It is often said that startup founders and entrepreneurs should practice their elevator pitch. For book authors, such as myself, the advice is similar: “Work on your book pitch!”
The experts want entrepreneurs to explain to potential customers and investors their unique value proposition and how this is different from other offerings, within the time span more or less of a 30-second elevator ride.
It sounds reasonable, but my view is slightly different.
I agree that marketing is about discovering the right words, phrases and visuals that get people interested in—and hopefully excited about—a product or service. But I struggle with the traditional view of the elevator pitch as a 30-second script.
It never worked for me.