How to Write an Elevator Pitch

As short as an elevator ride

hidden for layout purposes

“So, what do you do?”

An elevator pitch is a brief, persuasive speech that you use to spark interest in what you or your group/organization do(es). You can also use it to create interest in a project, idea, or product – or in yourself. 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. They also need to explain what makes you – or your organization, service, or idea – unique. Think of it as a Tweet – can you describe yourself or your group that succinctly?

Writing an elevator pitch is also a good exercise which can be used to precede other forms of copy. If you can it explain to others in an elevator pitch, you can expand on it easily.

Elevator Pitch

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1. Start with a longer paragraph, then cut

A good way to start is with a 500(ish) character paragraph, then to whittle it down to 250(ish) and then to about the length of a Tweet. It is always easier to expand on something than to cut back.

500 characters:

The Seattle Garden Collective works to bring healthy food to underserved, low-income urban neighborhoods. We collaborate with local residents to establish community gardens on abandoned city lots, teaching them organic gardening methods, as well as ways to use the produce. This empowers neighborhood residents to take charge of their diet and builds community at the same time, ending food insecurity and the need to travel long distances on public transportation to satisfy basic human needs.

250 characters:

The Seattle Garden Collective empowers the city’s residents to take charge of their diet by establishing community gardens on abandoned city lots, teaching them organic gardening methods, as well as ways to use the produce.

140 characters:

The Seattle Garden Collective establishes community gardens on abandoned city lots, teaching local residents organic gardening methods, and ways to use the produce.

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2. Bring a smile to YOUR face first

Whatever you come up with, YOU should be the first one to be excited about it. And what you create should answer the following questions:

  1. What do you do?
  2. Why do you do it?
  3. What makes you unique?
  4. End with some sort of a call to action or an otherwise engaging question.

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3. Elevator pitch examples

Example 1:

The Seattle Garden Collective reclaims abandoned city lots and turns them into community gardens. These community gardens are later turned over to the local families in the neighborhood who help maintain them afterwards. An average garden feeds X people/families.

Would you be interested in volunteering/becoming a member/donating? 

Example 2:

The Seattle Garden Collective turns abandoned city lots into community gardens. We rely on members, volunteers and community sponsors to help us empower families in the neighborhood who later help maintain the gardens. 97 cents per each dollar donated goes back into the neighborhoods where we operate.

Would you be interested in volunteering/becoming a member/donating? 

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4. Tips for a successful elevator pitch

  1. Practice makes perfect.
  2. Have something on you which you can hand to people. At a minimum this should be a business card containing your contact information, but ideally it could be a tri-fold brochure.
  3. Create different versions of your pitch for different audiences. For example, if you are soliciting donors, it is more important how efficiently you operate, than if you are seeking volunteers.

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5. Things to avoid

    • Don’t speak too fast, but also not too slowly.
    • Avoid sounding monotonous.
    • Don’t ramble.
    • Keep a positive demeanor. Remember that even on the phone, people can hear if you smile.
  • One size does not fit all (see also above), so make sure you have different versions of pitches handy, depending on your audience.

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6. Key points/summary

An elevator pitch is a brief, persuasive speech that you can use to spark interest in what you, your group or organization does. You can also use one to create interest in a project, idea, activity or service.

It needs to be succinct, while conveying important information.

To craft a great pitch, follow these steps:

    • Identify your goal.
    • Explain what you do.
    • Communicate what makes you unique and awesome.
    • Engage with a question or a call to action.
    • Put it all together.
    • Practice.
  • Try to keep a business card or other take-away item with you, which helps the other person remember you and your message. And cut out any information that doesn’t absolutely need to be there.

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Elevator Pitch