Ever heard the phrase, “You only get one chance to make a first impression”?

Of course you have — it’s a classic motivational quote. It’s a chapter in every entrepreneurship book, a feature quote on corporate inspirational calendars, and you’ve probably heard it (or said it) in a business seminar context too.

Frankly, one-liners like this can often be tacky and false. But you know what — this one is actually pretty bang on.

That initial moment of introduction between you and a client or customer is special. It’s an opportunity to create a connection. It may be planned, or it may be spontaneous — either way, you ought to make sure you’re prepared to be at your best at any moment.

Many call this succinct explanation of your business and/or offer an elevator pitch. The idea is that you might only have the time of an elevator journey with someone to convince them of your business’s value. A few seconds — 30 at best — to explain what you offer in a way that's engaging, memorable, and persuasive.

So, if you were in an elevator with someone and they asked you about your business, what would you say?

Would you be able to tell them about your business in a clear and concise way that leaves them wanting to know more? If not, you might need to work on your elevator pitch.

How to craft your elevator pitch

To confirm: an elevator pitch is a brief, persuasive speech that you can use to spark interest in what your business does.

It can be used in your marketing collateral at times too — you might add it to your proposals, use snippets on a brochure or use it as your business bio on social media pages.

But first, you’ve got to nail it.

Here’s how:

Step 1: Start with a strong hook

Get the listener or readers’ attention with a catchy opening line. The first few seconds of your pitch are crucial. You want them want to hear more.

Start with something memorable that sparks their curiosity or taps into their emotions.

This could be a surprising statistic, a compelling question, or a provocative statement. For example, "Did you know that the average person spends over two hours a day scrolling through social media? “Insert business name” helps people make the most of that time by providing engaging content that keeps them coming back for more."

This opening line is attention-grabbing because it starts with a relatable problem and promises a solution.

Step 2: Explain what you do

Once you have your listener's attention, you need to slip in exactly what it is your business does in a clear and concise way.

Avoid using jargon or technical terms that your listener might not understand. Instead, use simple language to explain what problem your business solves and how it does it. For example, "We create custom websites for small businesses that help them attract more customers and increase sales." Boom — clear and straight to the point.

Step 3: Highlight your USP

Your elevator pitch should highlight your USP. That is your Unique Selling Proposition. In other words, whatever it is that makes your business unique and different from your competitors.

So, what sets you apart? Maybe you have a more innovative product or service. Make sure you communicate this clearly in your pitch. For example, let's say you run a fitness studio. Instead of just saying "We offer fitness classes," you could say something like:

"At our fitness studio, we're all about making exercise fun and accessible for everyone. We offer a wide range of classes, from yoga to boxing, and our expert instructors are there to guide you every step of the way. Plus, with our state-of-the-art equipment and personalised training plans, you'll see results in no time."

This pitch highlights the unique value proposition of the business, which is making fitness fun and accessible while getting results.

Step 4: Show how your business solves a problem

People don't buy products or services, they buy solutions to problems. Your elevator pitch should communicate how your business solves a specific problem for your target audience. This could be anything from saving them time or money to improving their quality of life.

A food delivery company shouldn’t just say "We deliver healthy meals”, but focus on the tangible benefits: “At our meal delivery service, we know that eating healthy can be a challenge for busy people. That's why we take care of everything, from meal planning to grocery shopping to cooking and delivery. With our delicious and nutritious meals, you can finally say goodbye to the stress and hassle of meal prep and hello to a healthier, happier you."

This pitch shows how the business solves a problem for busy people who want to eat healthily but don't have the time or energy to do it themselves.

Step 5: Tell your audience what to do next

Once you’re done showcasing why you’re so incredible, make the next step enticing and obvious! What do you want the person to do next?

Provide a business card, organise a phone call, swap email addresses — figure out what will best bring them into your sales funnel and do that to make the most of your elevator pitch.

Step 6: Keep it short and sweet

Remember, your elevator pitch should be short enough to deliver in the time it takes to ride an elevator, which is typically around 30 seconds to one minute.

So, keep your pitch concise and to the point. Avoid getting bogged down in details or using jargon that your listener may not understand. Instead, focus on the most important aspects of your business that will make it stand out, be appealing and evoke action.

An elevator pitch to take your business to the top

It’s worth putting the time in to get this right for your organisation because a good elevator pitch is like a good elevator — it should never let you down…

If these tips all sound great but you would rather have a professional craft yours so you can show it off proudly for years to come, AJ Marketing is here to help.