Nearly everyone has heard of an elevator pitch, but very few companies that I meet have a compelling one. It is vital that everyone in your business can present the essential benefits quickly. There is a structure that works very well, and if you have not already crafted a Perfect Pitch, put time aside to do one, or ask us to help you . I acknowledge Mike Harris, Founder of Egg, First Direct and Garlik in coming up with the best structure for a Perfect Pitch that I have seen. It helped him build three, billion pound businesses.
1. What is your Big Idea?
In one or two sentences, give the over-riding benefit to your business.
I.e.” We make it irresistible for children , and in fact everyone, to get their 5 portions of fruit and vegetables every day.”
2. Your credibility-Why should I listen to you?
In this part , you need to communicate the reason that you are worth listening to. If you are not a thought leader in your sector, or a Key Person of Influence, you cannot expect people to choose you over your opposition.
i.e.” We have been manufacturing Juice Makers for 20 years that are recommended by nutritionists in 6 countries. We have had numerous articles in … and sit on the advisory board for Children’s Health through Nutrition. I am the Author of … and sit on the local advisory board for School Nutrition.”
3. What is the Problem that you solve?
Clarify the pain that may be caused if your product or Service is not applied to someone’s life or business.
i.e.” You see, obesity and bad nutrition, especially amongst children, is reaching epidemic proportions. The concept of eating green vegetables every day is unattractive to the majority of people because it is not seen as pleasurable. Fast food, and the power of advertising mean that we do not associate things that are good for us with pleasure.”
4. What is the Solution you are offering?
Identify the compelling reason that a potential user would be mad not to take advantage of.
i.e. “We have created a Juice Plan menu that creates delicious juices that do you good, but taste sinful. Our juicers are designed so they do not destroy the vitamins or goodness, and the menus combine diverse ingredients that hide the taste of the ingredients we don’t like, but which our body needs, like Greens or Fibre. The resistance to taking in great nutrition falls away at the first sip.”
5. Ask for what you want.
You need to leave the listener in a “knowing” state, otherwise they will not know the next step.
i.e.”! If you would like to see for yourself how much children can love taking their 5 a day, why not come to an open day next week? We will have our top 10 juices to try, as well as healthy ice cream and smoothies that taste sinful, but are great for healthy eating.”
What next …?
- Make sure everyone who works for you can give a very accurate version of your pitch.
- Film your perfect pitch and put it on your website.
- Also place the clip on YouTube allied to your key words and phrases for Search Engine Optimisation.
- Submit your perfect pitch to blogs, relevant publications.
- Watch the increase in your response!