You only get one chance to make a first impression, make sure you’re ready to seize your moment.
No matter what category your brand competes in, it’s becoming harder to stand out since your potential customers are bombarded with so much information every day. That’s why it’s so important to have a really tight elevator pitch. It helps people “get” what you stand for right away and then quickly decide whether they want to learn more about your brand.
Write down your pitch in no more than 250 words and continue to practice and perfect it. Start with one headline promise that highlights what your brand enables, not what you offer – and three support points. Rotate and freshen these points depending on your target audience, but be prepared to tell your story in the time it would take to travel 3 elevator flights, not 30 or even 10.
Learn more about honing your elevator pitch in the 8 tips here:
1. Pay attention to your audience, what motivates them? Your pitch can and should vary somewhat by audience, know what your “ask” is. Do you want an introduction to someone else, a purchase, an investment, coverage on a blog? Know this up front and make sure you ask for what you want by the close.
2. Talk about what your brand enables people to do – not just what you offer – an emotional promise fulfilled will create a loyal user.
3. Add something personal and memorable to your story – perhaps something visual – the best stories give specific details we can connect with.
4. Think about your story in terms of a headline and three supporting points – more than three is hard for your audience to remember.
5. Try out different versions on different people – see which ones get the lean forward effect, and which ones elicit a yawn or maybe a distracted eye roll.
6. Keep honing and editing – a story is never actually finished. New events happen that are significant and should be incorporated. Also updating stories keeps them fresh and interesting.
7. Have a short version, but be ready to follow up with more – think about your elevator ride for your elevator pitch. Make sure you have the two-floor version but also be prepared for the twenty-floor ride to the penthouse
8. Notice stories that move you and why. This could be a movie, things you read in the newspaper… Think about what elements of that story caught your attention and is there a parallel element that could help you tell your own brand story? I don’t mean copying the content, but maybe borrowing the technique.
MAKE YOUR PITCH EVEN BETTER WITH BRAND SCHOOL
Brand building doesn’t mean just designing a pretty logo and creating a cool name. It means choosing a bull’s eye target and defining your unique brand promise to connect with your consumers on an emotional level. Bottom line: you need to pay attention to your brand if you’re not already. And perfecting your elevator pitch is a huge part of that.
Now you can, with Brand School’s highly effective, premier branding program. Brand School takes best practices of beloved brands such as Virgin, Apple, and Zappos and teaches you how to apply their knowledge to build your brand. We give you engaging videos, interactive exercises and exclusive access to a private community of fellow entrepreneurs. Learn more about the next session of Brand School HERE.
“It was great pulling everything together from touch points, to pillars. I would recommend Brand School to any small biz owner or entrepreneur.” – Sarah Weiss, Event Consulting
The tips shared are very helpful. I like the idea of writing the pitch down and create the long/short version. Off to write my perfect pitch. I promise not to forget the ‘ask’.
Hi Tina, glad you found them useful. When you write it down, try to limit yourself to 250 words. I know it’s hard but this forces you to focus on what’s most important and create a tight and engaging story for your audience. Good luck!
Great article, Julie! I know I can always make my elevator pitch better- so these tips definitely help. I like the format you’ve suggested- headline and three key points. That keeps it short but informational. Just enough to get their attention and want to know more (hopefully).
Great article. Don’t forget that you need to analyze body language and expressions. Real-time feedback can improve your elevator pitch!
Definitely agree. Reading your audience is so key to making sure you are keeping them engaged. Thanks for commenting.