There’s been a lot of talk lately about the age-old “elevator pitch.”
Many freelancers are asking whether or not it’s still important to have one in the era of websites, Facebook, and LinkedIn.
Some have gone as far as saying elevator pitches are no longer relevant. That they’re outdated and dying a slow death.
I don’t buy it.
Elevator pitches will ALWAYS be an essential element of your marketing toolbox. But what needs to change is how we approach and craft these messages.
Dispelling the Mystery
Considering how simple a concept it is, the elevator pitch generates a great deal of confusion.
Essentially, an elevator pitch is a statement that succinctly describes what you do. It should be short enough that you could deliver it during a quick elevator ride when prompted to explain what you do for a living.
(Of course, elevators aren’t necessarily the best place to engage in such a conversation. But at a business conference a few years back, I had a stranger in an elevator ask me what I did for a living. Caught me completely off guard!)
Shorter is Better
Now … here’s why I think so many people bash the elevator pitch. First off, you’re not supposed to deliver a full-scale pitch! Traditionally, the idea was to deliver your message in 30 seconds or less.
But frankly, if you’re talking for more than 15 seconds, you’re saying too much! (In fact, they should be called elevator statements, NOT “pitches”!)
So work on saying what you need to say in a very succinct way. And make sure to include these key elements:
- What you do
- For whom
- Why you’re different
- Why that difference matters to your clients
Simplicity and Relevance Are Key
Also, don’t make the mistake of trying to cram everything you do into a short statement. You don’t have the room. Keep it simple by focusing on your core value and differentiator. Resist the temptation to rattle off every one of your service offerings.
At the same time, your elevator pitch should be tailored to the person you’re talking to. So if the person is a prospect, your statement should communicate your value in a way that’s meaningful and relevant to him or her.
But if a family member or good friend were to ask you what you do for a living, you should have a “layman’s” version ready to go. You want them to walk away with a basic idea of what you do. That way it’s easier for them to think about people and organizations in their network who may be able to hire you.
Talk Like a Human
Make sure your statement is clear and free of fluff and worthless jargon.
And please, please, please — for the love of all that’s good in this world — DON’T sound like a walking brochure!
Talk like you normally would. Be conversational. Skip the flowery words and elaborate sentence structures. This alone will dramatically increase your chances of starting a meaningful conversation with the other person.
Which leads to the final tip …
See it for What it Really Is
Your elevator pitch is NOT meant to close a deal. Or even to get a meeting.
It’s merely a conversation starter. You’re trying to see if there’s a basis for some dialogue here.
Think of it as one of those food samples at the grocery store. It’s not a meal. It’s just a small bite so you can determine if the product is worth considering.
Depending on what it is, you might decide to give it a try. If you enjoy the sample, you might ask the server some questions about the product, read the nutritional label, determine the price, and so on.
Based on all of this information, you’ll then make a buying decision.
Elevator pitches aren’t dead. In fact, they’ll never go away. The key is to see them for what they are — and to craft short conversation starters that are clear, relevant, meaningful, and tailored to the person you’re addressing.
Ed Gandia is a sought-after B2B copywriter, author, speaker, and coach. He’s the author of a number of popular programs here at AWAI, including Writing Case Studies: How to Make a Great Living by Helping Clients Tell Their Stories and How to Write White Papers that Command Top Fees.
