It’s happened to every small business owner. One minute you’ll be an innocent bystander at a networking event, a social function, or even some random encounter where you’re just killing time, and someone asks you the all-important question, “So what is it that you do?”
And because you’re unprepared or taken off guard, you’ll hem and haw and spew out a few points and then the conversation will move on. Later, you’ll kick yourself because you had the opportunity to make an impression and you blew it. Even if the person who was asking about your business isn’t a likely sales lead, they might know someone who is, or know a way for you to reach one. In any case, you’ve lost a golden opportunity to promote your business.
It’s for moments like these why it is incredibly important for small business owners to perfect the art of the elevator pitch. An elevator pitch is a short, compelling, promotional blurb about your business that will inspire people to take action.
So how do you craft a perfect elevator pitch?
1) Have ONE Goal
It’s called an elevator pitch because it should be shorter than the length of an elevator ride (about 30 seconds long). It needs to be short because if you go into a long-winded sales presentation, you risk losing your audience’s attention. You need to be very specific and deliberate with your message. Have one goal for your elevator pitch: describe ONE service or product you offer, or ONE event that you’re throwing, or ONE thing you’re trying to change about the world. Once you’ve snared your audience with your dynamic elevator pitch, you’ll have ample time to go into details later.
2) Know Why You’re Worth Knowing
Resist the urge to just blurt out a list of things you do. Instead, your audience will likely find you far more compelling if you focus on how you benefit your target customers in a way no one else can.
3) Know Your Target Market
Who will benefit from knowing you, your product, or your service? Be as specific as you can: know the demographics and psychographics of your target demographic.
4) Engage!
If you’ve executed your elevator pitch successfully, your audience will want more. Your elevator pitch should get them riled up to do something: such as call you, visit your site, or have a meeting with you. End your elevator pitch with a though-provoking question that will extend the conversation.
Crafting the perfect elevator pitch is a serious art that requires you to know your brand intimately, inside and out, from top to bottom. If you’re struggling with your elevator pitch, it might be a sign that you’re struggling with your branding.
Need a hand with your business’ brand? Call Kim Speed at Purple Moon Creative today!
