Every Business Needs an Elevator Pitch (and an Explainer Video)
We all know that every business owner, salesperson, and even each employee should have a clear vision for the business. Everyone in the organization should be able to state that business vision in a few sentences, and be ready at any time to do so. We call it the elevator pitch, your business’s vision edited down to its essential elements and stated in a concise way. You never know who you’ll run into or where so you have to be ready. It may be at a party, networking event, golf course, or maybe on an elevator ride. That is essentially what an explainer video is. A short and to the point summary of your business. The rules for an elevator pitch and an explainer video are about the same. So here’s the list.
5 essential ingredients for a successful explainer video and elevator pitch:
- Be concise and to the point
- Solve a Problem.
- State your Value Proposition
- State a benefit to the audience
- Request an Action
People are busy. Don’t bore them with long drawn out stories, complex analogies, or rambling thoughts. If you have a clear business plan you should be able to state it in a minute or so. If you can’t then practice until you can. When writing scripts for our animated explainer videos we know we can’t tell them everything about the business. Instead we focus on the key points and benefits to the customer using a economy of words. We always look for ways to say the same thing in fewer and fewer words. We make sure we get their attention early, and make our main point sooner than later.
Solve a Problem
Everyone has some problem or business challenge for which they would welcome an effective solution. Identify the problem your product or service can solve.
State clearly how your product or service solves that problem. This is your opportunity to set yourself apart from the competition. Offer a unique solution they can only get by doing business with you or your company.
A Benefit; What’s in it for them.
Avoid the trap of telling them how great your features are and instead focus on the benefits, what’s in it for them. In a elevator pitch you might modify this depending on if you’re talking to an IT person, a sales person, or a CEO. Different things appeal to different people. For an explainer video we have to choose a target audience. Sometimes we can include multiple benefits to appeal to different audiences. You should have these distinctions clearly thought out and know what might get their attention when you begin your pitch.
Request An Action
In advertising we call this a “call to action”. For explainer videos it’s stated at the end. We ask the viewer to download the app, visit our website, request a free demo, etc. For the elevator pitch this may also change depending on your audience. The key is, always conclude with a clear message or request. You can ask for a meeting, an introduction, or tell them to visit your site. Always be ready and don’t forget to ask.
If you own your own business you should have clear answers to these questions. If not sit down and work them out. Even practice it to be sure you can recite it on cue. Remember to state the message clearly, concisely, and in a way that is relevant to the person you’re speaking to.
For many businesses, their Animated Explainer Video is like their online Elevator Pitch. It’s there on the website, hopefully in a prominent place, and also on youtube, facebook, LinkedIn profiles, and other social media sites, anywhere else you can place it increases your chances of being seen. Your video works for you 24/7 and it’s available to the entire world, not just the relatively few people you run into throughout your business day. If your website doesn’t clearly state your unique business proposition in a way the visitor can get in the first few seconds, you probably need an explainer video. How It Works Media can create that effective presentation for you with our animated videos.