An elevator pitch consists of the standard, concise talking points that you use to describe and make the case for your organization, program, or product. Concise is the key word here – the name “elevator pitch” is tied to the concept that the pitch can be completed in the time you spend in an elevator with someone else. You may ask; how can I tell someone everything about my organization within that short of a timeframe? You can’t, and that isn’t the point. The goal of the elevator pitch is to give enough of a description to pique someone’s interest, while also providing basic information. Ideally, you walk away with someone’s contact information and/or a commitment to follow up.
Your elevator pitch should be similar to the short, written description that you may use on your website, marketing materials, or conference programs but will be more adaptable. Here’s why:
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It’s difficult to memorize a written description word for word, and if you do, it can sound unnatural because it doesn’t correspond to normal speech patterns
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Both the individual giving the elevator pitch and the intended audience have personal preferences and interests
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The length of time you have for the elevator speech will vary
Why is an elevator pitch important for my organization?
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Ensures consistency of key goals and messaging
While every elevator pitch will be slightly different, the primary message should be the same. If you find that employees aren’t on the same page with their pitches, then you may need to evaluate whether your messaging a) accurately reflects what the organization is doing and b) that you have communicated the organizational priorities internally to your staff.
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Serves as a high-value tool for your senior, communication, and sales staff
These categories of employees are the most likely to be called upon to give an elevator speech regularly. Having a standard pitch that they have bought into and feel comfortable delivering ensures that they are informed and prepared for these opportunities. Tying in to the earlier point, it also keeps the key message consistent.
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Creates everyday ambassadors
Every employee of your organization already has an elevator pitch that they give, although they may not know that’s what they are doing. Over time, people develop a relatively standard answer that they give to questions like – What do you do? Where do you work?, etc. If you can nudge them to communicate about your organization in the clearest and most valuable way, then you have created a workforce of ambassadors. And you never know what connections those ambassadors may have.
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Maximizes your reach
Not everyone will commit to an extended conversation with you, and that may not be the best use of your time and effort. It’s vital to be able to communicate clearly and quickly about the key elements of your organization whenever the opportunity arises.
What does an elevator pitch look like?
Keeping in mind my caveat that every elevator pitch will be slightly different, I’ll use myself as an example:
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I provide freelance communication and media relations consulting services, primarily for nonprofits or organizations that focus on science or health
Expansion 1, added on if I have more time or the person expresses interest in learning more:
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That can include writing, editing, communication planning, or press and media relations support depending on the organization’s needs
Expansion 2:
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I offer both short and long-term contracts; I’ve been hired to step in when communication staff are in transition, for example: maternity leave or to cover the gap before a new hire is brought on, for ongoing support, and for special projects
That’s it – the elevator pitch should be short and sweet! Ideally, you would follow up by exchanging contact information or by segueing into a longer conversation, if appropriate for the time and place.