Elevator speeches are introductions that convey your business message in a short period of time, like an elevator ride. It is important that they be clear, direct, and engage the interest of the person you are talking to.
Every new business should have one and established entrepreneurs should revisit their’s often. I usually recommend crafting a few over time that can be used in different situations.
Creating an elevator pitch is a great exercise for business owners because it requires you to zero in and become clear about the message you want to convey.
The following process can help you get started.
Gather your keywords: Create a list of words you may want to use and then narrow it down to 5 or 10 to play with. Sources for keyword ideas include:
- Your website and marketing materials
- The mission or intention for your business
- Client testimonials
- Your competitor’s websites
Answer the following questions:
- Who are your ideal clients?
- What is the is the burning issue you will help them with?
- How will you do that?
- What are the benefits they receive from your product or service? Think big and get creative here. How will it impact there lives long-term?
Play with a formula:
Start creating your pitch. You can begin by inserting your keywords and answers in the following basic pitch formulas.
I help _____ by _____ so they can _____.
My clients are _____ who _____. I support them by _____ so they can _____.
I am passionate about helping _____ get _____ so they can _____.
Spice it up!
Depending on the nature of your business and who you are talking to, you may want to give your pitch more personality. Look for ways to:
- Use metaphors or analogies
- Make a play on words
- Use words that have a rhythm or sound like a jingle
- Tell a quick story
- Use humor
- Start with a question
- Inject your own personality
- Make it fun
- Surprise them in a way that gets their interest
- Create a picture with words
Refine – Refine – Refine
So, here is the truth. You are never done with your elevator pitch. It will evolve as your business develops and that is part of the fun. Keep playing with ideas, try them out, and then polish them until you have several pitches available.
Practice saying them just a little differently each time so that they sound conversational. And, most importantly, get out there and start using them so that your business can grow.
