How to write a good elevator pitch

If someone asks what your business is about, does it roll off your tongue? Do you have your elevator pitch to help you accurately nail down and efficiently describe what it is you do? Are you using it correctly?

Let's look at how to get this right…. 

An elevator pitch can often be thought of more simply as a ‘blurb’. Imagine you’re choosing a book about someone’s business, what do you want to know - quickly and clearly, to help you decide whether to buy the book?

It should be a 20-30 second intro (no longer than it takes to get an elevator - hence the name) that gives the reader sufficient information on who you are, what you do, and why you do it. Whilst it needs to be succinct, it also needs to be interesting and to show your product or service as unique. 

Your blurb should feature anywhere you need to talk to customers about your business eg: social media sites, business or funding deck, your website. The important thing to remember is that what people should see across the board is consistency in how you talk about yourself. This helps them to build an attachment to your brand, to feel like they are in the right place. 

The best way to start is by thinking of keywords you can use which accurately and easily link to what you do. Why not pause now, and write down a few of your keywords? To help you, we’ve provided 3 versions of ISQ’s blurb (3 varying lengths for different locations), and underneath have highlighted what we deem as our keywords.

For example:

• At ISQ, we help business leaders to raise investment (very short version)
• At ISQ, we help business leaders to raise investment by coaching and guiding them through a structured process that helps them to harness the investment potential of their own networks and wider networks (medium length)
• At ISQ, we help business leaders to raise investment (very short version) by coaching and guiding them through a structured process that helps them to harness the investment potential of their own networks and wider networks (medium length). We’ve helped hundreds of companies to raise millions from tens of thousands of individuals. Since 2018, our success rate is well over 95%. (longer) 

The keywords here are:

1. Business leaders
2. Investment
3. Coaching
4. Process
5. Networks
6. Success rate

How do you feel about our blurb? Does it give you enough information? Does it tell you what we do and how we do it? We found it easier to build our blurb once we’d identified our keywords - the parts that can’t change and help create consistency within our brand. 

Once you’ve landed on a blurb that you’re happy with, use it. Get it on your social media accounts so it’s at the top of each one, including your personal accounts, and on your website. 

When done correctly, these synopses will help you introduce yourself to potential connections, and open the door for a whole host of new business opportunities. LinkedIn intros have been known to get people new jobs, business blurbs have been known to attract investors clients have never met, dating profile bios have led to babies, and instagram keywords (hashtags), have led to customer acquisition on a mass scale. 

If you’re looking for more information, or want to speak to one of us on advancing your pitch and creating a well rounded investor deck, please get in touch. 

Written by India Gilling, Senior Account Manager at ISQ Crowdfunding