solution

The first step is obvious identify the solution you offer and the benefits it offers to your target audience. Ask yourself, “What problem, challenge, or goal does it solve for my customers?” People pay attention to things that directly affect them, so it's essential to concisely define the specific struggle or desire you help address.

Instead of focusing on the features of your product/service, highlight the benefits and bring to life what your customer's reality looks like after engaging with you. While features and benefits may seem interchangeable, there is a key difference: a feature is an essential function of the goods or services offered, while a benefit is how that feature can improve the customer's life.

H – Help

Once you've clearly articulated the solution and benefits you offer, the next step is to specify WHO you help and how you uniquely help them. This is where you define your target audience and the ideal customer avatar, ensuring your message resonates with the people who need to hear it most.

When creating your elevator pitch for your target audience, it's essential to be as specific as possible. Instead of trying to appeal to everyone, focus on a specific niche (or market segment) that is most likely to benefit from your solution. By narrowing your focus, you can tailor your message to what is most likely to resonate.

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O — OPPORTUNITY

You want to highlight the potential outcomes, opportunities, and possibilities that arise from engaging with your solution. Focus on the transformational potential of your solution. Paint a picture of what success looks like for your ideal customer and how your solution can help them get there.

Go beyond simply solving a problem or addressing a challenge; instead, emphasize how your solution can open doors, create new opportunities, and help your customers achieve their goals. Create a powerful and inspiring vision of the opportunities that await you, motivating your prospect to act and seize opportunities.

R – Relatability

People buy from people they know, like and trust, and we tend to like people who are like us. Linking is essential in creating a strong connection with your audience and building trust.

You can rely on many elements of connectivitysuch as shared group affiliations, life stages, occupations/roles, shared obstacles, shared random favorites (like you're both wearing red shirts) … the list goes on.

Look for ways to highlight similarities and shared experiences with your prospects. People relate and trust more easily those who are perceived as similar to themselves. The goal is to create a genuine connection with your audience by showcasing your shared experiences, values ​​and understanding of their world, so you're better positioned to build trust and likeability, inspiring them to take action.

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E — Engage

Once you've captured your audience's interest, it's essential to explicitly state the next steps to continue the conversation. Many people focus so much on presenting themselves or their product that they neglect to include an obvious one call to action (CTA), leaving potential opportunities on the table.

Your CTA should be specific and actionable and make it easy for your audience to take the next step. Think about how they can contact you or how you can follow them. Be careful not to offer too many options, as a confused mind may not know what to do next and end up doing nothing. Instead, focus on providing one or two clear and direct ways for your prospect to further engage with you.

Additional tips

• Start with a bang: Start with an attention-grabbing statement or question that piques your audience's interest. This could be a unique fact, a surprising statistic or a personal anecdote that sets you apart. For example, I will often say, “My name is Wendy Shore – it rhymes with entrepreneur!” This often gets a chuckle and helps me spot.
• Make it conversational: The best spots don't feel like spheres; they appear as natural, engaging conversations. Avoid sounding overly repetitive or salesy by using a friendly, conversational tone. Pretend you're just having a conversation and focus on building a real connection.
• Practice, practice, practice: Delivering an engaging elevator pitch takes practice. Like a comedian perfecting his timing and delivery of a punch line, you'll want to practice your voice until it feels natural and effortless. The more you practice, the more confident and polished your delivery will become.
• Be adaptable: Listen actively and adapt your voice to address the specific needs, challenges, or interests of the person you're talking to. It's great to have more than one elevator pitch in your arsenal that's tailored to an offer or an audience.
• Keep it concise: Remember, the elevator pitch is meant to be short and sweet. Keep your pitch under 60 seconds, focusing on the most essential information. If you've piqued your audience's interest, they'll naturally want to learn more.

By combining the SHORE presentation framework with these additional tips, you'll be well on your way to creating a memorable, engaging presentation that opens doors and leads to opportunities.