We often hear of the “elevator speech.” You know, the pitch that summarizes what your business is and does in one minute. It’s the short story of the small business novel. You could call it the script that tells your target customer why they should buy your product or service. In short, your customer “pick up” line that tells why a potential customer should date and commit to your product, service, and brand. You could also call it an elevator speech on accelerated steroids.
Once local radio station here in the Los Angeles and Orange Country area has an afternoon show called Small Business Rock Stars. They do a segment called “Speed To Cool,” where entrepreneurs call in and are challenged to give their pitch in 15 seconds or less. The host and guests then rate the pitch and give feedback advice.
It’s a fantastic challenge. How fast and effective can you do this? Can you summarize the heartbeat of your business in 15 seconds or less? Can you get right to the point? Can you verbally and in text, clearly communicate what you do for your customer and why they should buy?
Try it. Practice. It’s not easy but it’s essential. It forces message refinement and clearly communicates your message to your target customer. The classic USP, or expanded Universal Selling Proposition is important and should be second nature for any small business owner or entrepreneur.
It’s your message tattoo. Not on your skin but imbedded in your heart and brain. Four tips:
- Think customer
- Think benefits
- Keep it simple
- Keep it short
By the way, I called and got through. My Speed to Cool pitch took 8 seconds and I got 3 thumbs up from the host and guests. I’ve worked on my pitch. The pitch is a process.
Ok, you have 15 seconds…
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