How to Create a Winning Elevator Pitch – Top 11 tips

How do you write a winning elevator pitch? What should a 5 minute elevator pitch look like? What are the top elevator pitch tips? How to pitch a business idea in 2 minutes? What are the top elevator pitch tips?

You have 30 seconds to grab an investor’s attention. Miss the mark, and your billion-dollar idea gets lost in the noise. Here’s how top fund managers and founders craft elevator pitches that win deals—backed by lessons from a £1 trillion investor showdown

Meet the Author: Benjamin Ball

Ben is the founder of Benjamin Ball Associates and leads the presentation coaching and pitch deck creation teams. Formerly a corporate financier in the City of London, for 20+ years he’s helped businesses win with better pitches and presentations, particularly investor pitches. He is a regular speaker and a guest lecturer at Columbia Business School and UCL London.  Follow Ben on LinkedIn or visit the contact page. 

Why You Need A Killer Elevator Pitch

At a recent SuperReturn conference, we chaired a session where seven fund managers pitch to investors controlling £1 trillion. The winner? A 90-second pitch that secured follow-ups with many eager investors in the room.

This article reveals how to create that same impact – whether you’re pitching a business, fund or yourself. We’ll share:

• The 5 pillars of investor-ready pitches (with before/after examples)
• Lessons from the £1 trillion pitch competition we chaired
• Templates for different scenarios

Why Most Elevator Pitches Fail

Investors hear hundreds of pitches annually. Most fail because they:
✓ Prioritise features over benefits
✓ Use jargon instead of plain English
✓ Forget to ask for action

As Blaise Pascal wrote: “I would have written a shorter letter, but I did not have the time.” Good pitching is about ruthless editing.

What is an Elevator Pitch?

Imagine you have a captive audience for just an actual elevator ride – that’s the essence of a good elevator pitch for investors. In those brief moments, you need to spark interest, grab your audience’s attention, showcase your potential, and give just enough information for your target to want to hear more. It’s daunting, but with the right approach you can shine.

Preparing a 5-Minute Elevator Pitch (or shorter)

If you need to give a short pitch – an elevator pitch – for your business or for your fund you know how tough it is. Whether you are a business owner or a fund manager, an effective elevator pitch is a core skill. Whether you are pitching a business idea in 2 minutes or 5 minutes, you need to get it right.

Writing and delivering a powerful elevator pitch – whether a 5-minute pitch or a 30-second pitch – is a core leadership skill.   If you attend investor conferences like Super Return, Fund Forum, or other networking events, you’ll need your elevator pitch over and over again when you meet investors.  We share below some best practices techniques you can use for a good elevator pitch.

We’ve been coaching business executives and fund managers to create compelling elevator pitches with our award-winning presentation coaching for over 15 years. 

What Investors Crave

Before crafting your elevator pitch, understand your audience. Investors seek three things:

1. Clarity: They need to grasp your business or fund’s core offering in seconds.
2. Likeability: They want to connect with you, get a strong first impression, and feel confident in your leadership.
3. Trustworthiness: Your pitch should inspire confidence in your ability to deliver results.

Let’s review each of these pitching tips in turn:

1. Tailor Your Pitch for Your Audience

Remember, a one-size-fits-all approach won’t work. You need to tailor your sales pitch to each investor or audience, highlighting aspects that align with their interests.  For example, if you know your investor, then you can talk about what you offer in terms of what they already do.  If you don’t know your investor, then you should be asking questions about them and their interests before you start pitching. 

It’s a real art to have an effective elevator pitch that is both consistent, but also flexible enough to adjust on the fly.   

For example, when I was chairing an investor elevator pitch competition at SuperReturn a few years ago, first prize was secured by John Cheuk of the venture capitalist Ant Capital.  Using the whole 90-seconds he clearly laid out why there was value to be found in Japan and how Ant Cap was well placed to capture this value.  Ant does this by investing in small and mid cap buyouts.

2. Keep it Simple

The biggest mistake most people make with their elevator pitches is to pack in too much information.  Instead, when you build your entire pitch around one key message you make it easier for your investor. Elevator Pitches are about quality not quantity.  Edit ruthlessly – every word counts.

And remember, the purpose of a good elevator pitch is not to sell the end results.  It is to intrigue your audience so that they want to hear more. 

For example: Demonstrating that quality beats quantity every time, in the pitch competition, Simone Balch of DW Markets secured second place in this popular competition. Speaking to a packed conference hall Simone gave her carefully crafted pitch in just 45 seconds – half the allotted time.  That was just long enough to grab attention and get people wanting to meet her and learn more.  Job done.

3. Think Big, Aim Bold

You are fighting for attention at a networking event. The bigger your ideas, the easier it is to connect with your audience and the easier it is to stand out. You will find that one big idea is much more powerful than five ordinary ideas.  The more you pack into your elevator pitch the more your best ideas get diluted. That means when you find your great idea that will underpin you pitch, spend time reinforcing it, illustrating and making an impact with it.

Top tip: Don’t drown your audience in detail. And don’t stick to cold facts alone.  Facts are not persuasive by themselves.  What those facts mean for your investor is what is interesting.  And if you can add some bold ideas, you’ll grab attention and make you pitch memorable.

Why Pick Benjamin Ball Associates for Your Coaching

At Benjamin Ball Associates, we’ve been coaching business people to improve their business communication skills for over 15 years.  Our coaching is fast and effective.  We work with individuals and with companies, one-to-one and in groups.  Call us today to learn more.

“I honestly thought it was the most valuable 3 hours I’ve spent with anyone in a long time.”

Mick May, CEO, Blue Sky

Our most popular training courses include:

• Presentation Coaching
• Public Speaking Coaching
• Investor Pitch Support and Coaching

Trusted by some of the most successful companies globally

Speak to Louise on +44 20 7018 0922 or email info@benjaminball.com to transform your speeches, pitches and presentations.

Speak to an expert. Get a free consultation

4. Leave a Lasting Impression

Anyone can talk for 5 minutes. But few people can make an impact. Work out what you can say that will stick at a networking event. For example, find something unusual, different, or unique.  The brain loves novelty, and that is what will get remembered.

Strive for uniqueness. A novel approach or unexpected fact will stick in their minds.

For example, if you were selling a new window glass that stopped birds flying into it, you could start: In the US alone, one billion birds die every year by crashing into windows. That’s 300 million birds a day. This glass will save those birds.

5. Clarity is King

Short, powerful sentences and plain English will make sure your message is understood.  The one trick that business leaders discover is that the simpler your language the more powerful and persuasive it becomes.  A quick rule of thumb is to imagine that the target for your elevator pitch is a bright 15-year-old.  If they understand, anyone will understand.

For example, see the difference between: (long complex words) “The portfolio strategy is to create the right dynamic between various sectors and the risk parameters within those sectors.”  …and another version using simpler words. “We manage risk carefully.  We do this by investing across sectors.  And we constantly monitor the dynamics within each sector.” Your value proposition is easier to understand if told in simple words.

6. Use Pace, Pause and Passion

Rushing dilutes your impact. Speak clearly and use pauses for emphasis.  As a rule of thumb, a pause every 5-10 words makes it easier for the listener to digest what you are saying.  Structure what you say so that you deliver just one idea at a time.

For example, Try speaking the following line and vary where you pause, where you emphasise, and where you show your enthusiasm. 

“A pause shows poise, control, confidence, use it, master it”

7. Match Your Delivery to Your Words

Enthusiasm is contagious. Let your passion for your venture shine through.  For example, if you say this is an exciting opportunity then make sure your voice and body language match your words.  If there is a mismatch between the way you act and your words then you quickly lose credibility.

For example, how often have you heard a public speaker say: “I’m really pleased to be here” and immediately spotted that they were being insincere.  Our brains are very quick at picking up where people’s attitude and their words don’t match.  That why practise is so important to make the right impression.   

8. Structure with Purpose

A well-crafted, concise pitch trumps a long-winded one. You want to use a tried and tested elevator pitch structure.  

In 5 minutes, you will only speak around 5-700 words.  You cannot afford to waste time. What you must not do is pack in information.  This is a common mistake. A great elevator pitch structure is simple, streamlined, and easy to understand. For example, if you say just one thing, and that thing is what your audience wants to hear, you have done a great job. Say less.  Edit ruthlessly.

Of all the elevator pitch templates, A great example of an Elevator Pitch structure you can use is:

1. Connect with your opening words, so you audience feels good and receptive
2. Lay out one big idea
3. Demonstrate a proof point
4. Ask a question

9. Start Strong, End Stronger

Hook them from the beginning and leave a lasting impression with a memorable closing.

The beginning and end of your own elevator pitch matter most. Start with a bang and finish with a strong take-away line. Your start sets expectations and your last line sticks in the mind. When we coach people to help create compelling elevator pitches, a huge proportion of the time is spent perfecting the starts and ends of their pitch.

For example, starting with a rhetorical question, a startling statistic or a provocative statement are all tried and tested ways of making a mark.

At the end you want them interested enough to ask for your business card.

10. Practice Makes Perfect

Practise your pitch until it’s second nature. Confidence is key.  Keep testing it out and keep changing.  Never be happy with your first draft.  Keep changing. Keep improving.  Get regular practice. And after every pitch ask yourself, “What went well?”  “What could be better next time?”

And practise a wide range of different situations: someone who’s very interested; someone who’s resistant; someone who is an expert; someone who knows little about the subject.  You want to be fully comfortable flexing your elevator speech for these different situations.

11.  For a Great Elevator Pitch Get Expert Guidance

Consider professional coaching to refine your pitch and presentation skills.  Often, it’s the shortest elevator pitches that are hardest to deliver well.  But they are also the most effective elevator pitches. When you get it right it’s a powerful business tool – particularly if you are faced with a room of investors managing $1 trillion. That’s why so many people use experts like BBA to help them prepare powerful pitches. We’d be delighted to help you too.

The 5 Pillars of Winning Pitches

This summarises the 11 tips above

1. Audience-First Messaging

• Tailor: “When pitching to ESG funds, we highlight our 40% carbon reduction first”
• Simplify: Replace “cross-sector risk parameter optimisation” with “we protect your money like an insurance policy”
• Think bold: “Japan’s SMEs represent a £1.5 trillion opportunity – we’re the only fund accessing them”

2. Use Storytelling That Sticks

• Open strong: “Every year, 1 billion birds die hitting windows. Our glass prevents 95% of collisions”
• Use novelty: The brain remembers unusual facts 3x longer
• Close with action: “Let’s discuss how this could deliver 30% IRR for your portfolio”

3. Master Your Delivery

• Pace/Pause: Insert a 2-second pause before your key statistic
• Passion: Your energy level should match your words (record yourself to check)
• Non-verbal alignment: Maintain eye contact for 3-5 seconds per person

4. Edit Ruthlessly

Our clients typically:

1. Write a 300-word draft
2. Cut to 150 words
3. Refine to 75 compelling words
   

5. Practise Like a Pro

• Role-play with a coach for different investor types
• Watch yourself on video and note:
  • Where do you look uncertain?
  • Which phrases stumble?
• “The average executive needs 7 rehearsals to sound spontaneous”

Next Steps to a Winning Pitch

Feeling ready to take your pitch to the next level? We offer personalised pitch coaching to help you refine your message, structure your presentation, and build investor confidence.

With the right approach, you can turn your elevator pitch into a powerful tool that not only highlights your company’s potential but also inspires confidence and action from those across the table.

To make it all easier, get in touch. We’ve been writing and improving elevator pitches for 15+ years. We’d be delighted to discuss how we can help you.

Speak to an expert. Get a free consultation

Why Choose Us:
Transform your pitches and presentations with tailored coaching

We can help you present brilliantly. Thousands of people have benefitted from our tailored in-house coaching and advice – and we can help you too.

“I honestly thought it was the most valuable 3 hours I’ve spent with anyone in a long time.”

Mick May, CEO, Blue Sky

For 15+ years we’ve been the trusted choice for leading businesses and executives throughout the UK, Europe and the Middle East. We’ll help you improve corporate presentations through presentation coaching, public speaking training and expert advice on pitching to investors.

Some recent clients

Unlock your full potential and take your presentations to the next level.

Speak to Louise on +44 20 7018 0922 or email info@benjaminball.com to transform your speeches, pitches and presentations.

Speak to an expert. Get a free consultation

Speak to an expert. Get a free consultation