In the last two newsletters, we tackled the challenges of the attention economy and how most people only skim or partially consume your marketing messages.
This week, let’s explore a skill that can cut through the noise and amplify your impact: perfecting your elevator pitch.
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We do [X] for [Y], so they can [Z]
An elevator pitch isn’t just for startups seeking investors. It’s a versatile tool that helps you explain who you are, what you do, and why it matters in a concise, memorable, and compelling way.
One of the nice benefits of a great elevator pitch? It turns your audience into advocates who can spread your message for free. This is critical if you’re a no budget marketer.
Here are three steps to craft an effective elevator pitch:
1. Start with your value proposition. What’s the one thing that sets you apart? This isn’t the time to list everything you do—focus on what’s most compelling about your brand or product. Answer the question: “What problem do I solve, and why should anyone care?”
For example, instead of saying, “We’re a software company that helps businesses with customer support,” you could say, “We help businesses deliver amazing customer support without burning out their teams.”
2. Keep it short and conversational. You’re aiming for 30 seconds or less—enough time to share in an elevator ride, a networking event, or even a casual conversation. Avoid jargon and keep your tone approachable. Think of it as telling a story, not delivering a sales pitch.
A good framework might be:
"We do [X] for [Y], so they can [Z]."
Example: "We create personalized fitness plans for busy professionals so they can stay healthy without spending hours in the gym."
3. Invite engagement. A great elevator pitch leaves people wanting to know more. End with an open-ended statement or question that encourages conversation. For example: “I’d love to hear how your company approaches this challenge.” or “Does that make sense? I’d love your feedback on my elevator pitch.”
Perfecting your elevator pitch is like creating the ultimate first impression. It’s about being clear, authentic, and enthusiastic—and making it easy for others to share your message. When your pitch resonates, you’ll connect with your audience and empower them to amplify your story.
The end of your pitch is also a great time to hand people something, like a sticker with your logo on it or a small flyer with a QR code so they can get a free trial of your product. Don’t go for the hard sell. Simply say, “Here’s a code for a free trial if you want to check it out. My email is on there too and I’d love to know what you think after you try it.”
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