An elevator pitch example … think positioning statement – optimize my brand creative company’s blog gas lighting


Express “who you are” quickly. Just what is an elevator pitch, anyway? An online search reveals, “a succinct and persuasive sales pitch” derived from “the idea of having to impress a senior executive during a brief ride in an elevator.” Cool. Use words that grab attention and create interest. Get to the point, fast.

An elevator pitch is a brief, persuasive speech that you use to spark interest in what your organization does. … A good elevator pitch should last no longer than a short elevator ride of 20 to 30 seconds, hence the name. They should be interesting, memorable, and succinct.

Your brand promise, often called a tagline, is the promise made to your customer, understood by your employees, suppliers and business partners, and reinforced by an institution-wide commitment. The result? The brand promise is reflected in all products, services and policies. The brand promise expresses the value proposition from the customer’s perspective. It articulates the business concept from the customer’s point of view, in their terms. And it remains a promise from the organization to the final recipient of the product or service. The brand promise appears with the company name. The positioning statement goes deeper.

At its core, your positioning statement defines who you are … most importantly, from your audiences’ point of view, not your own. It expresses a central idea that’s both memorable and desirable. It summarizes an organization’s purpose or reason for being.

Positioning defines what makes you unique and valuable to your audiences. It separates you from your competitors and from others in your category. The concept must resonate with your target audiences. And we often we create different versions targeted to different key audiences, based on what those audiences want and expect.

The positioning statement is the single concept or impression that should come to mind when someone thinks of the organization—the thing that distinguishes you from competitors. The positioning concept influences all aspects of the program’s messaging and expression.

Positioning, like the elevator speech example, is focused on the target audience who will engage (we hope). We want people to respond, ask, connect, or interact in some way because what they’ve learned about you from the positioning statement creates interest.

As you can see, the big difference is these are descriptions in and of themselves. Hopefully inspirational. Yet not crafted from the external perspective of the audience. Positioning MUST answer “why should I care?” and “what’s in it for me?” from the audiences’ point of view.

Think of the idea behind an elevator speech … a pitch to someone in a short time, a quick description of why they should look further, consider a meeting or possibly invest. It must be targeted to that audience, to answer what they need to know so they will respond.

You do want this person to be excited about the possibilities. Or your goal is to have him/her invite you to present to the team or company. Or, perhaps, invest. Or just share your story or idea. Most of all, you want a response. When your elevator speech is too long …

I once had a client who hired me for messaging because “my elevator speech is too long.” She was stuck in describing all the amazing things her software could do (features), but had not defined the outcome and result her customers/audiences experienced. She hadn’t answered the “why should I care?” because she was focused on the very complex and confusing “here’s what we do.” Bottom line … do you see where I’m going?

Yes, an elevator speech is a positioning statement, or at least a version of it. In the context of an elevator speech, it may be tweaked for a specific “ask,” yet the core ideas have the same purpose. Inspire interest. Create response. Cause action.