Today, I’m going to be putting you square on the spot – and this post is all about YOU!
Specifically, what you do, what you want to be famous for and how you articulate that in just a few seconds or a few words – Your elevator pitch.
Why elevator pitch?
Well, the not-so science behind it is:
To tell someone what you do and what you want to be famous for as well as engaging the listener – all in the time it would take to ride an elevator!
Basically – that you can tell someone about what you can do to help them in under 30 seconds.
When doing your pitch, it must be:
- Make the person listening curious enough to ask a question or react in a positive way – hopefully saying something like “Oh wow, that’s exactly what I’ve been looking for” or “That’s the exact help I need!”
And the great thing about nailing your elevator pitch is that it isn’t just for marketing – it’s for all aspects of your life!
Now, articulating what you can do for someone, or explaining who you are and what you do, in such a short time frame is definitely an art form.
And that art form is what we are talking about today!
Just before we jump in, if knowing what you want to be famous for is an area that you think you need to work on, then head over and a listen to Episode 4 of my Small Business Made Simple Podcast – the episode is all about Knowing your Expertise. There’s a great little exercise in there for that one too which will help get this bit right. Because, if you don’t know what you do, then how are your prospects supposed to know?
Remember a confused buyer never buys!
But back to the elevator pitch!
So, let’s dig a little deeper.
1. Make it brief
I noted earlier that an elevator ride is around 30 seconds. That’s the time you’ve got to gain someone’s attention and I’ll tell you, that’s a heck of a lot longer than you have on social media or online!
BUT – if you are delivering your elevator pitch online – you’d better make it 10 seconds or less!
2. Make it persuasive
It might be short, but it needs to be punchy and compelling. Compelling enough to spark the interest of the reader or listener.
3. Share a little about yourself
What you are and what do you do? It’s not the time to be boastful, it’s the time to show your audience what you can do for them!
4. Practice makes perfect
This isn’t going to come to you straight away and when you’ve got it – you haven’t! You need to practice and be flexible in your approach – remember who your audience is, every time you do your pitch! Make sure you are speaking in the tone, and language of your buyer and/or audience.
5. Mention your goal or the goal you have for your audience or buyer
Your mindset when doing the pitch should be along the lines of “Out of all the people who do what I do, why should they choose me”.
6. Don’t speak too fast
While you only have 30 seconds or less, that doesn’t mean that you should cram in 45 seconds of speech!
It needs to sound like you – not rushed, not polished, not informal – just you!
7. The way you speak, speaks volumes
Don’t ramble, don’t frown, and don’t talk in one single monotone – we’ll all go to sleep otherwise!
Smile as you are talking and that will bring a positive inflection to what you are saying.
8. Focus on what’s essential
That’s key – tell them what do they need to know to know, like and trust you, to buy from you or to engage further with you.
Make one compelling sentence and hook your audience!
Here is a fun fact – Google’s elevator pitch that got them their first big investor was this:
“Google organizes the world’s information and makes it universally accessible”.
What does Google do? Just that – exactly what that single sentence says! Does it make you want to know more if you heard this for the first time? Of course you do – curiosity killed the cat right!
Do you know how Apple pitched the iPod in 2001 – “Carry 1000 songs in your top pocket”. At that time, it was an astounding thing to have that much music “in your pocket”. Did it make (millions) of people curious? Heck yeah!
And here is the Hollywood pitch we all remember –
A police chief, with a phobia for open water, battles a gigantic shark with an appetite for swimmers and boat captains, in spite of a greedy town council who demands that the beach stay open.
There’s a hero, there’s a villain, there’s his weakness, the conflict and the hurdle, all rolled into one sentence.
You know what the movie is?
Jaws of course! I might add I’ve never watched it in full – water and I don’t get on – except the bath (LOL)! But that’s a story for another blog post! But I sure do remember that tag line from the movie!
Now, here is your activity for this exercise.
You are on an elevator, and your ideal client hops in with you. They turn to you and ask “So, what do you do?”
If it was me answering, my pitch would be this:
I help small business owners make marketing a priority so that they can earn what they deserve and make a bigger difference in the world, without burning out in the process.
In that approximate 10 seconds or so, my ideal client in the elevator has found out:
- Who I help – small business owners
- How I help – help them make marketing a priority
- Outcome – so they can earn what they deserve and make a bigger difference in the world
- Without – burning out in the process.
Curious? Want to know how to earn what you deserve without feeling burnt out? I hope so – otherwise, I need to revamp it!
“Hi, I’m Sally Smith, a virtual marketer who helps busy small business owners get more done, in less time, to earn more profits. I’m currently taking on new clients. What business activity do you dislike doing the most?”
Ok, your turn.
Give it a go.
Answer the question – what do you do? And then answer it again and again until it’s short enough but punchy and creates curiosity.
It may come quickly; it may take slightly longer – and that’s ok.
But the most important thing is that you are thinking about it! Remember though, you only get to use it when people ask! It’s not something to say on a pitch phone call if you weren’t asked the question “What do you do?” or if you are just standing in an elevator!!
So now you have homework! Working on your elevator pitch. Can’t wait to see how you go. Pitch me!
Head into my Like Minded Business Owners group on Facebook and put in your elevator pitch in the post where I share the link to this blog – it’s a safe space, and you can get some great feedback! Or send me a DM on Instagram or an email firstname.lastname@example.org
ABOUT THE AUTHOR!
Jenn Donovan is a marketing strategist and social media extraordinaire, coach and mentor to savvy business owners. Owner and Founder of Social Media & Marketing Australia.
With a passion for making business simple, because it’s isn’t easy but it should be simple or at least simpler, she’s built a reputation for helping other small business owners simplify their marketing and businesses so they can reach their goals, be more profitable and live the dream (finding the freedom they set out to achieve when they started … the illusive small business owner freedom dream …!)
Jenn believes in giving before asking and that’s why she’s the host of the popular Small Business Made Simple Podcast.