By Heather King

How’s your elevator pitch sounding? Whether you’re a small business owner or a marketing professional, first impressions matter so you need to be able to clearly communicate your business’ value proposition and why someone should choose you over your competitors. That’s where a well-crafted elevator pitch comes in: a concise, compelling message that tells potential customers or investors who you are, what you do, and why you do it better than anyone else. Let’s explore the key elements of a successful elevator pitch and how to craft one.

Start with a Hook

The first sentence of your elevator pitch should grab the listener’s attention and make them want to hear more. This could be a surprising statistic, a provocative question, or a bold statement that challenges conventional wisdom or the listener’s assumptions. Whatever you choose, it should be something that immediately piques the listener’s curiosity and makes them want to know what comes next.

Clearly Define Your Value Proposition

Once you’ve got their attention, it’s time to tell them what you do and explain your value proposition. Be clear and concise, and focus on the benefits you offer to your customers rather than just the features of your product or service. Your value proposition is what sets you apart from your competitors and explains why your business is valuable. 

Crafting Your Elevator Pitch: How to Communicate Your Value Proposition in 30 Seconds or Less

For example, instead of saying, “we make the best cookies in town,” say, “we help people indulge in the deliciousness of freshly baked cookies without any of the work.” Your elevator pitch should clearly state what you do, who your target market is, and what problem you solve for your customers.

Showcase Your Credibility

After explaining your value proposition, it’s important to showcase your credibility. This can be done by highlighting your experience, credentials, success stories, or awards you’ve received that are applicable to your audience. This helps build trust with the listener and shows that your business is reliable and trustworthy.

Customize Your Pitch to Resonate with Your Audience

Your elevator pitch is not a one-size-fits-all message. You’ll need to customize your elevator pitch based on the situation you’re in – whether that’s a networking event, a meeting with a potential client, or a chance encounter with an investor. Be prepared to adjust your message on the fly and tailor it to the person you’re speaking with.

Use language that each audience understands and can relate to, and highlight the things that are most important to them. For example, if you’re pitching to a VC firm, you might want to focus on your growth potential and the size of your addressable market. If you’re speaking to a potential customer, you might want to emphasize the convenience or cost savings you offer. 

Practice, Practice, Practice

The key to delivering a great elevator pitch is practice. Once you’ve crafted your message, practice it in front of a mirror, with friends or coworkers, and in real-life situations. You can even try recording yourself to see how you come across. Rehearse it until you can say it confidently and smoothly without any stumbling or hesitation so that it sounds natural and confident.

Crafting Your Elevator Pitch: How to Communicate Your Value Proposition in 30 Seconds or Less

End with a Call-to-Action

The end of your elevator pitch should always include a call-to-action. This can be an invitation to learn more about your business, a request for a follow-up meeting, or simply a question to gauge the listener’s interest. Remember that the goal of your elevator pitch is to create a conversation and open up new business opportunities.

Need Professional Help?

Crafting a great elevator pitch is a key skill for any business owner. By following these steps, you can craft an elevator pitch that communicates your value proposition in 30 seconds or less by grabbing attention, communicating your value, and setting you apart from the competition. With a little bit of practice and polish, you’ll be ready to impress potential clients, investors, and partners and make the most of any opportunity to sell yourself and your business.

To have Elle Marketing help you craft your elevator pitch, set up a consultation today.