The paradox of the elevator pitch is that everybody recognizes its importance but nobody does it very well.
No matter their industry, every professional needs to work on how to develop and deliver a well-crafted elevator pitch.
Here are three important lessons that I have found on how to craft an effective elevator pitch.
1. The purpose of the elevator pitch is not to close the sale.
As marketing guru Seth Godin explains, the purpose of the elevator pitch is not to close a sale.
It is not even to provide a short and accurate description of yourself that could be posted on Wikipedia.
The main purpose of the elevator pitch is to present your audience either such a compelling solution that you provide or such an unique personal story that they will continue walking with you after the elevator ride is done, so they can find out more.
2. The elevator pitch has to be tied with your main online presence.
Your elevator pitch needs to provide a URL to the site about your business. You know that people are going to search for you online, so it its critical that you are ready for them.
Having a website provides convenience of access for your potential clients, which is highly valued by them. (Tip: if you need creating a site, read how WordPress can make your site more manageable.)
If your elevator pitch is good, then people can find out more about your business at your site.
3. The elevator pitch has to be constantly tweaked.
There is such a barrage of new information available every day that one of the main parts of your job is to cast a net wider than your competitors in order to keep on top of new developments.
Your elevator pitch needs to reflect this fact.
First, you cannot present the same elevator pitch to everybody. You need to tailor different compelling stories that appropriately match specific audiences.
Second, you need to revisit those elevator pitches on a regular basis so that they don’t feel stale and out-of-touch with current market conditions.
Now it is your turn. Get to work on your elevator pitch.
Image Credit: Congress in Beeld
Damian, I 100% agree to your #1 “The purpose of the elevator pitch is not to close the sale”. Most of people fails here, as they are in too much hurry to close the deal. They over speak, and try to persuade opponent for a sale, which is not the right way.
Also, you rightly said that Elevator pitch has to be tailored considering the situation and mind-set of opponent. So I never prepare any pitch, I just try to be short and cover important points like sharing latest information, my website URL and Contact Details.
Thank you for the feedback, Adam. Less is indeed more.
Great post, an elevator pitch is definitely something everyone should at least be mentally prepared for.