You must be able to communicate the essence of your venture quickly, and do it in a way that is clear and compelling. You’ll find yourself in many situations where you only have someone’s attention for a minute – or less – and you’ll have to pique their interest. The pitch should tell them the basics, and leave them wanting more. Practice this pitch again and again until you can recite it in your sleep. Even when someone catches you off guard, or after you’ve had a few cocktails at an event or dinner, you must be able to deliver your elevator pitch perfectly.
You may want to have a short version of your elevator pitch for when you really only have a few seconds with your audience, and a longer version for when you’ve got a few minutes. That way, you can give someone the headlines, and if they seem interested and have the time, you can elaborate a bit.
Maybe the short version goes something like…. “I’m launching WingNut Marketing. We’re a marketing agency that helps WingNut producers boost their sales online.” Now the audience gets the gist of what you are doing, even if you get cut off at that point.
If you have more time, you can add to it. “I used to run a leading WingNut manufacturer, and I figured out some really effective ways to market online. There are over 1,000 WingNut producers, and most of them don’t know how to boost sales through online marketing. We’re the first agency with a focus on Internet marketing for WingNut producers.” Now they know that there’s a big problem out there, and that you have a unique way of solving it, with a clear benefit to the customers. They also know you have credibility because of your background.