Your elevator pitch, if developed strategically, has the power to hook your audience and lead to a more valuable conversation. The persuasive 30-second speech, meant to last the length of a short elevator ride, should quickly and concisely convey your brand and its value proposition to the person you are speaking to. The elevator pitch typically acts as an ice breaker, and depending on your presentation, can help you stand out against the crowd. Here are the TACK10 Tuesday Top 5 Tips for Building Your Elevator Pitch.
1. Know Your Audience
Like with any form of communication, one of the most important pieces to consider in the development of the content is your target audience. Who are you trying to pitch your business to? Once that target is identified, be sure to speak in their language, staying as succinct as possible.
2. Define a Pain Point
Whether small or ground-breaking, there should be some sort of pain point or gap that exists that your company can solve for. Clearly defining that pain point (or your brand’s “why”) will help you define your value proposition, which is one of the overarching goals of the elevator pitch.
3. Know How You Solve It
Once you have established the problem, explain in an impactful way how exactly your company solves it through the work that you do. Thinking of your work as the solution to a problem helps add context to what you do, and further enforces your brand’s value.
4. Recognize Your Competition
While it is not always necessary or appropriate to call out the competition within your elevator pitch, knowing who they are and what they do is helpful in the development of your speech and overall value proposition. You want to show what makes you different, so find out what the rest of the industry is doing and see how you compare.
5. Provide an Example
Going back to Point #1, Know Your Audience, it is beneficial to have a repertoire of examples and case studies to pull from that you can tack onto your elevator pitch where relevant. If your company has worked on a variety of projects or within multiple industries, pull your best examples from each and be ready to showcase one of them depending on who you are speaking with.
Once you have defined all of the above points, you are ready to develop and present your elevator pitch! Bounce it around the office for refinement and practice with your inner circle if you feel you need a bit of a confidence boost before pitching in front of your targets. And do not forget – the perfect elevator pitch will get you in the door, but it is the conversations and connections that come later that will you keep you there.