These days, the elevator pitch is a big thing. It’s something every brand should be able to do for itself. But boiling the essence of what you do and why that matters into a pithy, witty statement of intent can be a nightmare. I’m sure you’ve struggled with it – I certainly have.
So, I’m going to help you create the perfect short, sharp, one sentence elevator pitch.
I’m going to start by sharing the best elevator pitch creation advice I ever had. It’s from back when I worked in the place where elevator pitches have become a very fine art indeed – the world of feature film development.
So what was the best bit of elevator pitch advice you ever had, Al?
Well, I’m glad you asked that question. Way back in about 1998, I asked a screenwriter how she came up with good script pitches. She replied:
‘Never mind getting it perfect. Come up with a few different versions of your elevator pitch and test them out at parties. You’ll know within five to ten seconds whether you’ve got a good pitch, because it’s so easy to spot when people are bored.’
So I started doing that. It worked really well. I could tell straight away whether or not my pitch was working. Either people’s eyes would glaze over and they’d change the subject (which is of course bad), or they’d look intrigued and start asking questions (which is much more satisfying).
Those questions were very helpful. They’d show me what people were interested in, and where I could usefully take the conversation next. And then I’d polish my pitch a little, and give it more test runs and polishes, and pretty soon I’d have something short, sharp and very effective indeed.
Then I started to notice that all my good elevator pitches had something very specific in common. And my bad ones often missed the mark for one very particular reason too.
Two great elevator pitches (and how they work)
At this point, I’d love to share some of the great script pitches I came up with. But I left the film business almost 20 years ago, so I’ve completely forgotten them all. So instead I’ll use some great one sentence pitches from films we’ve all seen.
Here’s one for Jaws:
A beachside tourist town’s besieged by an uncatchable shark – it’s Moby Dick crossed with a slasher movie!
It’s a great pitch. It creates an immediate and very specific sense of a pacey thriller with something a little more thoughtful going on too. No wonder it was such a big hit!
And there’s this great summary of some obscure little 70s science fiction flick:
A farm boy crosses the galaxy to rescue a princess from the man who destroyed her home and killed his father.
The stakes couldn’t be higher and the setting couldn’t be more expansive. It’s another smash hit in the making.
And of course, these two pitches have something in common. Both take a familiar reference point (a lovely seaside town, a classic fantasy quest) and then add something new and intriguing to it. In ‘Jaws’, it’s the hungry shark. And in ‘Star Wars’, it’s the galactic setting.
That’s an important part of such a short pitch. There’s no time to explain anything in detail. So you’ve got to start with something your audience already understands, then super-quickly make it new and intriguing.
Two pitches that miss the mark (and what we can learn from them)
Of course, not all of my pitches worked. And that was usually for a very specific reason too. When you’re pitching, it’s very important to think about who you’re pitching to and what they need to hear. This glorious take on ‘The Wizard of Oz’, from film critic Rick Polito, illustrates that very well:
Transported to a surreal landscape, a young girl kills the first person she meets, and then teams up with three strangers to kill again.
It’s brilliantly witty, recasting a fantasy quest story as a brutal, noir-ish thriller. But if you used it to persuade people who’d never seen ‘The Wizard of Oz’ to watch it, you’d disappoint everyone.
Fantasy quest lovers would steer well clear of a film they’d actually love, while the dark thriller fans who went for the pitch would end up very confused and disappointed by the actual movie.
The same’s true for this:
A whiny teen with father issues accidentally romances his long-lost twin sister.
It’s an entirely accurate description of Star Wars. But that doesn’t mean it’d put any bums on seats. A good pitch does more than just hook people. It helps your audience find out if the bigger story you want to tell them is one they’d actually want to hear.
The rules of one-sentence elevator pitching
Taken together, that gives us these basic rules for creating our own one sentence pitches. They are:
- Frame your pitch around something your audience already understands
- Introduce something surprising that makes it new and attractive
- Make sure you take them somewhere they’ll want to go
For an example of that in action, let’s go to master pitch-maker Steve Jobs. Back in 2007, he spend ten minutes or so launching the iPhone, and with it a revolution that’s still shaking through all of our lives. Within that presentation, he made the first ever public pitch for the iPhone.
He said he was launching three new products, then described them, then said:
An iPod, a phone and an internet communicator… an ipod, a phone and an internet communicator… are you getting it yet?
At that exact point the audience went nuts, because they did indeed get it. You can watch it here from about 1:20 on:
It’s a masterly one sentence elevator pitch, and it’s a great example of our pitch rules in action.
It was framed around three things the audience already understood very well. It made them new and attractive by combining them in a never-before-seen way. And it was followed by an in-depth product demo, delivering on everything it promised and more.
A more local (but equally unforgettable) example
I was at a start-up workshop the other week and heard one of the best one-sentence pitches I’ve ever run into. We were taking it in turns introducing ourselves and our businesses, and one attendee – Simon Batchelar of Pallant Design – said something along the lines of:
We do technical web and SEO stuff that’s hard to explain concisely – but one of our clients called us the other week to ask us to pause their paid ads, because they were bringing in so many new leads they couldn’t handle them all.
We were all open-mouthed. We all wanted to know more. It was a brilliant pitch. And it worked in part because of the three rules.
His pitch was framed around things we already understood very well (sales teams, leads, complex web tech). He introduced something radically intriguing – a lead generation campaign that’s so successful it has to end early. And of course Pallant Design can absolutely deliver on that pitch.
My own one-sentence pitch
As you’d expect, my own one-sentence pitch is constantly evolving. At the moment, I tend to say something like:
I’m like a brand design agency, except I sort out your words instead of your visuals.
Most people understand the need for a logo, look and feel, brand iconography and everything else, so that’s usually an easy sell. But very few people have met someone who specialises in brand language rather than brand design, so that’s the tweak that hooks them.
Then I go on to talk about brand messaging, tone of voice, content strategy and everything else that turns dense, generic business writing into impactful, unforgettable brand language. That’s like the trailer for the movie. And then, if they decide to do a project with me, that’s the movie itself.
Over to you
So that’s my rough guide to elevator pitching. I hope it helps you when you’re coming up with your own short, sharp pitches and helps you start many productive conversations in just the right way!