Why the Elevator Pitch is Necessary When Selling at Book Events

I remember when I first learned about the “elevator pitch” at a writers’ group meeting. Over the years in speech class and on the job, I’ve learned how to speak in front of a crowd. However, an elevator pitch is a different beast on its own.

First, this conversation tends to be one-on-one verses to a crowd of people. This means I must win over the individual within thirty seconds, or I may never see them again, much less encourage them to buy a copy or two of my books. I have to say just enough to hook them, but not too much where I’m giving the entire story away for free. This takes practice and lots of it.

I currently have thirteen paperbacks in my collection plus four anthologies in which I have one story each. It takes me about a minute and a half to give a short spiel about all of them. Friends who accompany me behind the table are often amazed at how I remember to say the same thing over and over again to each customer who walks up to my table. I laugh and tell them that’s why I have water handy.

So, how did I do it? One book at a time.

When I started out as a book vendor at events, I only had one book. I made up a blurb, but over time that blurb morphed into a statement that mostly seems to result in a raised eyebrow or a dropped jaw. As I added more books, I had time to add and update each blurb accordingly. After repeating them for years, I now have them memorized. The only ones I’d need to work on are the most recent releases.

How do I avoid getting bored?

I rearrange the order in which I present the books. I may also first ask the reader what kind of genre they like most, so it helps that I have a few different genres on display.

Without the elevator pitches, many people would merely look, nod, and walk away, never having even picked up a copy to read the book. I’m constantly people watching. If any of the covers make a person do a double-take, I say something to get their attention. Of course, it helps that I spend the better part of the day handing out bookmarks containing the covers of my books, a short blurb (not the same one I say), and information on how to connect with me or buy a copy online. Many people may walk away and buy later, some have returned to my table after reading the blurb on the back. That’s when I go all out with my elevator pitches.

This is not trivial to do, especially for the introvert, but if you practice, this art will soon be second nature. I’m not a natural salesperson, but my enthusiasm for my stories definitely makes up the difference.

Good luck out there!