So the idea is relatively simple. Develop a short concise statement consisting of 1 to 2 sentences that describe clearly what you or your company does. It should be able to be said in the time it takes an elevator to go between floors, hence the term “elevator pitch”.

Ok, I know that elevators now zoom up from G to the 45th in the time it take to say – “Hey there, how are y…” DING. However, this is all the more reason why we should have a quick statement delivery that yields impact and peaks curiosity or immediately enables the recipient to understand and want more.

An ideal response to a properly crafted and delivered elevator pitch should be a “Really - that sounds interesting, we should discuss it further.”

But an elevator pitch is more practical than just a sales intro… it truly enables professionals to convey their companies expertise and how you and your organization can help people. Imagine the cocktail party or networking event scenario or even just being introduced to people through a friend. How often do you get “So… what do you do?”. A great elevator pitch is truly invaluable.

As an example, LinguaCounsel’s current elevator pitch is the following:

LinguaCounsel enables organizations to drive lead generation and revenue through strategic online initiatives targeting prospects while ensuring further opportunity with existing clientele is unleashed. - www.linguacounsel.com

Note that above, I said current elevator pitch. We should always be striving to develop better more efficient, more impact yielding statements. And you’ll notice with time, you’ll develop some really awesome ones.

So how does this relate to strategic e-marketing? Well, as we can understand, with strategic e-marketing initiatives we’re looking to clearly convey what an organization does and how it can help other companies, all while trying to express what differentiates you from some Company Competitor X.

A potentially scary fact that e-marketers are aware of and is very interesting to sales folk and management is that the killer text you wrote for your home page of the company website… is only going to have about 20-28% of it read. In our fast paced world, people (including the visitors to your website) scan text and links – to arrive at their point of interest.

This means that if you have 1 or 2 sentences that illustrate everything someone needs to know to want to contact you, download your brochure, request a demonstration, or buy your product - you’re in the green.

And now with the flexibility in design and websites dynamically loading content based on IPs or geographical location, etc…, imagine the possibilities. You can strategically run a targeted A/B split tests on elevator pitches on your site.

Take advantage of the web! If you want it to be done – it probably can.

Contact me with comments and questions…