Surviving the 30-Second "Elevator" Pitch

Acquaintance:  "I hear you wrote a book," says the acquaintance more to fill time than out of interest.

You: smile in anticipation of a positive response, a meeting of minds - author and reader locked in mutual admiration for the written word . . . your word!

"I did," you say and think (as your stomach does a roll), well, isn't that a dynamic opening!

Acquaintance: "What's it about?" asked with mild curiosity.

You: "Well, uh. There's a family . . ." And this is where it falls apart!

Writing a two hundred, eighty-six  paged book is easy compared to pitching a condensed 30-second "elevator" message. Most authors are tossed into panic; myself included. The defining moment for a beautifully written and well thought out plot begins with a throat clearing, a shuffle, and a stammer in a high pitched squeak. What would the hero or heroine in the book do? Not this, obviously.

With a little practice and forethought, the right words form through the sputters before the lone reader imparts and before the fight/flight response becomes palpable in the room and the acquaintance bulls his or her way into the crowd and vanishes.

For myself . . . if I think of telling the story as relaying a family classic (about the time Dad set fire to the . . .) then key words and phrases become natural and usually elicits a favorable response or chuckle from the person who naively asked, "So, what's it about."

There are three key elements to think about when preparing:

KNOW YOUR AUDIENCE - You may start by asking the interested reader if they enjoy (whatever the topic or genre is). If you engage them first and learn a little about their interests, you may be able to refer to a page or chapter in the book that will hit a personal note with them. Find five adjectives that best describes your story and use them or cite excerpts from one or two of your best quotes or reviews.

KNOW YOURSELF - Hand them a card. Invite them to visit your website and FaceBook Fan Page. If they exchange cards with you, ask if they'd like to be notified of upcoming events or blogs. Make them feel a part of the experience, because they are.

KNOW YOUR BOOK - Where is it available? Do you have any special events coming up? Offer to autograph their copy. Give them a snippet of back story that not many people know. Most people love trivia. Do you have tie-in sales items, such as: bookmarks, pens, etc.? We all love gifts.

It's amazing how much information you can fit into 30 seconds. Is it possible for you to "brand" yourself in that little time? You betcha! With a little practice, and trial and error, you'll find yourself, your style and your audience.

I'd love to hear your success stories.