An elevator pitch is a compelling synopsis of your business you can deliver in the time it takes to travel between floors in an elevator. Whether you’ll ever give a pitch in an elevator is moot – the real benefit is the ability to explain what you do in a comprehensible, convincing and compelling manner.
How often has the question “what is it you do again” flummoxed you? Explaining what you do to another person can sometimes be hard. Crafting an elevator pitch is the perfect way to have a concise description of what you do ready to go when the opportunity to convince someone to use your product or services arises. Here are some tips to help you build your elevator pitch.
Know your business
Crafting a great elevator pitch will get you thinking about how to condense your message into something memorable and attention-grabbing. This process can help you understand your business better so you have something meaningful to follow up with if pressed for more information.
Take the time to understand what is behind the pitch and you should end up with lots of concise nuggets of information that can be put to good use in your collateral and on your website —more on that later.
Don’t undersell yourself
It is fine to use sales-y terms just make sure they’re relevant. If you’re number one, pioneering something, or industry recognised then say so. Keep it short, concise and ensure you mention your business name and what you do in plain English.
E.g. “Webuyyourwheels.com is the number one vehicle valuation and purchasing company in Australia. We buy any road-worthy vehicle and pioneering the instant price check and one click sales method with same day payments and the best average purchase price in the business.”
Never make the assumption that your audience knows what you are talking about. “I work for the market leader in vehicular acquisition and asset amortisation maximisation” isn’t going to capture anyone’s attention even if they do understand what that means. Buzzwords and jargon can come off a little superior so speak only in plain English.
Use a question
Questions in elevator pitches are excellent for grabbing attention or gauging interest. E.g. “Have you ever sold a car? (Yes) Did it take more than a day? (Yes) With webuyyourwheels.com you can get an instant online valuation and sell your car with one click. You can get paid the same day too. Here’s my business card with the QR code to download our free app.”
One of the additional benefits of creating an elevator pitch is it gives you so much quality material to use in your collateral and on your website. Featuring elevator pitch material in web design has become really popular. It helps generate leads and keeps sites clean of unnecessary copy. It’s the simplest way of letting your site visitors know precisely what you’re about in a clear and concise terms.
Elevator pitches on websites are superb uses of white space and you can really make it sing by making good use of typography and colour to emblazon a bold statement on your website. It can be used across your social media to form a coherent narrative and on your landing pages.
Landing pages are often full of rich media, copy and internal hyperlinks which can take a little time to load. A pared back page with a powerful elevator pitch and compelling call to action would load in half the time and keep your most relevant visitors interested.
An elevator pitch is worth taking the time to craft so it is easily understood and says precisely what you do. And when done well it can really enhance your website’s ability to generate leads.