Thank you everyone for the great response received from last week’s post on consistent brand message. I also received many questions regarding how I evaluate an elevator pitch.
My evaluation criteria is quite simple.
First, is your pitch unique? Can anyone else offer what your company offers?
Second, is it relevant to your audience? Unique is good, but unique things without relevancy don’t stick around too long.
Third, does it motivate your audience to take action? This is the true test. After hearing your elevator speech, does a person want to continue the conversation?
Fourth, do you have the support to back it up should your audience choose to continue the conversation?
Fifth, can you say it in 5 to 10 seconds?
The sixth criteria (not critical, but preferred) is making sure it is not filled with marketing fluff.
My elevator pitch is “M is for Marketing improves a company’s return on their marketing investment without increasing their investment”.
It took me a while to get it to this point, but I have been pleased with how it is being received. More important I have examples of how it has successfully been put into action for a variety of companies. Lastly, it only takes me 5 seconds to deliver it.
Every company needs a good elevator pitch, having one is a big step in helping you market smarter.