[email@example.com] The following is just one of nearly 300 tips and tecniques from Litwin ABCs of Strategic Communication
The Applicant or Summary is similar to an elevator speech – A strategic message (about 30 seconds – 75 words) with two or three key message points – that can be delivered quickly – even during an elevator ride.
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?”