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

Guest post by: Ross Fattori
Become an Author

Free PDF Download
Are you a no show? - By Ross Fattori

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.

Your Elevator Pitch

Is Your Elevator Pitch a Monologue or a Dialogue?

Maximizing your Marketing in Just a Few Minutes

Think Like Your Audience When Networking With a Successful Elevator Pitch

How to Write an Elevator Pitch

Executives and Elevators Perfecting That Pitch

Going Up? Make Sure Your Elevator Pitch Isn't Going Down

Your Elevator Speech: The Most Important Few Words in Your Business Life

Tips to Succeed at Franchise Expos

The PRECISE Pitch

Salespersons Elevator Pitch What Direction is it Going

How To Differentiate Yourself From The Competition

Turning a Trip to the Market Into a Marketing Opportunity

Self-Mutilation, The Imposter Syndrome and Your Essential Message.

Immediately Scrap Your Elevator Pitch

A Duck Walks into a Bar

Business Presentation Tips - How To Give Razor Sharp Instructions

What Do People Hear In Your Marketing?

An Elevator Speech Can Open Closed Doors

Take Your Elevator Speech to the Next Level in 5 Simple Steps

Home > Marketing > Ross Fattori > Is your elevator pitch essential message clear and precise > Google +

Free PDF Download
Are you a no show? - By Ross Fattori

About the Author: Ross Fattori

RSS for Ross's articles - Visit Ross's website
Ross Fattori has more than 25 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 of book reviews and ideas at www.inferiorplanet.blogspot.com.
Click here to visit Ross's website.

More from Ross Fattori
Is your elevator pitch essential message clear and precise
Dont stop learning
Replace wait and see with go and do
Federers fifthset stumble at the Australian Open
Goal setting advice from the late John Updike

Share this article. Fund someone's dream.

Share this post and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

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

Related Articles

Related Forum Posts

Share this article. Fund someone's dream.


Name:
Email: