Start with a “hook.” And the best hook is a strong benefit statement that centers on the key takeaway people will gain from your book, program, or information product.
Boom! How I just began this post is how you begin a 30-second pitch (or “elevator pitch”). You jump into it with a strong statement – and you deliver it with certainty. 
Now, it may be called a “30-second” pitch – but the truth is, your 30-second pitch needs to grab people within two seconds.
During the marketing life of your book or program, you’ll be asked this question countless times: “What’s your book about?” Or, “What’s your program going to do for me?”
If you have an immediate, confident response to this question, you’ll have a much easier time building your crowd and creating new fans.
What You Say Is as Important as What You Write
If you read my posts on a regular basis, I’ll often remind you that marketing copy for coaches, speakers, and authors should be written in an authentic tone that engages your audience.
However, equally important to your message development is how you speak about your book or product.
This is why I always create media speaking points and 30-second pitches when I write sales copy for coaches and authors.
I’ll write about speaking points in a future post, but for now I’m going to focus on writing 30-second pitch copy that pops!
3 Steps to 30-Second Success!
There are many formulas for creating a 30-second pitch. However, I am a strong advocate of the following three-step process:
STEP 1
- Engage your listener immediately with a strong benefit-driven statement, and say it with clarity and certainty. Focus on what your audience will get out of your book or program, as opposed to explaining what your book or program is about. There’s a clear-cut difference between the two.
STEP 2
- Be real and authentic by sharing elements of your personal story, or by detailing the raw emotions your book or program will stir up.
STEP 3
- Communicate a secondary benefit or takeaway from your book or program – one that will intrigue your audience and motivate them to want to learn more.
Again, deliver your pitch with certainty in a vocal tone that communicates the passion you have for your material. Be your true self, and come from the heart.
Below are two 30-second pitch examples. One for a book and program called, Journaling Power; and one for a novel titled, Black Lion.
I’ve noted within both examples the sections that align with the three steps I outlined above.
Book – Program Pitch
(Journaling Power – Author/Creator, Mari L. McCarthy)
(STEP 1) “Journaling Power teaches you how to put the ultimate self-healing tool right at your fingertips — journaling. Through my extraordinary personal story, you’ll discover how pen-to-paper journaling leads to self-growth and life-changing transformation. (STEP 2) In my case, this meant being able to drastically reduce my MS-related symptoms, and dump my prescription drug routine. (STEP 3) Journaling Power also shares key findings from published medical studies that prove journaling unleashes a healing agent that empowers your life in ways you’ve never imagined. I am certainly a living testament to this power.”
Novel Pitch
(Black Lion – Author, Carlos Viola)
(STEP 1) Have you ever been intrigued with the idea of walking into the dangerous world in which U.S. Special Forces live in its global war on terror? Black Lion grabs you by the collar and puts you right in the middle of it. (STEP 2) Blend secret operations, courage, extreme danger, and intense romance – and you have the tension-filled backdrop of this exciting story. Black Lion centers on, Michael Harris, a fearless U.S. Army major who leads an elite Special Forces unit that is feared around the world. (STEP 3) But, Harris can’t anticipate falling in love with Marcie Johanssen, a stunning Danish heiress—who pulls him into a deadly life-and-death struggle as international crisis explode in all four corners of the globe.
Practice Your Pitch!
After you’ve used this simple three-step process to write your 30-second pitch, practice speaking it out loud in front of a mirror (you’ll get used to it). In fact, practice your pitch a lot! Study it, memorize it, fine tune it, and repeat it …often!
Did this post provide you with insights that will help you do this? Please leave me a comment and let me know!
Need a Little 1:1 Coaching?
I put out a lot of copywriting insights intended to help you write strong, persuasive marketing content for your programs, products, and books.
If you feel you’d benefit from augmenting these insights with a 1:1 coaching session, I’d be happy to speak with you. To learn more about how to set up a coaching call with me, just click here.
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