From networking events, professional gatherings to an actual elevator ride, you can use your elevator speech to introduce yourself and market your skills clearly and concisely. A good elevator pitch can successfully bring in investors, help capture new clients, and begin valuable conversations and collaborations

Here are best practices for creating an elevator pitch so you can confidently and succinctly talk about your business.

How to create an elevator pitch

An infamous 2015 study compared the human attention span to a goldfish’s, an average of 9 seconds—so a clear, concise elevator pitch can help you communicate the most during that time frame. To create an effective elevator speech—no matter to whom and where you’re pitching—follow these general rules.

Clearly state your goals

What is the real goal of your elevator pitch? You need to clearly express to your audience who you are and what you do. In turn, they should also walk away with an understanding of what you want from them.

Review your mission statement for the right wording of your vision and values.

Grab their attention

An engaging opener will help your elevator pitch really stand out. Try to think of a juicy detail, a question, a funny story, or a memorable client to share in the opening moment. A personal touch can transform an awkward or mundane exchange into the beginning of a lifelong connection. A good hook will also pique your audience’s interest, signaling for others to listen to you. It should spotlight what sets you and your business apart.

Value Proposition

Emphasize your value proposition. Include a short statement that describes how your products or services set you apart from your competition.

Practice, practice, practice!

Now that you’ve written your pitch, you need to practice it to make it perfect. When you start practicing, time yourself. Ideally, your pitch should be well under a minute. Practice your pitch with people who will give you honest feedback.

Consider recording yourself as you practice. Listen to catch weak sections or parts where you stumble. Avoid using filler words such as “um,” and “you know.”

With enough practice, your pitch will sound very natural and convincing. Don’t be afraid to let your emotions and your true self shine through. Showing genuine passion for your work can often cause others to connect with you.