Developing your Elevator Pitch
What is an elevator pitch?
An elevator pitch is a brief, compelling summary of your book or script’s core concept, designed to grab attention quickly - ideally in the time it takes to ride an elevator (about 30 to 60 seconds). It’s typically used when you're presenting your work to a literary agent, producer, publisher, or editor.
A good elevator pitch usually includes:
The main character (or central figure)
Their goal or conflict
The stakes (what they stand to gain or lose)
A unique hook or what makes the story different
Whether you're pitching to one of these people, or simply answering the question 'What is your book about?', having a sharp elevator pitch is essential. Here are are some key tips to help you develop a pitch that’s clear, compelling, and memorable.
Part One: Preparation
Search online for opportunities to pitch your book - either through an online submission to a publisher, in person at a conference, or for an agent, etc.
Do some research on what kinds of books they are publishing and their target audience. Have a think about why you may target a publisher or agent specifically. One of the easiest ways to get a sense of a publisher’s ‘brand’ is from their social media channels.
Inform yourself about who is taking the pitches and what they're looking for. Do they have any special requirements for the pitches e.g. timing? If so, be sure to remain within those guidelines. If the brief is for two minutes maximum, aim for 100-150 words.
Research they authors they have published, and who you like - as a way to establish some commonality.
Demonstrate your knowledge of the market and an awareness of publishing as a business, by noting how your novel has a unique selling point and how that fits within the market.
Be prepared to situate your work well by drawing on comparisons. For example, when film titles are contrasted in book pitches, this can generate more interest. In the formulation, ‘my story is x meets y’, what you're doing is giving a sense of the flavour and storyline. While the reference doesn't necessarily need to be current, if you're trying to place your book in the market, it would be best to choose something from within the last five years. You're trying to give an indication that you understand where publishing is now and how your work will fit within current trends. If they specifically ask for a comparison title, know this in advance, but also be ready to say what makes your book different.
What genre would you categorise your book as (e.g. fantasy, mystery, romance, family drama, social issue, thriller, literary, memoir, etc)?
What inspired you to write this story or choose this genre?
What is the target age group for your work?
What is the word count of your book? Make sure your word count is suitable for the age group/genre.
Prepare a brief bio about yourself - just a few lines about where you live and what you do. Note down if you have had any publishing history, and any awards or residencies that you've received.
Part Two: Writing the pitch
Confine your pitch to the most essential elements to present a sound overall structure. Choose words that are appropriate, specific, persuasive and engaging.
Focus on the main characters (protagonist and perhaps antagonist), conflict, context, time, place and setting. Know your characters and their motivations, inside and out.
Brevity is key, so think about how to get to the point. While a pitch may be a few minutes long, could you pitch your book in one or two sentences, if asked?
Part Three: Presenting the pitch
Try to memorise your pitch rather than read if off the page. This will enable you to engage your listener through eye contact, rapport, and body language.
Expect follow-up questions that will give you the opportunity to respond to any of the points raised above - this is why preparation is important.
Enthusiasm is contagious … if you're enthusiastic about your work, there's a chance they will be too!