December 8, 2012

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“So what does your business do, exactly?”

Have you ever attempted to share your company’s elevator pitch, but when you did their eyes glazed over? Or maybe the last time you told someone what you do you felt self-conscious because even you don’t truly believe what you’re saying?

Most small business owners struggle with how to describe what they do in a way that makes people curious. But here’s the catch 22 — if you can’t do this, it’s awfully hard to get clients, potential partners, investors or anybody to believe in what you’re doing.

The Purpose of an Elevator Pitch

What’s the short summary you use to quickly and simply define your offering and its value proposition? Now deliver it in the time span of an elevator ride, or approximately sixty seconds.

The problem starts with the idea that you must pitch or sell someone, so now the pressure is on. I personally like to think that your elevator pitch isn’t about pitching or selling, instead it’s about choosing and conveying a specific language that makes people take notice. It’s a message that sparks attention and solicits interest.

It is a distilled version of your marketing message. When shared correctly, it positions your business in the minds of your audience. Furthermore, it hones in on what is important to them in a consistent and effective way.

Crafting your Company’s Elevator Pitch

Tell me, “What problem does your company solve?”

No, you’re not just a health coach. People don’t wake up in the morning thinking “I have to get a health coach today.” Instead, they wake up thinking about a set of issues that requires the assistance of a health coach. These specific problems are what you really do therefore, should be included in your pitch.

Which statement sounds more compelling?

“I’m a fitness coach;” or ” I help people lose body fat in 90 days or less.”

Be specific about the problem that you solve. Then tell people exactly what’s in it for them.

What is the value that you really offer? Create a specific call to action or offer.

Yet, you shouldn’t stop there.

It’s not enough to tell people what’s in it for them. You also have to ask for their business. Express exactly what you’re asking for: whether it’s to visit your website, purchase your product, early stage capital, a partnership, etc. Be detailed — yet concise — as possible. That means asking someone to purchase a $26 candle holder, not that they purchase a product from your inventory of lifestyle gift items.

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