The elevator pitch - How to explain who you are in 30-60 seconds
20 February 2020
If you’ve ever been to a networking event, chances are you have found yourself having to stand up and explain who you are and what you offer in just 30-60 seconds. How can you do that in such a short slot? Being able to explain your business concisely is an essential skill in any situation, so this is good practice for you.
Here is one of mine:
It’s a little story about who I help, what I help them with, and why they should choose me.
1. Who are you talking to?
“Hi, I’m Samantha, and I help ambitious technical and industrial B2B companies”
Here, I’m introducing myself and letting my target audience know that I’m talking to them.
NB – your LinkedIn headline is not an elevator pitch. A lot of “ LinkedIn experts” advise people to use something along these lines “I help x type of business do y.” The problem is that in many instances (including most views on the mobile app) all anyone will see is “I help X” and without the x, and nobody will have a clue what you do.
2. What benefit will they receive?
“reach their business goals”
Bear in mind that the core benefit is not the service you offer – it’s what the customer will gain from them. So, it might be savings; it might be better margins, it might be reduced downtime, it might be secure data, etc.
3. How do you do this?
“by getting their message across to the right audience at the right time.”
This is a basic overview of what I do.
4. The “how” details
“Whatever they need, whether it’s a whole new marketing plan, someone to look after their social media or even just a new brochure”
Now you have their attention, you can explain in a bit more detail. Still keep it snappy though. If, like me, you cover a wide range of services, use a few examples.
5. Why you?
“I can communicate technical concepts simply.”
In my case, my USP (Unique Selling Proposition) is that I am used to taking complex or dry products and services and marketing them in a simple and engaging way. Work out what is special about you.
6. The “why you” details
“I’m a chartered marketer, and for 15 years before I set up on my own, I worked for technical and industrial type companies such as construction companies, engineering companies, B2B Tech.”
Again – you’ve got their attention, so go into detail and back up your USP claim and demonstrate your credibility. Short and snappy mind – they don’t need your whole CV, or your company’s entire history, just a summary.
7. Leave them with something to remember
“I am Labrakita Marketing, and I make your complex simple.”
You want them to go away remembering your brand and why you. If you have a good tag line that reflects that, use it here.
Use this formula whenever you create a new elevator pitch. Adapt it to the audience and for the product or service you want to talk about. I have four different versions so far; you may need more.
Obviously, this is a formal version that wouldn’t work in an informal conversation. Still, once you know your elevator pitches off by heart, you will also find it easier to explain your business conversationally.
If you would like some help putting an elevator pitch together, call me on 07791521439 or email me at samantha@labrakita.co.uk