A few weeks ago I went to a networking meeting and one of the takeaways was developing a 30 second commercial for our businesses or an “elevator pitch.”
What is an elevator pitch?
An elevator pitch is defined by Indeed.com as a quick summary of yourself. It’s named for the time it takes to ride an elevator from bottom to top of a building (roughly 30 seconds or 75 words).
Elevator pitches are sometimes thought to be specific to an idea or a product, but having a pitch to sell yourself as a professional is a common use case for elevator pitches, too.
What should you include in your elevator pitch?
For me, this comes in many different forms because I have many different revenue streams. If you are selling a specific service or product your elevator pitch can go something like this:
- Who are you?
- What do you offer?
- Did you know: XYZ about your industry/product?
- How you solve your customer’s problem.
- Specific call to action.
Who are you?
Introduce yourself! Who are you? What is your business name?
What do you offer your readers or customers?
Next, explain your offering. This should be a niche or unique offering. "I write a blog" isn't specific enough. You want to go deeper so that you only attract your ideal reader or client. Something like "I write a blog about how to garden in small spaces" is more specific and will weed out those that can't benefit from your services. Whenever I do this, I try to turn things around back onto the customer/reader and make them the focus by removing "I" "we" "me" "my" and instead use words like "you" and "your" to make it feel personal!
What is a common value that connects your audience with your topics?
Connection is KEY!!!!! Use this sentence to connect with your reader/customer. What is something you have in common? What is the thread that unites you, and makes you the perfect person to solve their problem? You may also include a “did you know?” statement here.
Explain how you solve your customer’s problem.
Now that you've introduced yourself, explained what you do, and sparked a connection, it's time to share how you solve your customer's problem. If you're blogging, think about the question your ideal readers are typing into google, think about how you can answer that question better than anyone else on the internet.
Finally, a specific call to action.
Lastly, provide a specific call to action. If you were actually in an elevator with someone, you might hand over your business card and ask them to follow up or give you a call. When blogging or writing on social media, you might ask for someone to subscribe to your email list or comment on a post. Whatever it is, make it specific and easy to do!
Here’s an example of an elevator pitch:
My name is Chloe Mackintosh, owner of Boxwood Avenue Interiors. I help you create the home of your dreams! Did you know that there are constant subtle emotional triggers from our surroundings that affect our mood and psyche? That’s why it’s so important to create a serene and comforting space to live in! We don’t just design a beautiful home, we get to know you and create a unique space for your family to grow together. Please reach out to see how we can help turn your home into a place of rest and comfort!
The above applies to my interiors business, but with a blog, it’s a little bit different – we aren’t necessarily trying to sell, we’re trying to connect. So it’s important to think of who your ideal reader is, and how you can connect with them by considering their values.
I want to point out my use of “you” and “your” within the statement. This is intentional. I want the person reading or hearing that paragraph to begin imagining their home being transformed. I want it to feel personal. If I simply talked about myself or clients in general, it would not be nearly as effective!
How do you build a 30-second pitch for your blog?
Start by answering the following questions in your elevator pitch:
- Who are you?
- What do you offer your readers or customers?
- What is a common value that connects your audience with your topics? You may also include a “did you know?” statement here.
- Explain how you solve your customer’s problem.
- Finally, a specific call to action.
For example, I could write:
My name is Chloe Mackintosh, I write the blog Boxwood Avenue, a place where we can come together to celebrate the beauty of slow living. You’ll find homesteading tips, easy and delicious from-scratch recipes, and simple ways to make your house feel cozy! Subscribe to Boxwood Avenue for a little calm delivered to your inbox!
Okay, now I challenge you!!! Leave your elevator pitch in the comments below!
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