Effective Elevator Pitch Basics

How to Effectively Describe Your Product in One Sentence

Start crafting an elevator pitch by asking yourself a set of critical questions. Whether you’re an artist, service provider, or entrepreneur, you likely want to get your product/service in front of as many people as possible. You know that you need to market the product/service to reach new clients and make significant sales. But how do you go about doing this? How can you describe it in one sentence that will entice customers? 

Describing your product/service succinctly to customers gives them a better idea of what you do, how to use it, and why they should do it. Not only does it ensure that customers try your product/service, but it also makes them more likely to return and recommend it to others as they have the language and the tools they need to spread the word. 

A strong elevator pitch is essential in a world full of noise. You aren’t simply competing with similar products; you’re competing with every person and every brand who can publish content and take up digital space. Every celebrity with a TikTok. Every brand with a new campaign. Every global event, from the Olympics to elections. It’s all noise that takes up attention and distracts your audience. 

Address critical information quickly

A good pitch is a short (around 30 seconds) speech that explains what your company does, why it’s unique, and how it solves a problem. It should be clear, straightforward and couched in simple language that doesn’t obscure your value proposition. It should be short, clear, and engaging. In other words, it has to have all the qualities of a good tweet or a clickable headline. You’ll want to answer these questions:

  • What is your company’s main message?
  • Who does this product serve?
  • What are the benefits of using this product over other similar products?
  • Why would people be interested in buying this product?
  • How would you describe the experience you’re selling?

You are trying to make people remember you and want to know more about your company. Keep in mind that it’s not just about the product or service– people want to learn more about the person behind it, too. If your elevator pitch can cover your unique background and what you bring to the table, it could help you to cut through.

Know your audience

The best way to create an elevator pitch is to understand your audience. Before you start writing your first sentence, you need to answer two questions:

  • Who are you trying to sell to?
  • What are the pain points that you’re trying to solve for this customer? 

Every product has to be marketed towards some target audience, and while you could try to target everyone, this can be challenging and is usually not possible for all products. Even when it is possible, it rarely results in a good product or a good message. To hook people in, to earn and keep their attention, you need to handle their interests, ideas, priorities, demographics, and behavior. If you can identify one single pain point for one specific audience and explain how you solve it, you’re going to have a solid elevator pitch. 

Be passionate about what you are saying.

Finally, you have to remember that your potential customers are highly uninterested in what you’re selling by default. They’re overwhelmed by advertising and product placement. The only way to make them pay attention is to demonstrate passion and demonstrate that the product is essential to you. How much do you love what you’ve built? How much do you care, personally? How invested are you? Can you be your own advocate? Start with what you love and keep building on that. 

Your target audience will make up their mind about your product before they’ve even given it a try. Without the right pitch, without the right words, you won’t get past their filter. An elevator pitch is an ideal way to describe your product in just a couple of sentences. It quickly and succinctly explains your brand and your product’s purpose and why your audience should care.

For more thoughts on marketing strategy, view the free video entitled Marketing For Business Owners Session 2.

Copyright ©John Trenary 2021

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