Dynamically portraying your company is one of the most important things that an entrepreneur does, especially in the formative stages of a new venture. Being able to quickly encapsulate the unique aspects of your product or service in a compelling manner is fundamental to gaining customers, investors, and building your brand. This is known as the elevator pitch.
The elevator pitch — so named because it should not last longer than an average elevator ride — is far too important to ignore. While you may not always deliver the pitch in an elevator, there will be occasions every day when you describe your new venture to others.
If you do not have an elevator pitch, create one, and rehearse it. Make sure it articulates the added value that your company brings. Use analogies; keep it simple; avoid lots of technical terms. You don’t want to put people to sleep. Emphasize your company’s unique advantages.
If you already have an elevator pitch, revisit it. Every company grows and changes as customer needs and products evolve. When you update marketing materials, update your pitch.
Finally, don’t feel tied to one elevator pitch. You should be able to tailor your pitch to a particular audience, highlighting what may be relevant to them about your company.
– Donna De Carolis, Dean