When internet business was booming many years ago, it was close to impossible to get appointments with venture capitalists. The only chance a lot of folks ever got was being fortunate enough to ride up in an elevator with someone important. Between the time the doors closed and the person got off at their floor, the hopeful entrepreneur did his best to pitch his business idea. The quick talk became known as an elevator pitch.
Whether anyone actually uses them for that purpose or not, the term has stuck and for good reason. By forcing a person to think of just the right words to effectively explain their business, the elevator pitch has become an important tool for business people. And I think it’s CRITICALLY important for you and here’s why:
Sit down, long, drawn out meetings are rare in the industry. It’s likely that you will be shouting about your life’s dream in some noisy club or between songs at a recording session or just as you’re about to dash on stage for a performance. And when the moment comes when you’ve FINALLY got someone’s ear, you better be able to say what you’re about and why it matters quick.The Dumb Little Man blog has just the thing for you in a post called “How to Craft a Killer Elevator Pitch That Will Land You Big Business.” The post “will explain the elements of a powerful elevator pitch and then walk you through how to craft yours.”
As a person in marketing, I’m especially drawn to #2: “Use language that everyone understands. Don’t use fancy words thinking it will make you sound smarter. Your listener won’t understand you and you’ll have lost your opportunity to hook them.” This sounds like a “duh”, but it is difficult to do. I know you think you’ll only be dealing with people ‘in the know’, but you’re wrong. I’m not suggesting that it has to make sense to everyone regardless of age or interest, but just be mindful of not talking insider catch phrases all the time.
And #5: “Tell a story.” People think in stories, not in facts. If I ask you about your trip to the grocery store, you will not tell me turn by turn directions and each of the items you placed in the cart. You’ll say “fine, but I have to tell you about this hilarious person I saw….” So, don’t tell people about how many cool songs you’ve written. Tell people a story about the affect your music has on people (and not just that they “think it’s cool”).
You will be tempted to think that certain items in this article don’t apply to music. You’re wrong. Keep an open mind and consider how and why each of the points could help you hone your message. For instance, you may think that crafting a hook is cheesy and manipulative. But that’s not the point. What this means is you better be able to effectively describe what you do that peaks someone’s interest. It isn’t the WORDS that are the hook, it’s the thing you do.
You may also scoff at this whole idea and say that “my music speaks for itself.” That’s true at gigs, but what about when you’re interviewed by a magazine or newspaper? Or if you appear on TV or radio and you haven’t yet performed? People will flip the page and change the channel if they don’t have a compelling reason not to. And what about all those potential fans you could convert at the grocery store if you simply had the right thing to say before it’s your turn to check out?
Careers are built and sustained on the little things – sometimes in 30 to 60 second increments.
