It’s a classic piece of business advice— you should be able to describe precisely what you do in the time it takes to ride an elevator with someone.
As if a stranger cares or would dare ask.
The traditional elevator pitch comes from an advertising mentality—it’s a live 30-second commercial.
Instead of a pitch, try a story.
Not a story about how great you are and how bad you think I need what you do.
Rather, tell me a story about what someone like me is doing to solve a problem. Tell me how they are doing things differently.
The true goal of an “elevator pitch” was never to sell. It was to earn a second conversation.
That’s what content marketing does exceptionally well. It influences second and third encounters.
So how do you craft a story short enough to engage but long enough to explain?
Stay tuned…