Write An Elevator Pitch For Your Blog
What is an Elevator Pitch?
“An elevator pitch is an overview of an idea for a product, service, or project. The name reflects the fact that an elevator pitch can be delivered in the time span of an elevator ride (for example, thirty seconds or 100–150 words).” —Wikipedia
Creating an elevator pitch is one of the old tried-and-true business tactics that stands up just as well in online/internet marketing as it does in offline marketing!
However, a while back, when I wrote a post about target market perspectives in niche development, two of my good friends, Jose and Jacqui were kind enough to share their insights to this “forgotten” trick and write some really good ones to boot!
Now, I must admit my knee-jerk reflex response was to recall the days of sales-heavy in-your-face propositions that left me in a hurry to get out of the elevator. A Pitch that’s feature-centric instead of benefit centric … that is, one that tells me what it is you technically have or can do… rather than how what you have can make me feel or do for me as a benefit… is going to land on the floor.
Learning this huge BIG difference between what your product is and what your actually selling (an experience or feeling) will make a powerful impact in your marketing strategy. If you haven’t seen it yet, grab a copy of Frank Kerns (free) Core Influence One and watch it at LEAST twice.
We don’t grow while we’re comfortable, we grow when we get uncomfortable enough to change …. and lets just say I think this challenge grew me right from day one because I struggled with it!
One of my colleagues, Glyna Humm recently did a little video on these from an opportunity-centric and feature-centric style. These types of speeches that Glyna uses are excellent when you are surrounded by others that are expecting just such a story on what product or service you represent.
However, in my opinion they don’t do such a great job creating depth of impact and allowing us to further a conversation with the average Joe/Jane later.
While she did not share hers, I believe Angel Taylor really nailed it with her third point about what effective elevator pitches should include when she reminded us to:
“Share the result of what you do. Most people when asked what they do, have a knee-jerk reaction to give their job title or tell what company they work for. This is boring. The goal of using an elevator pitch is to start a conversation so you want your answer to be interesting enough that it elicits a response”.
Now one thing that really concerned me about this challenge – the fact that this blog is only a portion of who I am and everything I do – was fortunately addressed within the 31DBBB text. Darren Rowse, the author of ProBlogger fame, reminded us that it’s fair to have both a personal elevator pitch and one for your blog. By that token, I would also say that if you have multiple blogs and or multiple businesses, you’re likely to have more than one pitch!
Since Darren says it is helpful to have a short and long form, as they’re useful in different places, lets start with my current short form description:
“Just Ask Kim.com Making Social Media Technology & Marketing Simple”
Truthful, but boring…
Now I’m also toying with…
“Just Ask Kim.com: Providing Easy, Proven, Step-By-Step Online Marketing Solutions”
“Just Ask Kim.com: Taking the Headaches Out of Online Marketing!”
“Just Ask Kim.com: Smart Tech For Smart Marketers” (I haven’t decided what I’m doing with this one yet.)
I think the second one packs the most punch, but while the first one is boring as sin it is the closest to conveying what I do. Can you help me decide?
Lets see if I can pull those into a more descriptive long form version…
“I understand that you’re a business person, not a geek. You want to focus on the things that matter to you: your life, your dreams, your passions and your results! At Just Ask Kim, I help you navigate the chaotic and often overwhelming headache that online marketing can be! Through step-by-step tutorials, proven tactics, product recommendations, honest reviews and a blend of do-it-yourself and done-for-you solutions I ease your marketing headaches and give you a dependable, trustworthy friend that you can rely on to steer you to safety!”
Seems more like a mission statement than a pitch really… although I think it gets at the heart of what I do. It also proves that my niche may still be on the wide-side, arrrgh! Let’s try this again:
“The web is a scary place. Many entrepreneurs want to make their online marketing work but the techy stuff gives them nightmares. We’re here to ease those fears with solid, dependable advice, tutorials, training, reviews, recommendations and a variety of do-it-yourself and done-for-you solutions for your business! You don’t have to tackle the whole web all by yourself! Whether it’s a simple guide you need, some technical problem sorted out, or comprehensive easy to understand training, remember you can always… Just Ask Kim.”
I love how accurate these are but I’m just not sure they’ve got enough hook to them. I abhor pitchy, so I have a hard time writing it.
Last time I did this exercise, I turned the results into a little feature video which came out pretty cool…
I currently use it (and its text version) on my About page.
But back to that pesky elevator question… what is the right answer for that? Particularly when dealing with a slightly more random audience?
I help small businesses take advantage of how technology works – or doesn’t – in marketing to gain customers, build loyalty, and make more money. Do you know a business owner I could help?
Please leave me your thoughts, feedback, ideas and your OWN elevator speeches below! Lets compare notes and see how we can all benefit from this one making me want to pull my hair out, LOL!!
~ Kim ~
This post originally published in 2010 and updated in 2015.