Marketing: Elevator Pitches

Do You Have an Elevator Pitch?

Just to be sure we're at the same starting point, what is an elevator pitch? 

It turns out, it's not found in Merriam-Webster's online dictionary as a "word" to define. True, it's a phrase. So we'll go with the general idea behind it.

An "elevator pitch" is your quick basic introduction to what you do and who you are. 

How Long Should It Be?
Some "gurus" consider 30 or 60 seconds as the ideal length. Yes - seconds. The emphasis is on quick. I was listening to a podcast by Joe Pulizzi recently advocating for a 15 second version as ideal!


Key Characteristics of an Elevator Pitch
Joe Pulizzi suggests the response should be framed to answer "How do you make people's lives better?" I like that.

If you search "elevator pitch," you'll find a number of suggestions of approaches to take. I'm afraid if a pitch included all the pieces I'm seeing recommended, we quickly go beyond 60 seconds for the pitch and you'll feel like you need to memorize it like a speech! 

Google Gemini offers these suggestions which are a generally reasonable starting point:

• Brief: an elevator pitch must be concise, lasting no more than 30-60 seconds
• Clear: easily understood, even if your audience is not an expert in your field
• Compelling: the goal isn't to explain everything about you, but to create interest for the listener to want to hear more - a "tease" about you.

Adobe is very happy to provide you with templates to start you thinking if useful. (Warning: this is a fairly lengthy piece provided by Adobe) 

Indeed suggests you:

• Introduce yourself by full name.
• Summarize what you do.
• Explain what you want.
• Finish with a call to action. 

That's not bad, but you may consider cutting this in half - stick with the first two ideas and be ready with follow-up information if useful. 

I really like the simplicity of Joe Pulizzi's suggestion, especially as I come from a service background and see my business in that light.

I also appreciate the shorter time focus Joe suggests as short attention spans are real these days. Start with a 15 second quickie. You can always expand on it in conversation, but a 15 second hook is brilliant!

Where Would You Use an Elevator Pitch?
Anywhere you would talk to people! This could be as official as a job interview or networking event or as casual as chatting with friends and family. 

This is why it needs to be so simple that it quickly and easily rolls off your tongue like it's simply part of who you are!

How Is YOUR Elevator Pitch?
Having a ready elevator pitch is one of the first "tools" to have in your marketing "tool bag"! Having a couple of different lengths in mind or a 1:2 punch of start/follow-up at the ready is extremely useful. 

Need to bounce your pitch off of someone? Happy to be that extra set of ears if useful! Sometimes it helps to get out of your head and chat with someone not in your immediate circle of close friends and family who will love anything you create. Let's Chat or find me on LinkedIn!

---