Every cold call or first-time business encounter starts with an elevator pitch.
When you meet people at a conference or tradeshow, the first question they ask is, "What do you do?" You should have a short, clear response ready to create a connection and open a dialogue that could lead to new business.
Whether you are the CEO of a global company or a regional sales rep, your elevator pitch must explain who you are and what you do. It also must explain what makes you (and your brand) unique.
You have only one chance to make a first impression, so you want to tell the right story. The elevator pitch should be a practiced script so you can introduce yourself and your business in a positive way that is both relevant and memorable.
An elevator pitch shouldn't be delivered off the cuff. It should be carefully crafted to explain who you are and what makes your brand stand out from the crowd. It never pays to try to tell your story without a script. You must develop and rehearse your pitch to make a strong impression.
In any first encounter, you have 30 seconds or less to tell the other party about yourself in an informative, compelling manner to start a conversation.
Understanding the Elevator Pitch
The "elevator pitch" concept is that you meet someone getting into an elevator and you want to start a conversation. You introduce yourself and then have the duration of the elevator ride to tell your tale—a 30-second introduction.
You need to be able to explain in about 45 words who you are, what your company does, and what makes your brand distinctive. Most important, you must tell the listener why you are important or relevant to them. You may not be riding the elevator to the penthouse, so it pays to be clear and concise.
Your elevator pitch should be consistent, which is why you practice it. People should come away with the same brand message regardless of who hears it or where you use it.
Every employee and stakeholder should follow the same basic elevator pitch script, whether talking to customers, interviewees, or Aunt Millie.
Creating Your Brand's Elevator Pitch
Any elevator pitch should aim to get people interested in your brand and its value proposition. The pitch should use clear, appealing language that brings your brand to life.
Your elevator pitch should answer four questions:
- Who are you? Explain who you are, which differs from what you do. Use language that tells a story about you and offers character traits such as intelligence, creativity, passion, reliability, energy, etc.
- What do you do? When you explain what you do, don't be too literal. For example, rather than saying, "We create advertising," describe the benefits and results of your brand: "We help companies tell their story through print, broadcast, and digital media so customers understand what they stand for and what makes them unique." Use vibrant, action-oriented words: "deliver," "expand," "drive," "ensure," "guarantee," etc.
- What makes you unique? Explain what distinguishes you from others. Offer something tangible that puts you ahead of the competition. Don't use something obvious, like "We offer better customer service." Everyone expects that.
- What makes you different? Explaining how you are different is not the same as explaining your uniqueness. Explain what makes you different as a closer or as a call to action. Describe how you make a difference for people. Eliminate the obvious question: "So what?" The elevator pitch clarifies your distinction and value, such as improving efficiency, cutting costs, increasing productivity, etc.
A good elevator pitch is applicable in any situation. You should be able to use the same pitch if you are closing a deal, raising capital, hiring personnel, or trying to explain to your mother what you do. An elevator pitch should be compelling, concise, and easy to grasp.
These five tips can help make your elevator pitch more memorable:
- Be brief: Time yourself so you can deliver the pitch in 45 seconds or less.
- Explain "why" before "what." Explaining the why of what you do creates a more compelling story.
- Make the story relevant: Your brand story should be relevant and personal—explaining how you help customers.
- Master and repeat the right words: Use the same language to evoke an image and make the story easy to remember.
- Test your message: Confirm that your final message is true to your brand and resonates with your target audience.
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Maybe it's time to take a fresh look at your brand's elevator pitch. Are you making the right impression? You might write down some new ideas and try some new language.
Test your revised elevator pitch on others, and when you have it perfected be sure to rehearse it. You want to be ready the next time you encounter a prospect in an elevator.
More Resources on Brand Messaging and the Elevator Pitch
A Messaging Framework: What It Is, Why You Need It, and How to Build It
