Elevator pitches that are remarkable get talked about. Are your elevator pitches remarkable? Is it useful for marketing networking? Do you often bump into potential customers on the go? Like in an elevator. What would you like to convey to them? Study these Handley elevator pitch secrets to learn.
This is what a basic elevator pitch is all about. You have to be quick, concise, and in tune with the cues of the customer in front of you.
Of course, it’s not easy. That’s why you have to practice until your pitch has become second nature to you.
What is an Elevator Pitch?
Ann Handley describes an elevator pitch as the 30-60 second business description of what you do and why someone should work with you.
It’s called an “Elevator Pitch” because it describes the challenge: “How would you explain your business and make a sale if fate placed you in an elevator with your dream prospect and you only had the time it takes to get from the top of the building to the bottom?”
Why Is Having an Elevator Pitch So Important?
You only have 30-60 seconds to make a powerful first impression. The attention span of the average person is just 30 seconds before their mind starts wandering. The other reason is people have less time today. You need to grab them quickly or lose them forever.
Examples of elevator pitches.
Essential elevator pitch design elements
Has a hook
This is the element that literally snags your listener’s interest and makes them want to know more. Open your pitch by getting the Investor’s attention with this “hook.”
Concise
Your pitch should take no longer than 30-60 seconds and be no more than 125- 200 words.
Handley elevator pitch secrets … goal oriented
A kick-ass elevator pitch is designed with a specific outcome in mind. What is your desired outcome? You may have different pitches depending on different objectives. For instance, do you want to: make a sale, gain a prospect, enlist support for an idea, or earn a referral.
Clear
Use language that everyone understands. Don’t use fancy words thinking it will make you sound smarter. Your listener won’t understand you, and you’ll have lost your opportunity to hook them.
Handley elevator pitch secrets … show passion
Use words that are powerful and strong. Deliver the “Sis-Boom-Bang” to grab their attention. Investors expect energy and dedication from entrepreneurs.
Handley elevator pitch secrets … employ visuals
Use words that create a visual image in your listener’s mind. This will make your message memorable.
Plan a target
A great elevator pitch is aimed at a specific audience. If you have target audiences that are vastly different, you might want to have a unique pitch for each.
Handley elevator pitch secrets … they make a request
At the end of your pitch, you must ask for something. Do you want their business card, to schedule a full presentation, to ask for a referral?
There are many elevator pitch examples that are very effective. They are different than the boring 60-second “talking brochure” because they are:
Handley elevator pitch secrets … conversations
The goal is not to deliver your 60-second advertisement; it’s to have a two-way conversation. A successful pitch is where the other person relaxes and says “Interesting. Tell me more.”
Short
60 seconds is a long time to talk uninterrupted. An elevator pitch is NOT a sales pitch. Think 10 seconds, not 60!
Handley elevator pitch secrets … everyday language
Avoid words like “synergy,” “optimize,” “efficiency,” “ROI” and so on. These words SCREAM “sales pitch” and will have your panicked prospect looking for the exit signs.
In fact, here’s a tip: write out your pitch, then take a red pen and cross out all the clichés and marketing-speak. Replace them with one-syllable words.
Here are a handful of elevator pitch examples, starting with mine from Digital Spark Marking. Can you spot the design elements of a successful pitch in each of them? How would make them better?
Good afternoon, my name is Mike Schoultz. I am a digital marketing strategist with a knack for creative marketing campaigns that customers remember. Additional specialties include innovation, customer experience/service, as well as leadership/teamwork coaching.
If your company recognizes that customer service is growing to be one of your most important marketing vehicles, you’ll want to check out several of our campaign designs and client referrals. If you have a business card handy, I would be pleased to send you our free white paper that illustrates some of our designs.
You are an employee benefits consultant who bumps into a potential client in a hotel elevator.
Let me tell you about some of the work I’ve done for a recent client. A property and casualty insurance broker referred us to a 100 person company that was buying themselves out of their New York parent. In creating their benefits from scratch we had to make sure that their employees were educated about and comfortable with the new packages, and ensure that the company staffed up to prepare for administering those benefits.
We took them through our two-month process and rolled out their new benefits plan smoothly and on time. My name is Tom Jennings, and if you are interested in avoiding the top five mistakes companies make when changing benefit plans, please hand me your card, and I will email you our free white paper.
You’re at a personal branding conference, and you bump into Katie. You ask her what she does, and she says…
I’m a communications professional with a knack for persuasive storytelling. Considering my colleagues often complimented me for my thoughtful and engaging presentations,
I’m looking for insight as to how I can best position myself for a role in production or videography at social impact start-up. Because I’m inspired by documentaries, I want to help companies express their missions in compelling and relatable ways in the age of social media.
You’re on the subway, and you are sitting next to James. You ask him what he does, and he says…
I’m currently working as a Human Resources Manager at Smith Industries. My supervisors frequently commend me for being able to weigh and consider multiple perspectives and negotiate conflicting perspectives.
I’m looking for suggestions/advice on how I can further cultivate my expertise in this field because my ultimate aim is to help organizations develop more ethical and inclusive workplace cultures.
You are an interior designer who has just met a young couple looking to remodel their bathroom.
I work with people who are renovating their bathrooms. I create shower enclosures, sinks, and backsplashes made entirely of glass. If you’re wondering what a glass sink looks like, please come to ask me to see an example. My name is Jenny Johnston, and I design renovations in the glass.
As you exit an entrepreneurial conference, you meet Sonia. You ask her what she does, and she says…
My core skill sets are civil engineering and psychology. I’m endlessly curious, and all my friends, family, and colleagues look to me for answers on everything from mood swings to mind craft. As I’ve always been exceptionally passionate about social issues, I’m looking to write for publications/websites focused on climate change. I’d like to make a difference by creating content and campaigns urging others to take action and increase the sustainability of future generations.
Looking for a summer internship:
Dear Mr. Miller,
My name is Josh Paul. I am a graduating senior from Salisbury University. I am looking for an internship in a law firm this summer. I have had a strong interest in the law since I first enrolled in college and had participated in several seminars on constitutional and corporate law. Although those seminars were ungraded, I have maintained a 3.4 GPA while also participating in several extracurricular activities including the Pre-law society.
If your firm offers internships, I would appreciate an introduction to the people in charge of that program. Alternatively, I would appreciate the opportunity to give you a call and meet with you in person to discuss your career path and how I might find opportunities within the legal profession.”
This example could be used as in email introduction, cover letter, conversation or even in an elevator. The entire pitch is under 150 words. This does not mean that your conversation, email, or cover letter would only include this text. You might also include how you were connected to this person or why you are interested in his particular company, but this is the perfect foundation from which to build.
The bottom line
Just remember, the best elevator pitch is a clear statement of the tangible results a customer will get from using your products or services. Its outcome focused and stressed the business value of your offering.
So, if you were wondering where to put your marketing time and energy to optimize how to win customers from your competitors, focus on defining and delivering a winning elevator pitch to start an effective relationship.
Need some help in capturing more customers from your marketing strategies? Creative ideas to help the differentiation with potential customers?
Call today for a FREE consultation or a FREE quote. Learn about some options to scope your job.
Call Mike at 607-725-8240.
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Mike Schoultz is the founder of Digital Spark Marketing, a digital marketing and customer service agency. With 40 years of business experience, he blogs on topics that relate to improving the performance of your business. Find them on G+, Twitter, and LinkedIn.
Digital Spark Marketing will stretch your thinking and your ability to adapt to change. We also provide some fun and inspiration along the way. Call us for a free quote today. You will be amazed at how reasonable we will be.
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