You’re at a business function, neighborhood party or industry conference. It’s unavoidable—someone is bound to ask you about what you do. Do you have a snappy, memorable comeback prepared? Would your co-workers describe the company in the same way? When working with clients on their brand stories we find that most everyone within the organization agonizes over how to best represent the service or products they provide in a meaningful and succinct way. In most cases employees describe the same business in very different ways or are not comfortable describing the company at all.

What is an elevator pitch? I love how Katherine Arline sums it up in the Business News Daily article “What Is An Elevator Pitch?” She writes “the elevator pitch is a powerful tool that highlights the unique aspects of your business while opening the door for additional communication.” Sure your elevator pitch should be simple, engaging and short, but it needs to leave the audience wanting to know more. So how do you create an engaging elevator pitch?

Keep it short.

More than anything, your elevator pitch needs to be short. Your listeners will form a first impression about you in 10 seconds or less, so it’s important that you gain their attention in the first 10 seconds and continue to engage them for no more than one minute.

Describe who you are.

Within the first 10 seconds, let your listeners know exactly who you are and what you do. Refrain from using industry jargon, as this may confuse and deter your listeners. You want to let them know who you are and what services you provide in a short and punchy way.

Describe the benefits you can bring.

Now that you’ve hooked their attention, it’s time to build an emotional bond with your listeners by describing the benefits you bring to the table. Share sample solutions your company has developed for clients who faced similar issues as your listener.  Then wow your audience with impressive statistics, supporting the measurable impact of your solution. This is the time to let your listeners know what your business can do and why it should matter to them.

Share why you’re unique.

Once you’ve lured them in with your emotional bond, it’s time to brag about what makes your company unique. At this point, let your listeners know why they should choose your company over your competitors.

Since you know the ins and outs of your business, you may start to go on and on, but remember it’s important to keep it brief. Choose two key points that you can share about what makes your company unique, talk about one big achievement, and tell them exactly how you’re different when compared with other companies offering similar products or services.

Share your goal.

Sharing your goal is imperative to closing the deal. Use this time to be direct and let your listeners know exactly what it is that you want from them. The more direct you are, the more they’ll be willing to let you know if they’re interested or not.

Having an engaging elevator pitch is essential to your business. By using these tips, you’ll be able to grab your prospect’s attention and hopefully earn some new business. If you’re having trouble creating an engaging elevator pitch on your own, try out the Pitch Grub generator tool to help you draft a 10 second or 30 second pitch.


Do you have any additional elevator pitch tips? Please share them in the comments section below.