When you talk to people do you leave them in confusion about your business or can they turn around and tell someone else exactly what you do?
Every business owner should have an elevation pitch to help you promote your business and get the key message across within a minute.
What is an elevator pitch?
An elevator pitch is a brief, persuasive speech that you can use to spark interest in what your organisation does, in a product, or in yourself. It's named after the time it takes to ride an elevator, typically about 30 seconds to 2 minutes. The goal is to quickly and effectively communicate the essence of your idea or business so that the listener is intrigued and wants to learn more.
A successful elevator pitch should be concise, clear, and compelling. It typically includes who you are, what you do, the problem you're solving and what makes you unique or why your idea has potential. Whether networking, meeting a potential investor or introducing yourself at an event, an elevator pitch helps you leave a strong, lasting impression.
Remember, the key to a great elevator pitch is to be prepared, but also to make it conversational and natural. Practice is essential, but so is adapting your pitch to the audience you're speaking to.
How do you create an elevator pitch?
Creating an elevator pitch involves structuring your message around key elements while keeping your target audience and context in mind.
Here's how you can do it:
1. Who You Are
Begin by introducing yourself or your business. This is your chance to establish credibility quickly. Mention your name, role or the company you represent.
For example: "Hi, I'm Anne-Marie, the founder of Social Media Startup for Businesses."
2. What You Do
Next, explain what you or your business does. This should be a concise summary that gives the listener a clear idea of your activities or services.
For example: "We help you plan, create and schedule all your social media and digital marketing content."
3. Unique Selling Proposition (USP)
This is where you highlight what makes you or your business stand out. Your USP should answer the question, "Why should the listener care?"
For example: "We offer two services. The first is a Done-For-You service where we do everything for you. The second is a Get-It-Done service where we help you step-by-step to manage your own social and digital marketing."
4. Target Audience Considerations
Tailor your pitch to connect with your specific audience. Consider how they feel, what they care about and what they struggle with.
For example: If you're speaking to a potential investor, emphasise growth potential and market opportunity. If you're addressing a potential customer, focus on the benefits they’ll experience.
5. Contextual Adaptation of Your Pitch
Adapt your pitch to fit the context in which you're delivering it. If you're at a networking event, keep it more general and open-ended to invite further conversation. In a formal meeting, you might want to be more specific and data-driven. Adjust your tone, language and emphasis based on the setting and the person you're speaking to.
By integrating these elements, you can create a compelling flexible elevator pitch that captures interest and invites further engagement.
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