So what does your company do?
Imagine you’re waiting at the airport for your flight and the person next to you strikes up a conversation. As you chat, he expresses interest in your work and asks you this question.
You open your mouth, try to say something, and you freeze; unsure of where to begin. As soon as you organize your thoughts, his flight is called, and he rushes off, leaving you with a missed opportunity to make a valuable connection.
If you’d been better prepared, he’d have asked for your business card for future collaboration.
This scenario highlights the importance of having a well-crafted elevator pitch – a short but succinct introduction of your business.
With a strong elevator pitch, you’ll be prepared to seize these moments and make the most of every encounter – whether it’s at a conference, networking event, or chance encounter.
In this article, you’ll learn everything about elevator pitch – basic definition, the formula for a perfect elevator pitch, and examples.
Let’s probe the nuances.
What exactly is an elevator pitch?
An elevator pitch (also called an elevator speech) is a quick synopsis of who you’re, what you do and/or sell, and how your product/solution helps your prospect. The goal of an elevator pitch is not to convince the person you’re talking to close a deal.
It’s an opportunity to earn your prospect’s time and attention and move them to the second conversation. The idea is taken from the time you spend on an elevator with a second person. How you should present your product/solution to the second person during a brief elevator ride.
How long should an elevator pitch be?
An elevator pitch should be between 50 and 200 words that you can present in between 30 and 60 seconds. Some experts suggest keeping the pitch short — within 15 to 30 seconds because of the overworked attention spans of the corporate people.
In job interviews or career fairs, your elevator pitch can be longer, about 45 to 60 seconds. While shorter elevator pitches are best for chance encounters or casual networking events where you only aim to open the possibility of a new relationship down the line.
However, keep in mind that your elevator pitch should never exceed a minute in length – no matter the case.
When to use an elevator pitch
You can pull out an elevator pitch at networking events, conferences, warm calls, job interviews, career expos, booths, trade shows, chance encounters, and in your online corporate platform, such as LinkedIn.
Keep your elevator pitch engaging and goal-oriented, and end by offering a business card or asking for a LinkedIn connection.
For example, “I help companies like yours increase sales by up to 40% without extra cost.”
If you are presenting your elevator pitch in-person or at a virtual event, remember to practice, so it’s clear, concise, and well-paced.
The formula for a winning elevator pitch
If you want to make an impact with your elevator pitch, make sure to follow this formula:
Introduction + story + closing (hook) + editing = elevator pitch
Now let’s get to the step-by-step method to create a perfect elevator pitch.
1. Introduction
Jumping straight into a spiel could cause your audience to leave the room early in annoyance.
Don’t make this mistake. Write a proper introduction but keep in mind that you have got only 5 seconds for this.
In the first five seconds, present your first sentence and make it relevant.
For example, you can use this formula for your introduction.
I help X achieve Y by doing Z.
X = audience
Y= value you deliver ( add numbers to make your pitch strong)
Z= how you deliver, your solution
Let’s say you offer SEO services in Hong Kong so your introduction could be something like this:
I help small business owners (your target audience) achieve 10x more local organic traffic/ store visits(the value you deliver) by doing practical Local SEO that actually works (your solution)
2. Your story
This is the most important and powerful element of your pitch. You can use the copywriting framework SSS(Star-Story-Solution) in this part to add an extra layer of crunch.
Here’s how it works. You get to introduce the reader to the star of the story (could be your customer or a fictional character facing a problem/challenge) and tell a relatable story highlighting a problem/challenge your star is facing and then introduce the solution (this could be your product/service) that solves the problem of your star.
Make sure you tell a relatable story that makes readers see themselves in the star’s shoes. It should resonate with your readers on an emotional level.
Here’s how you can craft a good story.
- Introduce your star to a story
Once upon a time, there was X (your star) who faced Y challenge.
Before you propose a solution, introduce a problem and give them concrete numbers (wherever possible) as it will add some weight to the pitch. It will also prove that you’ve done your research and are very much familiar with the problem and eager to solve it.
For example,
John (your star) lives in a small town in Hong Kong and he provides lawn care services to nearby areas. He is feeling frustrated and stuck because he is not hitting his revenue goals from the past two years (problem/challenge your star is facing). But John is not alone. Nearly 70% of small business owners(concrete numbers that show your research) failed to target local customers because they don’t have a local SEO strategy in place.
- Solution
Now comes the pitch part where you introduce your product/services. It’s time to segue into your idea that your audience genuinely believes will eliminate that problem.
For example,
X (your star) was introduced to Z (your service/product).
John was introduced to Hypabeez and decided to try our local SEO services. Within a few months, John’s lawn care business started showing up on local search results including maps. And he witnessed a whopping 50% increase in local leads. Consumers called him for lawn care services.
3. Your closing (hook)
Now in this section, you need to shoot your hook so that your audience can go home with a message.
Your closing should contain 3 Whys:
- Why will this solution help in the long term?
- Why do they trust you?
- Why now?
Let’s consider the example of a tech company.
Why will this solution help in the long term?
In the next decade, all businesses will be dependent on this software.
Why do they trust you?
This technology doesn’t exist in the market today, for this reason alone, we gained 20,000 users in 2 weeks. (that’s your hook).
Why now?
With every passing day, your company is losing valuable resources, time, and money. When should you start? The time is now. Get ahead while you can.
4. Turn on your editing brain
Now as you are done with your elevator pitch text, it’s time to time your pitch. Make sure it doesn’t exceed 60 seconds.
Read your pitch out loud to see if it flows. Sometimes an elevator pitch doesn’t flow well when read aloud because there are certain words that don’t align with the sentences when you read.
Reading the pitch out loud can help you identify if the text runs into any problems and if you can best present it within a limited time.
If you think that your elevator pitch is too long, shave down the long and unclear sentences. Use powerful, persuasive, or dopamine-boosting words or phrases.
Don’t use complicated words that make people open up a dictionary. Add words that make people intrigued/excited and make sure that your pitch sounds natural.
How to deliver your elevator pitch?
Now as you have got your winning elevator pitch ready. It’s time for the actual show. Here are some factors to keep in mind when you deliver your elevator pitch.
1. Appropriate fashion
If you’re talking to factory workers, wear casual clothes. Never dress better than your client. Dress a little bit lower. Don’t dress super fancy.
2. Confident body language
Don’t let people read your fears. Make sure you’re calm and your body language will be confident. With strong eye contact and a loud and clear voice (If you’ve got some time, do vocal warm-ups to optimize your voice) you can look confident.
Also, ensure to face your prospect straight on with your torso open and turned toward them. Put your arms in movement – don’t cross them over your chest.
3. Strong eye contact
Strong eye contact is really good for building trust but don’t overdo it – 70–80% is fine.
Also, when you make eye contact watch out for the expressions of your audience whether they are bored or interested. Along with the right tone, you must keep in mind the body language cues.
For example, if someone raises their eyebrows at you, it means they are interested. If someone rests his back on the chair with arms crossed over his chest, he is getting bored and you need to present something intriguing.
4. Enthusiasm
People love to listen to those who are energetic and cheerful. Don’t just read out your elevator pitch. Instead, make it exciting by making your tone up and down, emphasizing power words, transferring emotion with an emotive tone, and throwing away some humorous punches (only if your sense of humor is good). Stand up straight, look cheerful and energetic, and deliver your pitch with genuine enthusiasm.
5. The handshake at the end
Don’t just leave the meeting room or an event without shaking hands. If you fail to give a handshake then it can ruin your effort. Also, try giving your own business card or asking to connect on LinkedIn. You may use these sentences to end your conversation well.
- It’s been good meeting you, let’s keep in touch.
- Thank you for such a lovely conversation. Let’s catch up next week over coffee. What say?
Best elevator pitch examples for inspiration
No matter if you’re a novice or an experienced expert, our examples encompass all possible scenarios you may encounter. To provide you with a clear understanding of how elevator pitches should be presented, we have composed multiple illustrations that are readily available below.
1. Website analyst elevator pitch
Hey there, do you want to know what’s really going on with your website? I mean, the deep down nitty-gritty stuff that could be holding you back from achieving your full potential online. That’s where I come in. As a website analyst, I’ll dig into your site’s data like a burrowing animal on a mission. I’ll uncover the hidden patterns, reveal the untapped opportunities, and provide you with a clear roadmap to optimize your site and crush your online goals. Don’t settle for mediocrity. Let’s level up your website game together.
2. Content writer elevator pitch
Hey there, I’m Cameron – a content ninja, wordsmith, and general master of all things written. My passion is helping businesses like yours captivate their audience through compelling content. Whether you’re looking to boost traffic, increase conversions, or establish yourself as a thought leader, I’ve got the skills to make it happen. Let’s chat and see how I can unleash the power of words for your business!
3. Selling your AI tool
Have you ever been tasked by your boss to “create a report quickly before the end of the day”? Saying yes to this request can be disheartening because you know it will take longer than expected. The founders of AnswerASAP, my company, experienced the same issue during their time as marketing executives. To solve this problem, they developed a tool that consolidates all your data in one place and generates customized reports in 30 seconds or less.
4. The one-liner elevator pitch
Say goodbye to the hassle of data-gathering and report formatting – our tool streamlines the process, allowing marketers to create stunning reports in under 30 seconds.
5. The advertising agency elevator pitch
Hey there, are you tired of throwing spaghetti at the wall to see what sticks when it comes to advertising? Let’s be real, it’s a messy approach that doesn’t always work. That’s where our advertising agency comes in! We’ve got the creative sauce to cook up a winning campaign that will have your audience saying “yum” instead of “yuck”. Trust us, we won’t leave you with a mess to clean up – just a dish that’s sure to please. So, are you ready to dig in and see what we can cook up together?
6. UI/UX design services elevator pitch
As UI/UX experts, we’re all about crafting designs that are both visually stunning and user-friendly. We believe that design isn’t just about making things look pretty, it’s about creating an experience that captivates and delights users. Whether it’s through seamless navigation or intuitive interfaces, our designs are always focused on enhancing the user experience. From wireframes to high-fidelity prototypes, we pour my heart and soul into every pixel we place. Let’s work together to create a design that not only looks amazing but also functions flawlessly. Trust us, your users will thank you for it.
7. Streaming services elevator pitch
Hey, it’s your favorite wise-cracking, fourth-wall-breaking, spandex-wearing superhero… no, not that guy, the other one. I’m here to tell you about my streaming service that’s as awesome as my chimichangas. We’ve got all the movies, TV shows, and documentaries you could ever want, and our exclusive original content will knock your socks off. You can watch it all whenever and wherever you want at just a $10 per month subscription. So why not join us today and start watching some serious cinematic magic? Let’s make your downtime epic!
8. Marketer and programmer applying for a job
In my role as a team leader at an online marketing firm, I utilized my programming skills and knowledge to develop a time registration system. This system enabled us to accurately track the actual working hours against the estimated hours in our quotations, resulting in significant monthly cost savings for our team. As a result of my unique blend of marketing and programming expertise, I am confident that I can add value to your organization. Not only can I enhance your marketing strategies for clients, but I can also improve your team’s performance and provide valuable insights into their results.
9. Journalist pitching to a magazine
Narrating tales has been my lifelong passion. From the tender age of ten, I devoted my time to filling notebooks with gripping thrillers. Eventually, this hobby propelled me toward becoming an editor for my school paper. As I pursued my journalism studies, I also gained practical experience by working for a local news website. As a recent graduate, I am eager to leverage my storytelling skills and journalistic expertise to captivate your national travel magazine readers every month with awe-inspiring travel accounts.
10. Technician applying for a job
When I was just six years old, my mother walked in on me with a screwdriver and a disassembled radio. While I lacked the skills to put the device back together, my passion for engineering was already evident. Fortunately, this fascination never waned, and during my vocational training and subsequent apprenticeship as an electrician, I relished the opportunity to learn and work in this field every day. As I complete my education, I am eager to join your team of seasoned technicians and continue my pursuit of knowledge in this exciting field.
11. Fashion designer
Your company had me sold the moment I learned about your team’s Milan trip. I love city getaways, but what really grabbed my attention was that you visited a small, family-owned boutique where Italian nobility used to have their dresses made. Your passion for fashion history inspired me to apply for a job with your company. Fashion is more than just colors, fabrics, trends, and influencers. It’s a crucial part of our culture. As a fashion designer with a background in cultural history, I am confident that I can bring value to your marketing team.
12. Consultant
Hello, technical experts! Do you ever find yourself struggling to communicate your ideas effectively to your colleagues or clients? Or perhaps you’re feeling overwhelmed by the interpersonal aspects of your job. As a soft skills consultant, I can help you develop the essential people skills needed to thrive in the workplace. With my guidance, you’ll learn how to communicate confidently, build strong relationships, and handle challenging situations with ease. Let’s work together to unlock your full potential and achieve your professional goals.
Your catch?
The act of selling is not limited to sales professionals alone. In every aspect of life, everybody is trying to sell themselves. For instance, when seeking a romantic partner, attending a job interview, or any other scenario that requires convincing another person of your worth, you are marketing yourself.
During each communication, either you convince the client to purchase some stock, or the client tries to share reasons why they cannot make the purchase. Regardless, there is always a sale being made. However, the question is, who will be the one to successfully close the deal? You or the client? An elevator pitch will help you win!
If you are a small business owner and don’t know the art to craft a compelling elevator pitch, you may contact us at any time. Our goldsmith copywriters will add a sprinkle of magic to your simple spiel.
