Ping! Your elevator has arrived. The heavy double-breasted, steel doors open, you enter, select your desired destination, and in less than 30 seconds you will arrive. Less than 30 seconds! That is all it takes to get from the bottom floor of the building to the top floor. The same can be said for your business.
Can you describe your business in the average length of time it takes to ride an elevator? Delivering a captivating ‘elevator pitch’ is essential to the progression of your career as an entrepreneur. A well-constructed pitch can catapult your business opportunities to new heights and open doors you never imagined possible. Your ‘elevator pitch’ is the most important part of the first impression you will make on potential clients and retailers. It acts as a gateway to further engagement and interaction and it can also give you more confidence when networking and presenting yourself in the public sphere.
But what exactly is an elevator pitch?
Think Twitter, think Shark Tank, think short and sweet. The key components of a successful elevator pitch should include the following: Who you are, what you do, why you do what you do, what makes you different, and how to learn/do more.
How many times have you been asked, “What exactly is it that you do?” and found yourself grappling to find the right words to deliver a concise and focused response? This article will assist you in formulating a bullet-proof pitch that grabs the ear of your listener and sparks enterprise.
Here is a general template that can be used to springboard your pitch:
I am a (what you are), dedicated to (what you do), in order to (why you do what you do). I (what makes you different i.e. particular attribute/your area of expertise). Are you interested in (insert question/call to action)? Visit my website for more.
Here is an example of that template in effect:
“I am a certified dermatologist and cosmetics enthusiast, committed to facilitating a naturally tinted complexion for every woman. My plant-based skincare line is non-toxic and combines tropical fruits to organically boost the collagen in your skin. Are you interested in joining the needle-free beauty revolution? Take a business card or visit my website for more.”
That is it in a 4-sentenced, 56-word, nutshell! Take a look at some more examples below to help get your juices flowing as you work to assemble a distinct and dynamic elevator pitch.
Tip: Try to keep your pitch between 3 to 5 sentences in length.
“I am a third-generation ceramic artist. I create one-of-a-kind printed porcelains that promote inclusion and diversity. My radical graphics can be personalized and tailored to your unique style. Do you want to circulate positivity while supporting the production of handmade goods? Order your ‘Catch Me Ceramic’ today and spread the love!”
“We are an ethically sourced candle company with a promise to bring the most eccentric, soy-based fragrances, straight to your door. Our unique packaging and wacky scents are a sure crowd-pleaser and act as the perfect gift for any occasion. Best-sellers include, ‘Bleach Blue,’ ‘Flammable Fuchsia’ and ‘Peroxide Puce.’ Receive a free sample when you subscribe to our newsletter at [X].”
“I am an artisan jewelry designer based out of Nantucket. I use locally traced materials to fashion exclusive sterling silver accessories and silhouettes. My statement pendants and brooches were featured in the February 2020 edition of Handmade Seller magazine as part of a spotlight on island crafts. Visit my Etsy page to order your own bejeweled piece. Commissions available on request.”
“‘Snapshot’ is a collaborative collection of street photography that celebrates Portland’s famed artistry while capturing stillness in a transient world. Motivated by the present, ‘Snapshot’ promotes contentment in self and place, by focusing on exploring and documenting the landscape, people, and architecture that makes up Portlandia. All of our images are developed in a dark room. Prints available at [X]. Collaboration requests to [X].”
“I am a seamstress and stylist turned children’s clothing maven. Our infant-friendly fibers and yarns ensure your newborn gets the best start. We use Aran wool to create our adorable pieces for ages 0 – 3. Each item that we produce is fabricated and stitched by hand and 10% of our profits are donated annually to the ‘Every Child Matters’ campaign. Join us in our mission to safeguard the basic human rights of every child.”
The ‘elevator pitch’ is designed to ignite further conversation. It should be simple yet powerful. It should include what you do, who you do it for, how you do it, and why it matters. It can also make mention of some of your greatest accomplishments, significant problems that you have solved, major contributions you’ve made, and/or successes. Garnering attention for the beginning is crucial. To pique the interest of your audience is the main goal and purpose of the elevator pitch, while the, ‘what you stand for and why you do what you do’ portion of your pitch will be one of the main and determining reasons why the person you are talking to will take action in the end.
Including questions in your pitch is a great way to both relax and connect with your listener. The use of questions also steers the conversation away from being a one-sided spiel to a more two-sided exchange. If you are pitching in person, be sure to enunciate your words clearly and pace your speech with a steady cadence so that the information that is being delivered is easy to process and digest. Clarity is imperative. Always have a business card ready and be sure of your goals and what it is that you want from the person you are talking to. Request a follow-up meeting or exchange social links. And above all else, practice, practice, practice, and revise. Don’t be afraid to modify aspects of your address. Your pitch should be fluid as it will change based on your recent successes, business improvements, and/or new product lines. Now bat that pitch straight out of the park!
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