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How to Write an Elevator Pitch

October 31, 2022

If you had 30 seconds to explain your business, could you? Imagine you step onto an elevator on the first floor, and someone steps on, hits the button for the highest floor and states that if you can successfully convince him to buy your product or service by the time the doors reopen, he will hand you the money right then and there. You would be required to cut away all of the “fluff” language and charming anecdotes. Further, you must rely solely on your ability to effectively and eloquently describe your business in a way that is so convincing it only needs approximately 30-60 seconds to be fully understood. That’s the philosophy of an elevator pitch.

Every business leader must craft and memorize an elevator pitch. Not only is this important for investors, but it could serve you well while out and about at conferences, meetings, or even a chance opportunity in an elevator (such as the pretend example above). This allows a potential customer or investor to know what you sell and why you sell it in a concise and convincing way. An elevator pitch is not something you want to come up with on a whim and should be a strategic method for attracting someone to your brand with the power of words.

So, how do you write an elevator pitch as an entrepreneur?

Step 1: Who?

Part one of your introduction. Keep it brief. Who are you?

Step 2: What?

Part two of your introduction. Keep it just as brief as part one. What is your business?

Step 3: Why? 

This is the important part of your pitch. Take your time to draw attention with a hook. Why does your business matter? Now that your audience knows who you are and what you sell, you need to convince them of the “why?” Note the keyword “convince,” as you do not need to tell them why but show them. Identify the pain point your audience will relate to that your business solves.

Step 4: How?

This finale demonstrates your goals and solutions. Reel them in. How does your business answer their needs? Your audience knows who you are, your business, and why it exists. Now, they are waiting for how you can offer what they are looking for.

The who, what, why, and how method is a great way to remember how to format your elevator pitch; ultimately, how you grab attention is unique to your business. The most crucial factor to remember is that you need to memorize a short paragraph of information about your business that will answer most of their questions while remaining persuasive in as little time as possible for effectiveness. Read below for an example and several tips for entrepreneurial elevator pitches.

 

Example of an Elevator Pitch:

I’m Jane Sitwell, founder of Fitwell. After 15 years as a fitness instructor, I decided to create Fitwell – which provides rental equipment for people looking to take control of their health. Let’s be honest; paying for a gym membership or equipment is not always feasible – and a $1 ice cream cone starts to look better than a $1000 rowing machine. Our goal is to help ensure healthy choices are easier to make. We do this by providing a membership program to rent gym equipment on a month-by-month basis. Would you take control of your health in the comfort of your home at an affordable monthly cost if it were readily available to you?

 

Tips for Presenting an Elevator Pitch:

  • Practice, practice, practice… Then practice more. Recite your elevator pitch to a mirror, colleagues, friends, family, car, shower, etc. The more you practice, the more comfortable you will be, and your confidence will radiate.
  • Remain brief, but avoid running through your points. It’s not a race to the end of your pitch. Take a breath, know your pitch, and speak calmly and persuasively with purpose.
  • Be personable. Yes, it is a speech you have practiced many times – but that doesn’t mean it cannot be friendly and personable. Keep eye contact and talk as if you were speaking to a friend. Connect with your audience and make your tone warm and inviting rather than monotone or rehearsed.
  • Always follow through. Keep a stack of business cards available in your wallet, purse, or pocket that contain information such as your name, business name, website, and how to reach you. Do not let them leave empty-handed without a way to contact you after your pitch is over.

Get ready to close the deal with an elevator pitch that is captivating and memorable. Ensure you have a speech on hand that you have rehearsed many times so that you are never caught off guard and are always prepared to sell. 

I take tremendous pride in building positive and lasting relationships in my businesses and personal life. Every member of my team is committed to helping our clients get the maximum amount of funding possible and achieve their highest growth potential.

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