Crafting and Refining your Elevator Pitch
John Doyle
Digital Experience Builder | Website Optimizer | Writer & Speaker | Digital Polygon CEO
In business, your elevator pitch becomes your ticket to opportunities. It's not just an introduction to your business; it's your chance to captivate, persuade, and leave a lasting impression. In this article, we'll explore the why, the what, and the how of crafting an elevator pitch, drawing from my own journey of starting a consulting/services business.
Why Your Elevator Pitch Matters
Your elevator pitch is your business’s first impression when talking with new people in many situations. In a matter of seconds, it needs to convey your essence, your unique value proposition, and your passion for what you do. It's the difference between being forgotten in the crowd or being the business that sticks in people’s minds. Crafting your elevator pitch is not just a formality; it’s a necessity. A compelling elevator pitch has 2 key components:
Value Proposition: Clearly state what your business does and the problems it solves. Be specific and concise.
Uniqueness: Highlight what sets your business apart. Is it your approach, your expertise? What is your special sauce, your WHY?
When I started Digital Polygon, honing my elevator pitch was something that I struggled with. I realized that clarity and authenticity were key to making an impact and generic pitches like “We build websites” or “We help organizations implement complex Drupal projects” was not going to make us stand out. I have adjusted and adapted my elevator pitch over the years, and I will continue to evolve and adapt it. I found that it is very important to weave in your passion into this pitch. Without this, it is likely to lack energy, and fail to leave a memorable impression.
Three Tips for Crafting Your Elevator Pitch
Be Authentic: Your pitch should reflect your genuine passion and expertise. Authenticity is magnetic.
Know Your Audience: Tailor your pitch based on who you're talking to. What might resonate with one person might not with another.
Practice, But Stay Flexible: Practice your pitch, but be ready to adapt it based on the situation. A rigid pitch can feel rehearsed.
In the world of business, your elevator pitch is the first introduction to your company in many instances. Craft it with care, refine it with feedback, and practice it often. Remember, it’s not just about what you say; it’s about how you say it and the impression you leave.