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Is your elevator pitch (essential message) clear and precise?

Written by: Ross Fattori

Article Overview: The importance of defining your product, service or business in a few simple and clear sentences.

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Is your elevator pitch (essential message) clear and precise?

I've been working on a project for a client who needs a better elevator pitch for his business. He found that when he meets with prospective clients, he's spending too much time talking about the bells and whistles of his new technology instead of the core service that he's providing. This was a problem.

It sounds easy, but coming up with an elevator pitch to describe a business (or whatever you do) is anything but. In this case, it required research, interviews, brainstorming and digging deep to discover the essential benefits of the business.

A company may have a fancy web site and elaborate marketing materials to describe its business. Executives and salespeople may talk in digibabble to impress customers and to gain attention in the press.

But, if you can't communicate what you do in a sentence or two, you're going to lose business. There's an excellent quote by William Zinsser in his classic book, On Writing Well. Zinsser writes: "Any institution that won't take the trouble in its writing to be both clear and personal will lose friends, customers and money."

He's absolutely right. Over the years, I've met many people at parties and at business functions, who have tried explaining to me (unsuccessfully) what they do for a living. After a while, I lose interest and have to change the subject.

If you feel that your elevator pitch could use a tune-up, invest the time and resources necessary to distill your message down to a few clear and precise sentences. Such an exercise could yield other important insights as well.

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Home > Marketing > Ross Fattori > Is your elevator pitch essential message clear and precise
Article Tags: elevator pitch, On Writing Sell, William Zinsser

About the Author: Ross Fattori
RSS for Ross's articles - Visit Ross's website

Ross Fattori has more than 22 years' sales and marketing experience in newspapers and in the publishing industry. Throughout his career, he has served clients in the automotive, retail, real estate and manufacturing sectors by composing winning copy and designing dynamic ad layouts, brochures, direct-mail pieces and newsletters. Mr. Fattori is also journalist who has written extensively for newspapers, magazines and specialized publications across Canada. His writing credits include The Toronto Star, the Toronto Sun, Marketing Magazine, and dozens of periodicals and newspapers. Mr. Fattori writes a blog about marketing, new media and business trends at www.rossfattori.com

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Related Forum Posts
Help me analyze my elevator pitch Help me analyze my elevator pitch - The elevator pitch is the classic 30 second intro that you use to present your idea to a potential investor. I would love to hear what some of your elevator pitches are and then get our forum members to comment on them!
Re: Speed Networking anyone doing this? Re: Speed Networking anyone doing this? - It's something that I've been meaning to try. I guess I need to get my elevator pitch down cold.
Re: Franchiser Bankruptcies: 3 Tips on Being Prepared Re: Franchiser Bankruptcies: 3 Tips on Being Prepared - Diversification is essential to a successful portfolio. I think it is essential in all sectors and industries. Franchising is no different. Excellent points on preparation! All entrepreneurs should use these 3 guiding principles for every aspect of their business career.
Re: help wanted in u.k. Re: help wanted in u.k. - I have just been asked to send in a pitch to the ---someplace--- I am going to revise all you told me in your post, it is good stuff thanks. sorry I have to edit this post omitting the name due to media confidentiality agreement well the post was up before i signed, so anyway, I will not refer to it directly anymore i do not think i can clear it completely but anyway it will be o.k.
Men and women working together Men and women working together - Go for the mix Julie. The guy will be able to bring a different perspective and can help connect with your customers in a different way. I would often tag team with my female partner and if it's a male customer she does the pitch, if it's a female I do the pitch and it's worked out well for us.


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