An elevator pitch is a summary of your business in a sentence or two. Imagine you were in front of 5 million of your potential customers and were given a microphone for just 30 seconds; how would you communicate what you do? How would you hook them into thinking ‘Wow, that is exactly what I need’? or ‘I want to hear more?’
The name ‘elevator pitch’ is taken from the idea that it should be possible to deliver the summary in the time it takes to ride in an elevator.
It’s especially useful when presenting your idea to new customers, when making new contacts and when networking, when people ask you “What do you do?” But it’s also a summary that can be used on your about page and on your social media pages.
Firstly draw upon the problem that you are solving with your idea.
Secondly refer to your audience profile – know who you are speaking to and what engages them.
Thirdly it needs to be succinct, clear and to the point without using too many unnecessary words, and whatever you do don’t use sales speak.
Lastly, you’ll need to make it memorable; make it interesting, engaging, exciting and if possible add some humour.
Remember, an elevator pitch isn’t necessarily a speech you’re giving; if you are in a networking situation it should be a two way conversation. In the real world you wouldn’t just talk at someone, you would have a conversation. So you open it up, and they respond with interest, then you tell them more, and the other person responds and so forth.
Open with a story or humour or something in the press that is current at the moment. Don’t launch into a sales pitch, start with something engaging you expect to hear in a conversation but make sure it highlights a problem you help customers to solve.
Instead of mentioning facts or figures, make your statement emotional. What are your emotional benefits? How are you helping people?
If you have experience under your belt you could list a few big clients that you have worked with and how you’ve helped them, if not, don’t worry about this step.
Close it all off with something that’s going to draw people in for example by saying “It’s not for everyone, and although I only deal with large organisations, if it’s something you’re concerned about, I’m happy to talk to you about it.” It makes people feel like they’re getting something of value and appeals to their emotions, because they’ll be thinking ‘well I do have those concerns’.