How to Create a Unique Elevator Pitch

—–>>> Here’s a little something to inspire you to raise the bar today:. It’s NOT the big things that defeat us, it’s the small stuff! 🙂

So many successful men and women have failed many times in their career. There are a few times that I failed too! , Tee-hee… 

There are so many important steps to building a business, but something as simple as having your elevator pitch ready can make a huge impact when you’re talking to people. How do YOU share what you do in a few seconds??? 

Here’s a little story for you, from the desk of Don DiBrita. I think you’ll relate and get good insight from it.

“I have failed in my career many times. There are a few times that I failed so big, I cringe at the thought of even bringing them up. I’m actually doing it right now as I write this up.

Years back I had the opportunity to meet with Jack Welch, the Chairman and CEO of General Electric. Considered the executive of the century. Basically, he is an important guy. I was so excited. It was a rare opportunity that most people never have.

So what happened? I met him, and he asked me what I did. My response was that I did a little bit of everything. I couldn’t believe it. That’s what I said? That’s it? I don’t even remember what his response was. All of sudden I felt like Ralphie getting kicked by Santa and falling down the slide when he asked for the Red Ryder BB gun. While I don’t remember what he said, in my mind he’s smashing me over the head with a nice big “You shouldn’t even be talking to an executive like me!”

Later that day, I reflected on this. I was absolutely crushed. Why didn’t I tell him anything? I should have told him a bunch of great things that I can do. I had accomplished a lot, and he should have been impressed. I vowed to improve my elevator speech and to never make this mistake again.

Until it happened the next time.

I had the pleasure of making an jerk of myself in front of the Co-Founder and Chairman of the Boston Beer Company (producer of Sam Adams), Jim Koch. Again, I was asked what I did.

This time I was ready…or so I thought. I spent the next five minutes telling him a whole bunch of wonderful things that my company did and how great I was.

—–>>> So what did he say? He asked me why he should care. What about what I was doing would be of value to him? I was so pissed. How could I do this again? But here is where the magic is: he gave me some advice.

He told me I needed to work on my elevator speech.

I think he called it something else, but you get the point.

—–>>> He said ” When people ask what I do, I do this.” He grabbed a bottle of Sam Adams Boston Lager and dramatically placed it in front of me. The bottle was shining, and it seemed like he was dropping a 5,000 lb bottle. Booooom! It felt like the floor was actually shaking. It was like being in a commercial.

—–>>> He told me to work on my elevator speech. He was very nice about it, and that made it harder to swallow. I shook his hand, and he left. Then I started talking with one of his marketing people, and one guy told me to make them care about what I did. I never forgot that.

Fast forward a few years. I’m happy to say that Sam Adams is a customer of mine now. I called them back. I told them what I do, and how I could provide huge value to them. 

This story was a huge motivator for me. It was something that I struggled with and most of my clients do as well.”  …from the desk of Don DiBrita

Share Your Company 

Let’s say you’ve just crossed path with a former client at the airport. After the few hello’s, he asks you what you’re up to, what your new company does. You open your mouth to share, and nothing comes out…. What should I say?

Flustered, you try to organize your thoughts. Then, you hear over the intercom that his flight is up, so he’s gotta go. And you feel bad. If you’d been better prepared, maybe he’d have been interested in scheduling a meeting and more information.

This is why it helps to have an “elevator pitch.” This is simply a short, to the point speech that explains clearly what your business does..

The Technique

Your elevator pitch has to be brief, using keywords to spark interest in what you do. A good elevator pitch shouldn’t last longer than a short elevator ride – 20 to 30 seconds. This is where the name comes from. 🙂

It should be simple,interesting & memorable, explaining what makes you – or your product – unique.

When to use Your Elevator Pitch

Some people think it’s for salespeople to pitch products and services. Not true.

  • You can use one to introduce your biz to potential clients or customers.
  • You could use them in your organization to sell a new idea to your CEO.
  • You can craft one to tell people what you do for a living.
  • It can take some time to get your pitch right.
  • You’ll probably write several versions before finding the one that sounds natural in conversation.

The Goal of Your Pitch

What is it that you want to tell potential clients about your business? Is it a great new product? Or do you simply want to explain what you do for a living?

  • Begin by describing the problems that you solve and how you help people.
  • Add information or statistics to show the value in what you do, that is good -people love numbers.
  • Ask yourself: what do you want your audience to remember the most about you?
  • Keep in mind that your pitch should get you excited, or your audience will not get it.
  • Your pitch should bring a smile to your face and quicken your heartbeat.
  • People might not remember all you say, but they’ll remember that enthusiasm.
  • Keep it interesting, and show the value that you provide.

Communicate Your USP (Unique Selling Proposition)

  • Identify what makes you, your biz, your idea, what makes you unique. Communicate that.
  • After you communicate your USP, engage your audience.
  • Prepare open-ended questions (that can’t be answered with yes or no) to engage.
  • Make sure that to answer any questions that he or she may have.

Putting the Pieces All Together

  • Practice out aloud and time how long it takes. It should be no longer than 20-30 seconds.
  • Like anything else, practice makes perfect. Cut out what doesn’t absolutely need to be there.
  • Be snappy and compelling, so the shorter it is, the better!
  • How you say it is just as important as what you say. Don’t talk too fast, be natural.
  • Set a goal – the more you practice, the more natural your pitch will be. It should sound like a smooth conversation, not an aggressive sales pitch.
  • Be aware of your body language as you share. It says just as much to the listener as your words do. Practice in front of a mirror or, better yet, in front of colleagues until the pitch feels natural.


  • You may want to give people a business card or brochure that talk about your product idea or business at the end.


To craft a great pitch, follow these steps:

  • Identify your goal.
  • Explain what you do.
  • Communicate your USP.
  • Engage with a question.
  • Put it all together.
  • Practice.

Now, go craft that pitch! (-_-)

Norma Doiron

Norma Sig

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