Defining your Elevator Pitch

29th, October 2017

An elevator pitch is an overview of your business that can be conveyed within 30 seconds (30-80 words) during a ride on an elevator with a prospective stakeholder. It should leave your listener wanting to know more. Elevator pitches can be written for products, people or businesses.

Why would you want an elevator pitch?

There are a variety of advantages in defining your elevator pitch or mission of your small business and much of your marketing efforts will be based around this. Without one there is a chance to miss out on vital opportunities for business when you network and it’s very easy to miss the point with your marketing copy.

Even if you don’t feel like you need to do this with your business, if you haven’t done it already, go through the exercise anyway just to reaffirm your mission. There could well be something that you learn from this that hasn’t been obvious in the past.

Advantages of defining the elevator pitch

  • You will be fully prepared and will know what to say if for example you meet an old friend or if an unexpected business opportunity arises in conversation
  • You will be crystal clear about what you business is about – and this is at the core of all of your marketing efforts
  • Business cards, email signatures, profiles, articles and your about page will all have clarity
  • It will be easier to create your tagline
  • It will be easier to write content for your website or blog
  • Optimizing your site for the search engines and gaining traffic will be improved if you know what your keywords are and for whom you are writing
  • Media contact will be improved
  • Business partners and other bloggers will have clarity

  • How to Define Your Elevator Pitch

    Solve a problem or need - basically the internet is a huge answer machine. Which questions and needs will your business answer?

    Who is your audience - what is your demographic? Consider what they need to know.

    Why would your client choose your business or want to know about it – what will they get from you or how?

    Be clear and precise - don’t leave people wondering what you mean.

    Be passionate and convey some energy

    If possible inject some humor or personality into your pitch.

    And once you have your pitch?

    What else do people need to know – ready yourself with the next level of information so that if people ask more, you already have it ready. Here is an example:

    “Hi! My name is Jay Beavy.

    Our company Formulis has been advising clients on how to produce eye-popping custom websites and creative internet marketing since 2003. Can your website and online marketing program use a boost?”

    John B. Vinturella, Ph.D. has more than 40 years' experience as an educator, manager, entrepreneur, and strategist. He founded and ran a highly successful business for 20 years. He is the author of “8 Steps to Starting a Business,” available at Amazon and directly from John at a significant discount. Contact John at: