Top tips for developing your winning elevator pitch

Everyone’s talking about elevator pitches. Though the idea has been around for years, the recent popularity of business breakfasts and networking groups (and speed-dating) seems to have brought the idea to the fore again. You eat your sausage and egg, pass your business cards around the table, and then you’ve got one or two minutes to tell your fellow breakfasters what you do – and sow the seeds of what you can do for them.

The elevator pitch was born in the high power world of consulting and investment; it gets its name from the notion of pitching an investment idea to your boss in the 60 seconds it takes the office elevator to reach the ground floor. As with so many things in life, preparation is everything. Of course, you know what you do, but can you really pitch the unique essence of your business – and the benefits to a potential client – on the spur of the moment? By writing your pitch down, refining it, speaking it out loud and learning to deliver it naturally, you will be perfectly prepared next time you're in the elevator, at the water cooler or on the way out to the car park.

As a copywriter, involved in business networking, I’ve recently been through the process of developing elevator pitches for myself – and others. Here’s what I’ve learned.

1. Start with the age-old AIDA mnemonic – Awareness, Interest, Desire and Action.

2. Brainstorm the essence of your business, write down what you do and the USP that makes you special and defines your unique offer.

3. Keep your pitch brief (as someone said: 'plan for small buildings'), powerful and passionate; solve a problem and emphasise the benefits that you will bring.

4. Your elevator pitch should be goal-orientated. What action do you want your subject to take next?

5. Write down your best ideas and form them into a logical structure (AIDA).

6. Leave for a day or two, then refine. Repeat as necessary – probably several times.

7. Conclude with a call to action: 'May I call you?', 'May I have your business card?' or something similar.

8. Practice your elevator pitch out loud (use a voice recorder or a sympathetic colleague) until it sounds natural.

9. Refine it as necessary. Once you’ve perfected your basic pitch, consider tailoring it for specific target audiences.

10. Get out there and actively look for opportunities to deliver your pitch. With time it will become second nature.

To give you an idea of the finished pitch, here’s the latest incarnation of mine. Feel free to use this as a guide (but don’t forget to change the details and tailor it to your own business – after all, there’s only one Al Hidden Copywriter.)

Al Hidden Copywriter – elevator pitch

[Awareness]

’I’m Al Hidden, an experienced freelance copywriter serving Gloucestershire, Devon and the rest of the UK. I write for businesses like yours that need to define and differentiate themselves in writing – but may not have the time or specialist skills to do it themselves.’

[Interest]

’I write website and brochure content, technical copy, client case-studies, press releases and other PR writing – the communications that organisations like yours use to persuade or inform readers and get them to respond.’

[Desire]

’My USP is offering big-company experience and skills combined with small-business service. You’ll benefit from my having more than 25 years’ experience in technical sales, marketing, technical writing, public relations and copywriting across several different sectors. When we work together, clients just like you enjoy cost-effective, creative copywriting when they need it – without costly overhead when they don't.’

[Action]

’Imagine how we could we use copywriting to differentiate your business? May I have your business card so I can contact you to arrange a brief no-obligation meeting?’