Can an elevator pitch help your business? Can it help you sell more products and services? Let me take it a step further by asking, “Can an Elevator Pitch Transform Your Business?” After 25 years in business, my conclusion is – an Elevator Pitch can change you, and YOU can change your business.
Before we get into this, I’m going to share a little bit of my back story which is something I haven’t done in a while.
I come from a 100% Italian American family. We arrived via Ellis Island and eventually settled in Jersey. The women in the family stress education, manners, and being a gentleman. The men stressed “street smarts” when the women weren’t in listening range.
Entrepreneurialism was baked into the culture. I wasn’t called that, then, but as long as I’m romanticizing the past – we’ll go with that instead of being self–employed.
I learned from my father who learned from his father.
Now, here’s the thing – the older generation got incredible results without any of the formal books or training that became available to the generations that came after them.
They were using these sales, marketing, and psychological methods long before anyone began assigning labels to their favorite methods.
I’m saying all of this ahead of time because I’m about to talk about the mechanics, the principles, and how the process looks on paper as you view things from a step-by-step perspective. In the real world, however, very rarely do things happen without interruptions, mistakes, missteps, and challenges. A single step can be interrupted by all the above!
So, as you read through this material, I want you to realize that you’ll have to take what I’m presenting to you and make it your own. You’ll have to adapt it to your situation. Don’t be overly robotic when it comes to applying what you’ve learned. Use what you can then put the rest to the side until possibly a later time. Or just chuck it.
Can I get a – LOL?
What is an Elevator Pitch?
An elevator pitch is a concise and persuasive introduction to your business, product, or service. It’s called an “elevator pitch” because the idea is that you should be able to deliver it in the time it takes to ride an elevator with someone – usually around 30 seconds.
The goal of an elevator pitch is to capture the listener’s attention, explain what your business does, and convince them to take action – whether that’s scheduling a follow-up meeting, making a purchase, or investing in your venture.
Why is an Elevator Pitch Important?
An elevator pitch is important because it’s often the first impression you make on potential customers or investors. A well-crafted pitch can help you stand out from competitors, pique the listener’s curiosity, and set the stage for a productive conversation.
How to Craft a Compelling Elevator Pitch
Crafting a compelling elevator pitch takes time and practice, but it’s worth the effort. Here are some tips to help you create an elevator pitch that captures your business’s essence and engages your audience:
1. Identify your USP (Unique Selling Position). Your unique selling position (USP) is what sets your business apart from others in your niche. It’s the reason why customers should choose your product or service over competitors. Oftentimes, we’re more alike than different when it comes to comparing ourselves with our competitors. The point is, it’s important to be able to articulate something that makes you the better choice.
This could be a benefit that your product or service offers, a unique feature, or a particular niche or audience you serve.
Real-World Example – Dollar Shave Club
Dollar Shave Club’s unique value proposition is their focus on delivering high-quality razors and grooming products at an affordable price. By cutting out the middleman and selling directly to consumers, they’re able to offer a premium product without the premium price tag. Additionally, they differentiate themselves from competitors by offering a monthly subscription service that delivers new razor blades straight to customers’ doors.
2. Know Your Audience. Your elevator pitch should be tailored to your audience. Think about who you’re speaking to and what’s important to them. What pain points do they have, and how does your product or service address those pain points? By understanding your audience, you can better connect with them and make your pitch more compelling.
3. Keep it Simple and Clear. Your elevator pitch should be simple and easy to understand. Avoid using technical words or industry-specific terms your audience may not be familiar with. Instead, focus on explaining your business in a clear and concise way.
4. Use a Storytelling Technique. People remember stories better than they remember facts and figures. Use storytelling techniques to make your pitch more engaging and memorable. This could be sharing a customer success story or explaining how your business came to be.
5. Practice. Practice delivering your elevator pitch until you can do it confidently and comfortably. Practicing will help you refine your pitch and make it more effective.
Examples of Elevator Pitches
Here are a few examples of elevator pitches for different types of online entrepreneurs:
“I’m a freelance writer who specializes in creating engaging content that captures the attention of readers. Whether it’s blog posts, social media content, or email newsletters, I know how to craft content that resonates with my client’s target audience.”
Online Course Creator
“Hi, I’m an online course creator who helps entrepreneurs learn the skills they need to succeed in their businesses. My courses are designed to be actionable and practical, with real-world examples and hands-on exercises. I’m passionate about helping others achieve their goals and take their businesses to the next level.”
“Hi, I’m a graphic designer who specializes in creating stunning visuals that capture the essence of a brand. Whether it’s a logo, website design, or marketing collateral, I know how to make my clients’ businesses stand out in a crowded market. I specialize in helping clients in highly competitive markets.”
“Hi, I’m a web developer who specializes in creating custom websites that reflect my clients’ unique brand identities. From responsive design to e-commerce functionality, I know how to build websites that look great and perform well.”
“Hi, I’m a content strategist who helps businesses create a cohesive and effective content marketing strategy. From ideation to distribution, I know how to create content that resonates with my client’s target audience and drives results.”
“Hi there! I’m a virtual assistant who helps busy entrepreneurs stay on top of their to-do lists. From managing emails to scheduling appointments, I know how to keep things running smoothly so my clients can focus on what they do best.”
Conclusion & Summary
OK, before we conclude, let’s examine this topic from multiple perspectives. As I mentioned earlier, I believe that an elevator pitch can be just as valuable for individuals as it is for real-world networking. Creating an elevator pitch for yourself can help you clarify the value you offer to your market, and improve your sales and promotional materials by aligning your messaging with your skillset. In other words, it will help you stay on point.
Even if you never use your elevator pitch word-for-word during a sales call or meeting with a prospect, having a well-crafted elevator pitch etched into your mind will keep you focused on what’s important for your business. It will also provide you with the confidence to represent yourself and your business in the best possible light.
On the other hand, what if you made your elevator pitch the primary tool for your marketing, sales, and networking efforts? With time, you could refine and adjust it to maximize your results. Based on my real-world experience, I believe the outcome will typically fall somewhere between these two scenarios.
It’s easy to feel enthusiastic about the possibilities, but we often get sidetracked during the process and fail to achieve the results we know we’re capable of. Consequently, we repeatedly revisit certain things until we finally dot the “I’s” and cross the “T’s.”
I’ll conclude with a word of encouragement for you. Why not take an hour, turn off your phone and notifications, and concentrate on building the best elevator pitch you’re capable of building? Now that you understand its multiple applications, and can see the potential benefits, why not take action and see what this can do for you and your business? At worst, you’ll waste an hour or so of your time. You’ll probably waste more time streaming a lousy movie this week. At best? You won’t know until you try!