Recently I bumped into a video on Youtube in which they explained how to draft your Elevator Pitch.
It made me immediately think about how we marketers build our messaging.
Too often I see advertisements, promotional e-mails or websites, which just don’t make sense, because they try to convey way too much information, which makes the message “fuzzy”.
Or if the message is very short, it is a 2-layered message which is difficult to “decode” on the receiving end.
Everyone wants to have a great Elevator Pitch. But how do we get that concept into our marketing?
How do you do that?
How do you leave a powerful and impactful impression?
If you ever wanted to defend your great idea, or your great new product, you know how difficult it can be synthesize your message to the core, which means “killing off” your favorite parts of the full story.
Most people talk way to long, write too much, and bring to much level of detail. They don’t know when to give little information, and when to give more.
Creating an elevator pitch is about “killing your darlings”.
And so is creating a strong message to your target audience: “kill your darlings”. Weed out everything you don’t need. Go back to what really counts for the end-user.
The online Elevator Pitch
We live in a digital world, where photos, images, audio and video have become really important. Just look at the success of Pinterest, Slideshare or Instagram.
And online, people will only give you a few seconds of attention.
You literally only have a few seconds to pass on your message, to make a good impression, and make them want to know more.
A few seconds.