As a marketer and writer, I’m often asked to develop messaging frameworks and elevator pitches for clients. And while I agree that there’s definite value in having a concise description of your purpose or offering, today it’s just not enough.
In a marketing environment increasingly driven by social media, the “show up and throw up” aspect of the traditional elevator pitch no longer cuts it. The digital marketplace by its very nature insists that the listening be as important as the telling, and therein lies the secret sauce.
Now of course, I’m not advising that you completely eliminate your trusty elevator pitch from your arsenal of marketing tools; rather I am suggesting that perhaps you use it as a springboard to an interactive exchange with your customers.
Think of your pitch as you would a pick-up line in a bar. . .it’s simply a way to start the conversational ball rolling. Here are a few things to keep in mind:
- TMI – Does your pitch digress into too many technical details that (while fascinating and important to you) cause your listener to doze off? If they’re asleep, bored, or confused when you finish, you won’t capture the feedback you need.
- Size Does Matter – Is your Elevator Pitch actually a Flight to Berlin Pitch? Keep it super-short to allow for quality listening time afterward.
- A Wink & a Smile – Tie up your pitch with a compelling or provocative “power question” that will get them to think, talk, and remember you.