[To comment: larry at larrylitwin dot com]
This is Tip No. 114 from The ABCs of Strategic Communication by M. larry Litwin, APR, Fellow, PRSA and is available on www dot larrylitwin dot com.
The “elevator pitch” is a short description about your company that
you can convey in the time it takes to ride an elevator. And not an
elevator in a skyscraper, either.Your elevator pitch must be clear
and concise and show that you understand the core aspects of
your business.
Because it must be short, you have to decide what facets of your
company to leave out.Often, these can be the things you’re most
excited about – a new technology, a great location, outstanding
customer service, etc.
But if they’re not central to the core or success of your business,
they don’t belong in an elevator pitch.
You should touch – very briefly – on the products or services you
sell, what market you serve, and your competitive advantage.
You must be brief and clear.Unless you’re in a highly technical
field, your neighbor or grandmother should be able to understand
your business well enough to describe it to someone else. After all,
you want grandma marketing for you too, don’t you? People you
meet need to quickly understand the nature of your business if
you want them to send business your way.
Make sure your employees, investors, even vendors know your
company’s elevator pitch. Have your employees practice your company’s
elevator pitch so they’re able to network for you as well.
It’s often a good idea to use an analogy, especially if you’re in a
new or difficult-to-grasp field.“We’re the Google for car buyers” is a
good shorthand way to say that you’re trying to create a search
engine for people wanting to purchase an automobile.
Think in these terms (sort of like a mission statement):
• This is who we are;
• What we think about ourselves;
• What we want to do;
• Why we deserve your support
You’ll find you use your elevator pitch often – in e-mails to
prospective customers and investors, to introduce yourself at
organizational meetings or when running into an old friend at a
ballgame.Who knows? You may even use it if you meet a potential
customer in an elevator.
So go out and find a three-story building with an elevator, ride up
and down and practice your pitch.That way, you’ll be prepared the
next time some one asks you,“What do you do?”
Rhonda Abrams – Gannett News Service
M.Larry Litwin, APR, Fellow PRSA – Author – The Public Relations Practitioner’s Playbook
[To comment: larry at larrylitwin dot com]