Create an outstanding elevator pitch for your station, group, or yourself

Everyone has been told that they need to have a great elevator pitch, but how many of us really do?  It is worth the time to sit down and develop one for your station or group- and practice it.  If you create one for your organization overall, it’s a good idea to print it out and have it handy.  You never know when that once in a lifetime opportunity will happen so you want to be ready to knock someone’s socks off.

To create a great elevator pitch, ask yourself the following questions and go through the process. 

 What affect do you have on those that you have relationships with?
This is not about offering advertising, a product, or a service.  It’s about how you really have impact for those and the markets that you serve.  Be honest.  And, don’t be too modest.  Your station brings a lot to the table.  Otherwise, you wouldn’t be successful.  Create a list and figure out the top things that you’re your station or group outstanding.  This is a place to focus on the positives of your organization- not to compare yourself to other stations or groups.

 How do you accomplish goals for those that you serve?
List the unique attributes for yourself and/or your station or group that make clients want to do business with you over and over again.  Put yourself in your customer’s shoes and figure out the most important reasons why they choose you over someone else.  If you’re having trouble with this step, do a quick survey to clients.  You can do this with simple tools either online or in writing.  If you’re looking for a more qualitative approach, ask trusted clients when you see them.  These would be folks that you are in a ‘trusted advisor’ role with.  They will tell you honestly what makes your station stand out as compared to others.

 In what way does that change the life of the person or company that you serve?
Clients need to feel appreciated, confident, and secure in their business decisions.  Decide what you or your company does that helps them feel this way.  Notice that I used the word ‘feel.’  People do business with those that they know, like, and trust.  Think about your station or group.  What do you do that helps clients get to know you and your processes so that they feel comfortable?  What are things that your station does that keeps clients falling in love with your brand over and over again?  How have to developed the relationships so that you are trusted as a business consultant.? 

Gather everything from this process in one place.  Take all of this information and create an elevator pitch.  Make it short so that you can say it within thirty to sixty seconds.  Write it in a way that makes them want more.  Be concise and original.

As an aside, if you are creating an overall elevator pitch for the sales team, you can do the first two steps as a group and have the third step completed prior to the meeting and ask everyone to bring the input.  Keep the process in sequence during the meeting, however.

Following is an example elevator pitch created for LOI International.
We are the ultimate marketing “relationshippers” for visionary companies that love to play “what if” while maintaining a laser-focus on maximizing their potential.  We do that not only by planning and implementing traditional communications efforts, but by also creating original ways of connecting clients with the different personalities and resources they need to reach.  What that means for you is an assurance that your marketing is aligned with your revenue potential in a way that spurs contagious success.  I would love the opportunity to provide you with more information. Would you prefer a phone call or email?

--Lauren L. Darr is President of LOI International, a strategic, visioning marketing firm specializing in the broadcast industry. She has more than twenty years marketing experience with over fifteen of those devoted to broadcast.  Lauren has been named as a “Woman to Watch” and as one of the “Women Who RULE” in sales and marketing by the American Women in Radio and Television.

Lauren has a passion for technology that changes out world.  She is the author of the anthology book, “The Official LOI International 2010-2012 Media Outlook Book” with a publish date of April 2010 (www.mediaoutlookbook.com).  In the book, she interviews over twenty experts from all facets of media.

You can reach Lauren at lauren@laurenoriginals.com or visit the website at www.loi-international.com.

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