How to write an elevator pitch

An elevator pitch is the shortest and most concise way to convey an idea, subject, business plan or company to a listener. The listener needs to be inspired to some extent.

Einstein said that if you can't explain an idea to a six-year-old in a short and concise way, you don't really understand the idea yourself. But what if you know and understand every detail, but you don't succeed in explaining this in a short and concise way?

How to write a good elevator pitch?

When writing an elevator pitch it is important that you answer the right question. Because the goal is to keep the pitch short and concise, you can only answer one main question. The core question that needs to be answered is:

What is this about?

The temptation is often huge to answer very different questions such as:

  • How does it work exactly?
  • Why does it work exactly?
  • What's exactly so great about it?
  • What exactly are the characteristics?

The problem with these questions is that they go into far too much detail. Details are only important - if they are at all - when the big picture is clear.

Tips for writing a good elevator pitch

If you can give a very concrete answer to the question what the idea, subject, plan or company is about, you can ask yourself a new question:

What makes the difference that really makes a difference?

It is usually the case that the idea, subject, plan or company has a number of distinctive advantages. At least, I hope so, because why else would you want to tell it?

The trick is not to list all the advantages and details, but to name the real advantage and unique distinctiveness. If you were to sweep all the benefits together, what is the difference that makes the difference?

An idea, subject, plan or company is only worthwhile if it has added value. One of the ways to test whether this is the case is by asking yourself whether you are solving a real problem. Therefore, ask yourself the question:

Which problem does my idea, subject, plan or company solve?

Here too, you can fall into the trap by going into detail to tell. Ask yourself what the problem is about and don't talk about the side effects of the core problem.

Finally, you want to be able to explain why your idea, subject, plan or company is the ideal - and innovative - solution to the problem. Here too, a list of advantages, side effects and details is a pitfall. So ask yourself the question:

  • What solutions does your idea, subject, plan or company have to offer that makes the difference that really makes a difference?

If you need help writing your elevator pitch, you can contact an Elevator Pitch Specialist from TheONE.

Ben Steenstra Ben Steenstra
3 mins read
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