Crafting an Effective Elevator Pitch

It is essential for every business owner/leader to be able to communicate what their business does to diverse audiences in an effective, and concise, manner. To do this, you must first clearly understand the value you offer to the world, and how others will benefit from the work that you do. 

Having a well-crafted elevator pitch means you will be able to communicate the value of your organization quickly and effectively, and opens doors for future partnerships and opportunities. Read on to learn more about why you need an elevator pitch, and get tips on how to make it GREAT!

First, what is an elevator pitch?

An elevator pitch is a short, concise, and powerful message about your organization. It tells who you are, what your organization does, and invites your listener to get involved. The best ones could be shared during a hypothetical elevator ride, with a duration of about 30 seconds. There are 3-minute, 5-minute, and longer versions for pitches/presentations, but let’s look at what a 30-second pitch should include:

  • Who: Introduce yourself and your business.
  • What: Briefly explain what you offer (products/services).
  • Why: In one sentence, share your “why” – why do you do what you do, and/or what makes you different from the competition?
  • Conversion: What happens next? Offer a business card, set up an appointment, have them connect with you on social media, etc.

Why do I need an elevator pitch?

#1 Build awareness and generate revenue.

People are busy and have short attention spans. So, you want to be able to quickly and effectively tell your listener what you do and why it’s important. The goal is to get their attention, encourage them to ask for more information, invest in the work you’re doing, and to tell others about what you do. When crafted well, it can be your most important marketing tool!

#2 Build your brand.

Consistent messaging is important for your organization. Think of your elevator pitch as the story you want to tell the world. With time and dedication to sharing this message, your memorable narrative becomes your brand. 

#3 Get clear on your value and communicate it well.

Dedicating time to crafting your elevator pitch has inherent value. Digging deep and thoughtfully crafting your message helps you get clarity on the unique value you offer. Once you’re clear on the value you bring, you can more effectively, naturally, and convincingly communicate that value to diverse audiences. 

5 tips while crafting your pitch 

Whether you’re starting from scratch or wanting to polish your elevator pitch, consider these important tips to make your elevator pitch the best it can be!

#1 Keep it Simple.

Remember, you only have about 30 seconds for your elevator pitch. Don’t try to tell them everything about your organization and what you do! Keep it concise and tight so you don’t lose your audience’s attention. 

#2 Be Structured.

Structure your elevator pitch in a way that is easy to follow. Don’t just ramble or wing it. As a starting point, tell them what you do for the people you serve. Then, make it actionable: tell them how they can be a part of your important work.

#3 Be Creative.

While your elevator pitch should be simple and structured, that doesn’t mean it has to be boring! In fact, it is absolutely necessary that you let your personality and passion shine through! Consider using anecdotes or surprising facts that grab the attention of your audience. When you finish your pitch, your audience should be curious and dying to know more about the great work you do. 

#4 Connect with your Audience.

Consider the specific person or group of listeners. Think about who they are and what they care about, and tell them how they will benefit. Link this to the value you can offer them. You should be addressing why this specific person should care about what you do.

Additionally, don’t assume your audience knows anything about what you do or how you do it. Avoid using industry jargon and acronyms. 

#5 Practice, Practice, Practice.

Practice makes perfect! Once you’ve created your pitch, dedicate time to polishing your delivery. Practice until it feels clean, crisp and natural. You can practice with a friend or family member, or video record yourself and watch it (both techniques are helpful!). The key is to not sound like you’re winging it, but also not to sound rehearsed. 

Onward you go to pitch your business!