An elevator pitch is a succinct and persuasive sales pitch you can use in any situation to tell people what you do. It’s so clear that it can even be used in most of your communications – website, social media accounts, business cards, as a way to introduce yourself and your business.
That’s all very well, but… it also needs to *spark* interest. And that’s why it helps to follow a formula to spark that interest.
The elevator pitch
First, some context… the elevator pitch got its name because it should be short enough to be used on a short elevator ride, say, 10-30 seconds. For example, lets say you’re out and find yourself in a lift with your dream client. What do you do? Seize the opportunity and use your elevator pitch.
The elevator pitch formula
Your business may be as worthy as you think, made with passion, craft and purpose. However, when the prospect client hears your elevator pitch, they want to know what’s in it for them. It’s just human nature.
And that’s why an elevator pitch should follow a formula:
I help [X] to [Y] so that [Z]
Where:
X = your target client or customer
Y = how you help your client or customer solve a pain point
Z = the benefit your
Properties of a good elevator pitch
It’s concise
It’s clear
It sparks interest
It’s specific enough – you can tell it solves a specific problem, it’s not just “I’m an accountant” or “I’m a graphic designer”. You need to stand out – why should people work with you and not the next accountant or designer? You may not have another opportunity to stand out…
If you can jazz it up and imbue your elevator pitch with your own personality, even better. People buy from other people and that can help connect the right people straight away.
Pitches need maturation and practice
It can take some crafting to build a good, effective elevator pitch. It is ok to try different versions. For example, you might try different iterations of your elevator pitch with different people or at different events and see the reaction it gets. You can then polish it here and there to make sure it’s just right.
If you have an important event coming up, it is best to do this testing of the pitch at small local events so you’re ready to take on the world confidently you’re your tried and tested elevator pitch.
It’s specific enough – you can tell it solves a specific problem, it’s not just “I’m an accountant” or “I’m a graphic designer”. You need to stand out – why should people work with you and not the next accountant or designer? You may not have another opportunity to stand out…
If you can jazz it up and imbue your elevator pitch with your own personality, even better. People buy from other people and that can help connect the right people straight away.
Pitches need maturation and practice
It can take some crafting to build a good, effective elevator pitch. It is ok to try different versions. For example, you might try different iterations of your elevator pitch with different people or at different events and see the reaction it gets. You can then polish it here and there to make sure it’s just right.
If you have an important event coming up, it is best to do this testing of the pitch at small local events so you’re ready to take on the world confidently you’re your tried and tested elevator pitch.