Page 142 - 597 Business Ideas You can Start from Home - doing what you LOVE! (Beginner Internet Marketing Series)

1 34 Your Idea, I nc.

Creating Yo ur "E levator Pitch"

Now that you know your ideal consumer and why he or she needs
your product, craft an "elevator pitch." This is a common term in the
marketing world and comes from an imaginary elevator ride with a
buyer or customer and you only have the elevator ride-say ten to
twenty seconds-to sell this customer your product. That scenario
is actually very realistic-not the elevator ride, but the time frame
you may have to sell someone your product.

The point is, you won't have half an hour to go on and on about
your product. You need to be able to boil it down to a qUick expla­
nation. If you are lucky enough to get a buyer on the phone, trust
me, the conversation will have to be fast. The buyer will not be
interested if you don't have a well-honed, zippy elevator pitch so
he or she can visualize your product and make a quick assessment.
If your elevator pitch is good, the buyer will likely initiate further
discussion or ask you to send your press kit and samples.

To create your pitch, write a few sentences that promote the ben­
efits of your product . Then edit it down to a quick one or two lines
or phrases. Mine became "Moisture Jamzz are the upgraded, mod­
ernized version of the classic white cotton glove beauty secret."

Here are a few examples of how some big-name companies
qUickly and concisely describe their brand or product:

• True Religionjeans: Fashion-forward premium denim company.
• Crest toothpaste: Healthy, beautiful smiles for life.
• Burger King: Have it your way.
• Gillette: The best a man can get.
• Kellogg's Frosted Flakes: They're g-r-r-r-eat!
• Visa: It's everywhere you want to be.

Of course, these companies have major marketing divisions and
advertising agencies at their fingertips , but you can see that it's pos­
sible to explain your brand or product in just a sentence or two.
Besides the elevator pitch, many products are associated with their
tagline (a memorable phrase to emphasize a product'S key benefit).