A Secret To Standing Out Online: Your Pitch
Want to know a little secret? One of the best ways to draw in new fans and win them over is to make things easy for them. Easy to find information, to navigate through your website, to share the information that they find, to find your social media outlets, and so on. Even more so, you want to make it easy for potential fans who stumble across your website, blog, or social media platforms to know exactly what you are all about in a quick and easy to understand description.
I like to call this your quick pitch. Some people call it an elevator pitch or your unique selling point. Whatever you want to call it, it is not only an important element of establishing your brand, but it also helps you draw in new fans.
Your quick pitch is a short description that tells fans exactly what you do and what makes you unique from every other author, musician, business, service, etc., out there. It takes less than three seconds for a potential fan to form an impression about you when they visit your website. If you can catch their eye with with an effective pitch within those first few seconds, you will have a greater chance of having them stick around and see what else you have to offer.
So where would you actually use your quick pitch?
- On the header of your website
- In the "about" section of your Facebook, Twitter, Pinterest, Instagram, YouTube, etc.
- On your business cards
- Your email signature
- Book signing posters
- Speaking events
- When someone asks you what you do
- In interviews
You use it everywhere.
So how do you actually craft an effective quick pitch? Let me break it down for you...
Strip It Down
Your quick pitch isn't about covering every single detail. It's about highlighting what makes you unique.
Write down 3-4 key words that describe your style and genre. This is the backbone of your pitch. When you showcase the overall theme of your books it sets off an alarm within interested customers who will want to know more. If you are combining several genres, try to keep it to 2-3 to not completely confuse potential fans.
Put It Into Context
If you are a new author and trying to establish your place in the literary world, creating some sort of context for fans to put you in is incredibly helpful and important. Think through well known authors within your genre that you can connect yourself to that will give fans a better idea of what you write about.
By allowing yourself to be put into some sort of context that fans will be able to understand, they will quickly deduce if they will be interested or not. If you are a well established author, you don't need to worry about that as much.
What Makes You Compelling
As a non fiction writer, what problems does your book fix? What questions does it answer? This is important to include in the pitch because it will show a reason for fans to connect with you and what you have to offer.
For fiction writers, this is an important one because most fiction lovers are drawn to the feeling or connection that they develop with your characters and the situations they are in. What is the hook? This is where friends, family, or even past reviews come in handy because they can speak into emotions that are drawn from your work. Create a list of adjectives that adequately describe your writing/books.
Some authors can tout that they are the #1 selling such and such author in such and such genre. When you are just starting off, sometimes that's not doable. When you do receive accolades or incredible reviews, be sure to include that in your pitch.
When you have written out all of these elements, choose some of the key words that best describe, highlight, and resonate with you and your work to write out your pitch. Take your time in formulating and crafting it. It's something that might take some time.
Here is an example of a great quick pitch. Tricia Goyer has this written on the front page of her website:
"For more than a decade, author Tricia Goyer has drawn from her experiences as a teen mother and leader of today’s generation, to be a voice of hope and possibility for teen girls, pregnant teens, mothers and wives."
You know what she is passionate about, what she writes about, and what her purpose is. It's clear, concise, and to the point. Does she have more to offer? Yes! Does she cover every detail? No. It's enough to whet your whistle and want to know more.
Just as your writing may change, your pitch may change. This isn't set in stone for all time. It's a way for potential fans to not only find a connection with you but to help you in building your brand.
QUESTION: What is your pitch? Are you struggling with it? Let us know in the comments below and we can help!
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Photo by saivann