Did you know that the average consumer attention span dropped from 12 seconds in 2000, to around 8 seconds by 2015? And in an increasingly crowded online world, it’s never been as important to be able to get the biggest selling points of your product or brand across in a short space of time. 

This is where a really awesome elevator pitch can come in handy. 

What is an elevator pitch?

The idea behind the elevator pitch envisions you meeting some kind of prospect – maybe an investor or large potential client – while you’re ‘trapped’ in an elevator together. Basically, you only have until the doors open and the prospect leaves to get them interested in your offering. 

While this exact scenario doesn’t come up all that often, the idea behind it is valuable for a number of reasons.  

Why having an elevator pitch is important

Whether for your brand as a whole, or for a specific product or service you offer, the elevator pitch is still extremely useful. Elevators aside, there are countless times you only have a few moments to get prospects interested. For example:

  • At a trade show or conference where you’re interreacting with people passing your stand
  • When you’re publishing marketing material on social media – especially short form posts like Twitter, or for Facebook, Instagram, or YouTube ads 
  • At networking or industry events 
  • For your business’ online profile / company description on sites like LinkedIn, Google My Business, local business listing sites and review platforms 
  • When optimising your website’s home page and landing pages
  • Creating any online content that needs to get your USP across fast    

Not only this, the skills you learn when crafting an elevator pitch can help you with all sorts of other marketing material – like creating irresistible email subject lines that actually get subscribers opening and reading your emails. For this reason alone, it’s a great marketing exercise for your small business. 

How to write a great elevator pitch

Here are the key ingredients for a really memorable elevator pitch:

  • Who are you? 
    • What does your business / product do, and what’s special about it? 
  • Why should the prospect listen to you? 
    • Back up what you’re saying with proof, your credentials, or a major success story.
  • What problem are you solving?
    • What’s in it for the prospect? 
  • What should they do next? 
    • If they’re keen, where can they find you? 

In long form, you can use this format for virtually any marketing material. For your elevator pitch, you want to strip this down to the bare bones. No long back story, just the facts and your biggest USPs laid out in rapid fire to knock their socks off.   

Not sure where to start? Hunter & Scribe specialises in helping Australian brands with their small business marketing needs, including content marketing, graphic design, web development and more.