- Chris Haycock
In this lesson we're going to look at how you can create an amazing elevator pitch that you can use time and time again... not just to pitch your business to people you meet, but also how you can use it as a basis for your digital marketing strategy.
Can you tell someone in ten seconds what your business is all about?
If you said no, then you need an elevator pitch that describes what your business is in a sentence or two.
I'm going to show you a quick and foolproof secret to refining your elevator pitch.
But first... why?
An elevator pitch is the perfect opportunity to tell strangers (who might be a potential customer, investor or partner) what your business is all about, and why it may be of interest.
The last thing you want to do is to either confuse this person, or overwhelm them with so much information that you're being boring. The idea is to create a spark of interest in which this person then thinks, that sounds interesting. I'll take a closer look.
What's it got to do with digital marketing?
A lot, actually. Any type of marketing involves communicating your core proposition to the target audience. If you don't understand how to convey that message in a short sentence then you'll find it difficult to write content - the backbone of internet marketing.
Once you've done it once, you can use it again and again in your content, whether you're drafting a blog post, landing page or display advertisement. Get it embedded in your mind and you will know you're always focusing on the most important aspects of your business, no matter what marketing activity you're doing.
Next comes the 'how'
Here's a really SIMPLE but EFFECTIVE way of refining your business idea into an awesome elevator pitch:
Fill in the blanks...
My business helps _________________ (your target market)
to _________________________ (your solution)
because ___________________ (identify the pain point)
People choose us because ________________________________ (your USP)
Let's give you an example (for an advertising agency):
My business helps (small business owners) to (identify new and exciting advertising opportunities) because (9 in 10 in-house campaigns fail due to spiraling costs). People choose us because (of our unrivaled expertise and experience in creating cost-effective advertising campaigns that deliver results - every time).
Many business owners over-complicate their elevator pitch by telling their life story, how much turnover they're making, who their best customer is, etc.
Keep it simple, quick, and to the point.
This template gives you a starting point to work from. Once the basics are in place you can refine the elevator pitch further to make it even more compelling.
Once you've got your perfect elevator pitch, don't forget to also use it on your home page, your social media accounts and in your email signature. Use it wherever you can.