The importance of a strong elevator pitch

“So, what do you do?”

It’s that question that many of us dread. It crops up at networking events, conferences and even family barbecues. And if your answer starts with “um”, the game’s over.

The questioner’s eyes glaze over and they start looking around the room for someone more interesting to speak to. If, on the other hand, you can deliver a succinct and intriguing response, you’re off to the races.

There’s a reason we place so much emphasis on the elevator pitch. A great pitch positions you and your organization within the larger business environment, giving your audience a sense of who you are, what you do, and what they can get out of it.

Let’s take a look at how you can write an elevator pitch that sets your business apart from the rest.

We’re the world’s foremost experts in…I’m not really sure.

Your elevator pitch is a core part of your company branding. It helps you define your product or service, figure out what problem you’re solving and situate yourself in the market. Even if you’re in the early stages of your business, preparing an elevator pitch helps you come to terms with what you do and why you’re the one to do it.

Pinning all this down seems daunting, but it’s an invaluable marketing experience. Because pitching is as much about listening as it is speaking. No one pitches in a vacuum. Every time you recite your pitch, you’re doing so to real people with real challenges and goals. Ones that your business can solve. The more you pitch the more you’ll learn about your business and your industry landscape, and whether you’re on track or need to get back to the drawing board.

Just the facts, ma’am: what to include in your elevator pitch

If you’re lucky, you’ve got 30 seconds to deliver your pitch. That doesn’t mean telling your whole story really fast. It means picking the best bits and spinning them into something that entices and intrigues.

Like a great film, you want to start with a bang. Lead with what’s most appealing about your business – don’t bury the good stuff a few sentences in. Highlight the problem you’re solving and how you’re doing it.

Hint at your expertise and highlight any success so far. Finally, don’t wrap it all up with a bow. All this does it shut down further conversation. Leave enough mystery that your audience will want to ask questions. How? By keeping things high level, alluding to your “special sauce” and showing how your business relates to them.

Why should I care? Making it all about them.

We’re all time-poor. And the people you’re trying to reach are time impoverished. They don’t have time to listen to a speech.

They want the abstract – the core points, distilled. It’s your job to give them only what they need, and in a way that makes sense to someone who doesn’t necessarily share your expertise. It’s also your job to make them care. Find a point of commonality and tailor your pitch to suit. You’re not a robot. You can diverge from your memorized lines to ensure that your audience gets what you’re talking about.

But this takes practice. Before pitching that legendary angel investor, try running your pitch past the regular folks in your life. Your Luddite uncle. Your distractible niece. The uninterested barista at your favorite cafe. If they get lost, confused or shrug and say “so?”, it’s time to rethink your pitch.

Let’s make it happen: crafting a pitch that leads to action

A great elevator pitch isn’t just a fun discussion point for sharing with strangers. Your pitch is functional. It’s there to help you meet a goal. That’s why it’s called a “pitch” and not a “biography”!

Before you corner that seed fund titan over pre-conference drinks or try to head hunt that incredible CTO, know what you’re trying to achieve. Maybe it’s funding, staffing or landing a profile piece in a major industry publication. Maybe you’re trying to figure out a prospective client’s biggest challenges so that you can sell them on your services. When you deliver your pitch, make your call to action clear. Because if you don’t ask, you don’t get.

Let’s talk next steps: your pitch doesn’t end at the pitch

If you’ve delivered a great pitch, chances are you’ll be asked follow-up questions. You might be given scenarios your audience would like you to help with, or the whole premise of your offering might be challenged. Good job. This means that your audience is intrigued enough to want to know more.

Whatever you do, don’t let it all fall apart here! Prior to pitching, prepare a series of potential questions and make sure that you know the answers. This will keep you on sure footing even if you’re feeling nervous, and you’ll be able to cement that great first impression.

Perfect your pitch

An elevator pitch is a core piece of your company’s identity – and success. So, if your answer to the question “what do you do?” begins with an um, it’s time to get out the index cards and start working on that pitch.

Need some inspiration?  Grab our free worksheet to help you get started; we’ve even included a sample to get you started.