FROM GOOD TO GREAT - HOW TO WRITE A BETTER ELEVATOR PITCH
We all know what an elevator pitch is, but I suspect not everyone knows how to craft one that really works for you – one that will be remembered long after the elevator ride is over.
We tend to craft elevator pitches by reciting a quick statement about who we are and what we do.
Example: “Housing For The Homeless provides transitional housing for homeless people in the Puget Sound area.”
Here’s another one: “I’m with Washington bank. We’re the largest commercial lender in the area. We provide…” and then you list your services.
Technically, there’s nothing wrong with either of those responses, except they don’t tell us much. And frankly, after hearing either one I’d probably get off the elevator and never think about you again.
Because nothing you said piqued my interest. It was no more impactful than if you’d told me you sold Pepsi products.
Don’t get me wrong, I love Pepsi. But unless you create a lasting image in my mind, I’ll forget about you almost immediately.
So, how can you go from good to great?
Stop thinking about what you do. Instead, think in terms of what difference you make or what sets you apart.
Here’s an example: “Housing For the Homeless helps almost 300 people a year transition from living on the streets to regaining their dignity, security and optimism by moving them into temporary housing.”
Now you’ve told me something I might care about.
You could even shorten it to: “Housing For The Homeless turns lives around by moving homeless people off the streets and out of shelters and into safe, secure temporary housing.”
Now you’ve taken boring bank jargon and said something I can relate to.little different than other banks. We pride ourselves in being part of the communities we serve, and we’re dedicated to providing the premiere customer service and financial products in the entire Puget Sound area.”
Now you’ve taken boring bank jargon and said something I can relate to.
To be truly effective, your elevator pitch needs to be short (no longer than 30 seconds) and concise. But more importantly, you need to take advantage of that snippet in time to tell someone about how you’re changing the world in which you work and in which they live.
Make it personal.
Your reward will be when they say, “Really? I’d like to know more.”