One of the crucial first steps in preparing for a corporate board career is developing a compelling elevator pitch that clearly articulates your unique value to boards, which you can use when engaging with people of influence.

Reflect on all the times you’ve connected with your contacts—whether in person, over the phone, or via video call. You’ll likely agree that the most critical aspect of your personal brand isn’t your LinkedIn profile or your board bio; it’s how you present yourself as a board director in influential meetings.

During my board-readiness programs, I lead my clients through a proprietary step by step elevator pitch process. It consists of having a strong opener, details around the value you bring to boards, your board experience and your values.

Here are the top 3 mistakes that people make when giving their elevator pitch:

1)      They talk about themselves as Executives or Consultants, and not Board Members.

Put the emphasis on what you bring to a board. Describe yourself as a board director, even if you have never served as a corporate board member before. Imagine yourself at the boardroom table, and what value you would bring. Leverage your executive experience but use board-level language to describe your value proposition. This will enhance your board-readiness image and increase your chances of success.

2)      They have a weak opener. They start with their past, and not their present or future.

First impressions last! If you open up your pitch with information about how you built your career or when you graduated, it doesn’t leave a lasting impression and doesn’t make an impact. Low energy starters only bore your audience. Even worse, is the “uhhhhh”.

Rehearse the start of your pitch. I do not recommend rehearsing a whole 90 second elevator pitch, however, I do recommend rehearsing the first line, so you always start strong and feel confident. It will set the tone for the whole elevator pitch.

3)      It is not tailored to the audience.

Know your audience. Adapt your elevator pitch to who you are speaking to and what kinds of boards you want to join. An example of this could be to stress your private company board experience if you are looking to join a private company board. And if your focus is public co boards, list out your corporate governance experience and leadership experience at public companies…

By making your elevator pitch board-focused, tailored to your audience and opening with a strong first impression, you will ensure you connect with your audience, and drive more positive outcomes from your conversations.