With the Make Market Launch IT event last weekend, I’ve been thinking a lot about how powerful events can be for finding new clients—and JV partners. In order to maximize these opportunities and form strong new relationships, you need to be ready to answer that age-old question:

So . . .  what do you do?

Now, the question I have for you is: Are you equipped to answer in a way that serves you and your business—and could lead to future leads? 

Being able to express what you do in a few words can be tough. But when it comes to talking up your business, you need to be able to communicate your message quickly and effectively to hold your listener’s focus.

An effective elevator pitch—a mini-presentation about your business that’s designed to catch the attention of someone who doesn’t know you—incorporates three elements:

1. A hook to immediately grab the attention of the person you’re talking to and make them want to hear more.
2. A unique key benefit that shows your listener why they should be interested in you.
3. Something memorable, either in the content or in your passion as a presenter—and ideally both.

You don’t have to give your audience the whole story up front. You just want to offer a taste of the most intriguing aspects of your business to whet their appetite. And a few more tips to enhance your pitch:

1. Craft a killer opener. I could say that I’m a product creation and marketing consultant and entrepreneur, or I could say that I help entrepreneurs monetize their expertise and their passions to create the business of their dreams. That’s quite a difference.
2. Focus on your listener. Keep in mind that people are most interested in their own problems, wants, and needs. Although you’re pitching your business, make sure the main focus is on who they are and how you can help them. This is the surest way to hold their attention.
3. Be specific. Use details to make your pitch more concrete. If you’ve written best-selling books, say how many. Instead of saying that you’ve been in your line of work for a long time, say “12 years.” If you’ve worked with famous celebrities or recognized names in your field, go ahead and say so.
4. Perfect your delivery. Studies show that only 7% of the meaning people derive from your communication comes from the words themselves. But a whopping 55% comes from your physiology, and 38% from the tone of your voice. Strive for warm, natural, and confident delivery, and remember to breathe to keep yourself from talking too fast.
5. Be prepared with your close. How will the conversation continue? Will you send them an email or set up a phone call? 

I’d love to hear your thoughts. Share your tips—or the first few lines of your elevator pitch—in the comments below!