How to Craft Your Elevator Pitch
Noun. Elevator Pitch (informal). A succinct and persuasive sales pitch.
WHAT IS AN ELEVATOR PITCH?
An elevator pitch is a quick-fire sentence that you can use as a response for when someone asks what you do or what your business is about. It’s slightly longer than a tag-line, but still short enough that you could share it if you were to run into someone on an elevator and wanted to truly impress them before they get off.
WHAT DOES IT DO?
An elevator pitch helps to differentiate your business from others who offer similar products or services. It creatively and succinctly ties together your why, your what, and your uniqueness to help potential clients and partners determine whether or not your business is right for them.
WHERE DO I START?
To craft an elevator pitch, we recommend starting off by answering the following sentences. Don’t overthink your answers, just write down what comes to mind straight off the cuff - the refining comes later.
Question 1: What do you do?
Think of the very foundation of your work. If you’re a yoga instructor then something like, “instruct yoga classes” is all you would put here.
Question 2: How do you do it?
This is where you start to hone in on your own unique style or approach to your business. If you’re a service based business, consider how you deliver your services and if you’re a product based business, think about how you make or source your products. Try to focus on the aspects of your how that are different.
Question 3: Who do you do it for?
Quite simply, who is your target audience? Your business has to exist to serve someone – who is that person?
Question 4: Why do you do it?
This one is important. Purpose-driven businesses are leaders in business because they stand for more than just making money. Knowing what your why is and what motivates you to do the work that you do will help to demonstrate the real meaning of your business. Ask yourself, what change would you like to see in the world as a result of the work that you do? Even if your answer sounds far too basic, write it down. Often the simplest answers are the best. For example, if you’re a massage therapist perhaps your purpose is simply to create a world where people no longer feel stressed.
Question 5: What results do your customers and clients get?
For this one focus on the word results. It can be easy to get caught up on what you provide, but that’s question one. Here you want to focus on what people get as a result of working with you. What’s in it for them? What problem do you solve? Who will they be or what will they have after engaging with your business? You might find here that your results and your why overlap – that’s normal.
HOW DO I PUT THIS ALTOGETHER?
Once you’ve answered these questions you can start to refine your answers down. You want to make them really short and sweet. Look for patterns in your language or places where you’ve said the same thing but in a few different ways, and then see if you can combine those phrases into one.
Pay attention to the words you use too, especially the adjectives. You want to ensure they are as accurate as possible. For example, do you guide others or do you help others? Do you sell boutique products or unique products? You also want to think about the popularity of certain words and truly ask yourself, am I using this word or this phrase because it genuinely means something to me, or am I using it because I’ve heard dozens of others use it and I like the way it sounds?
When selecting your words factor in not only the true definition of the word – the denotation, but also the secondary meaning of the word – the connotation. Ask yourself what feelings or visions are created by this word? What does it imply?
Once you have your final answers you can then format them into a sentence. When structuring the sentence, the order you put things in matters. Placing with your “results” or your “why” before your “what” is often most powerful because you then lead with the things that are unique to your business, and the things that are going to help your potential clients know whether or not you’re the right business for them.
So, if these were your answers:
What: Instruct anti-natal yoga classes
How: Relaxing and rehabilitating
Who: Expectant mothers
Why: Create a world of pain free pregnancies
Results: Remain calm and centred throughout pregnancy
The you might create the following elevator pitch:
“I help expectant mothers have a calm, centred, and pain free pregnancy through relaxing and rehabilitating anti-natal yoga classes.”
Now it’s your turn! It can be really tempting with this to overthink and overcomplicate each answer. Do your best to go with what comes to mind first as often that will be the answer that not only resonates well with you, but also with your target audience.
Best of luck and let us know how you get on!
The Cannect Crew