PENTHOUSE, PLEASE!Nov 15, 2022
A few weeks ago, while working on some rebranding, I realized that I needed to write a description of who I am and what I do. I needed an Elevator Pitch.
In case you don't know what an Elevator Pitch is, Business and Branding Expert, Michael Hyatt (michaelhyatt.com), has your answer…
"The name comes from the idea that you should be able to deliver a succinct, compelling description of what you offer in the time it takes to ride an elevator up a few floors — approximately 30 seconds to two minutes".
Why do you need one?
Because it forces you to achieve clarity. Helps you understand your prospect’s perspective. And provides a tool for enrolling strategic partners.
Michael explains that…"An elevator pitch for an information product should consist of four components: Your product name and category. The problem you are attempting to solve. Your proposed solution. [And] The key benefit of your solution".
So, I decided to write an elevator pitch based on Michael’s Four Components.
Here's what I came up with…I am a author, director and creative consultant [what I am] who has chosen to specialize in helping non-profit organizations find better ways to share their story with the world [problem I solve].
From traditional to new media, I focus on ideas to enhance their message [proposed solution] and use the most effective platforms to engage the largest audience [key benefit].
The great thing is, whenever someone asks what I do, I just paraphrase my elevator pitch -- being careful not to sound like I’ve memorized a script. Usually their response is…Oh, really. Tell me more about your work.
Which starts a Conversation.
Here's a second pitch that tells more of my journey and backstory...I am a filmmaker, storyteller and musician who brings ideas to life. I got my start working in an edit bay building promos for a television station in a top-ten market. Then I took what I learned and started creating award-winning short and long-form projects for dozens networks and organizations.
I’ve worn a lot of hats over the years. Producer. Director. Writer. Cameraman. But at the end of the day, I am an interpreter who uses pictures, words and music to tell stories that make a difference. I have a creative toolkit filled with experiences that can’t be found on YouTube. I am committed to excellence. And push myself to raise the creative bar higher with every assignment.
The purpose of this pitch is to tell my story. Express my creative passion. And position myself.
I’ll be honest with you. It took me a long weekend to write these elevator pitches. But that time has totally been worth it. No matter what your creative job title might be, your elevator pitch is a key branding tool.
So, take your time crafting a great one.