If there\u2019s a more overused term than \u2018elevator pitch\u2019, I\u2019d love to know about\u00a0it.<\/p>\n
But cliches become\u00a0cliches for these reasons: because they\u2019re highly effective at invoking a particular concept and because no one has yet found a better way of doing so. And\u00a0the concept\u00a0invoked by the elevator pitch is crystal\u00a0clear. You\u2019re an entrepreneur seeking start-up capital and your dream investor\u00a0walks into your elevator. You have as long as it takes them to reach their\u00a0floor to pitch your big idea \u2013 and secure their backing.<\/p>\n
(I bet investors the world over are fitter and slimmer than ever, now that they\u2019re forced to take the stairs so often\u2026)<\/p>\n
The idea\u00a0is just as\u00a0relevant to writers. Can you describe your book succinctly and persuasively, weaving in the points that make your book unique and relevant, in under\u00a030 seconds? Does your description roll eloquently off\u00a0your tongue and make readers want to buy your book? Can you adapt it to suit the situation, from dinner parties to radio interviews to conversations with cab drivers, where uniqueness and relevancy may\u00a0differ according to your audience?<\/p>\n
You might be surprised at how many authors can\u2019t properly describe their work. Here\u2019s my guide to crafting a great book description.<\/p>\n
1. Understand what your book is\u00a0really\u00a0<\/em>about (or: finding the non-fiction in the fiction)<\/strong><\/p>\n It might be a novel about the experiences\u00a0of four students\u00a0volunteering\u00a0on a gap year\u00a0in Asia\u00a0at its most basic\u00a0level,\u00a0but what bigger issues are discussed? Is it also about how we use\u00a0social media to shape perceptions of our\u00a0lives? The\u00a0effects on developing countries of the West\u2019s\u00a0rapacious desire for resources? Cultural imperialism? Sexual jealousy? Gender identity? Class? What issues, if any, were you trying to explore in your novel? Identify top-level themes and work the most important into your book description.<\/p>\n 2. Role-play<\/strong><\/p>\n Imagine delivering your book description to a variety of audiences. First, you\u2019re in front of your favourite radio interviewer and he or she has just welcomed you to their show and asked what your book is about. Next, you\u2019re at a birthday party and your friend says they\u2019ve heard you\u2019re writing a book. Finally, you\u2019re writing a guest blog post and beginning the piece with a book description in order to establish your credentials as a commentator. You\u2019ll see that each situation requires subtle changes to your description to meet\u00a0the needs of the audience.<\/p>\n 3. Record yourself<\/strong><\/p>\n Once you\u2019ve moved past the horror of hearing yourself speak (or perhaps that\u2019s just me?), recording yourself is really helpful in assessing delivery and timing your pitch. Keep practicing until the description rolls off your tongue.<\/p>\n Happy pitching!<\/p>\n