Question

Topic: Branding

Elevator Pitch/tag Line

Posted by Anonymous on 3/6/2008 at 10:33 AM ET 125 Points
I have a question regarding company messaging and I'm at a loss for how to get the much needed answers.

I have been tasked with writing the elevator pitch for the company I'm working for and I cannot find a description of how to do this.

I would really appreciate any help you may be able to provide, whether this is a brief description on what are the key requirements for an elevator pitch, or even if you could recommend a book about writing company messaging.

I wanted a more credible description of an elevator pitch other than what I can find on wikipedia!


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RESPONSES

  • Posted by L. Duggan on 3/6/2008 at 11:32 AM Accepted
    The essential concept is to be able to quickly and succinctly provide the main thing someone would need to know in order to take some action. That action can be to seek more information or to buy. It's more likely with an elevator pitch that you will be more successful in getting them to seek additional information. If you try to sell someone with an elevator speech, they will have gotten off the elevator before you are done.

    Having said that, focus on benefits not on features. Think about it from the customer's perspective. What are the primary benefits they will receive?

    Really try to understand the emotions that your company or product taps into as you're developing the "benefit" messaging. Then make sure you give them a way to get more information with a website or phone number etc.

    Make sure that your elevator message is consistent with your overall messaging. Keep the same points in your formal ads, just add more detail.

    Finally, in this day and age you may want to think in terms of a "passing in the hallway" pitch. The distinction here is in terms of the amount of time you have to make your point, maybe 30 seconds or less. Much less time involved in passing in the hall than riding an elevator.

    One example of getting across a message in a short period of time was a recent Volkswagen ad:

    "Three VWs for under $17,000"

    This conveys the essential benefit in just a few words. This is what you should try to achieve in developing your elevator pitch. Think less is more and you should do fine.

    Make sure you test different messages among a few members of your target audience before you settle on the final one.

    Our blog at www.wordofmouthguru.wordpress.com may give you some ideas on how to incorporate word of mouth tactics into your planning. Good luck!
  • Posted on 3/6/2008 at 11:42 AM Member
    Absolutely the best book on this process is a short one called: Give Your Elevator Speech a Lift by
    Lorraine Howell

    She also has a website www.mediaskillstraining.com.

    There isn't anything better.
    Hazel Wagner
  • Posted by Jay Hamilton-Roth on 3/7/2008 at 8:49 AM Member
    Another book recommendation (this is more on the personal speech, rather than the corporate speech): Brag! The Art Of Tooting Your Own Horn Without Blowing It! I wrote a short review for it here: https://www.manygoodideas.com/2007/05/01/brag/
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