In my years spent working in fundraising and marketing for nonprofit organizations–both as employee and as a consultant–I encouraged those who worked with these organizations, whether they were employees or volunteers, to develop a speech or a way of explaining what the organization did in the time it took to take an elevator ride. Often we get started and we can talk and talk about our businesses and what we do–but we don’t always have that kind of time to make a first and lasting impression. We need something strong, brief, and inspirational that we can share with confidence and ease. This is what I call the Elevator Marketing Pitch.
Imagine you step onto an elevator with two or three people carrying an item from your inventory or a large display piece for a marketing presentation. One of the individuals asks you, “What’s that? “ What would you say? You only have a minute to let them know who you are and what you do (sell, offer, provide, etc.)–there’s no time to stumble over your words or grasp for just what to say. Having a brief statement handy to pull out of your back pocket will help you take advantage of the opportunity.
“My name is Joe Smith and I run my own business selling affordable and long-lasting, quality widgets. This is an example of one of my widget products and I’m in the building making a presentation to XYZ company. Here’s my business card if you’d like to find out more about my products. I’ve been in business for five years since leaving a successful career in banking. I’d love to chat with you more about widgets!” As you’re nodding and stepping off the elevator and each person is holding one of your cards and reading the name of your business and absorbing your own name as well.
Brief, strong, and to the point. You’re conveying confidence and excitement over your product or service and making sure to say simply who you are and what you are about. As you’re creating your elevator marketing speech, time yourself and even practice it out loud with an audience. The more you practice and imagine yourself giving your statement, the easier it will come to you when you are called upon to make a self-introduction at a meeting, when you’re networking, or any other time you have a brief window of opportunity to make a lasting impression and “market” your business.