Creating Elevator Pitches for Business Using Keyword Data

Opportunity Knocks Once

Open New Doors with Your Elevator Speech

I finally lined up a meeting with Billy boy. I took 3 months but finally he agreed to see me today. There’s one hitch, he can only see me at the Seattle Microsoft building 27 in the lobby. His secretary has left me with instructions to meet in the lobby at 9:30 AM. When we meet, I will quickly join him in the elevator which goes to the 3rd floor. This will leave me with about 20-30 seconds to explain what I can do for him. Oh my, what will I say? I mean there’s so much to say about the intricacies of my business, how can I possibly communicate all my business has to offer in 20 seconds?

How Prospects See Elevator Speeches

We are on the ground floor, the door closes and it’s time for a short ride in the elevator that will determine my future. I am a master of my idea but how can you put my 100,000 word book into one short sentence? I know that some of the most important decisions made by the US Senate are made in less than a minute. Hundreds of entrepreneurs present their master mind plans to venture capitalists everyday, yet very few are successful. In most high level presentations you really have 20 to 60 seconds to make your key points with potential investors or prospects.

How to Describe your Business in One Sentence

The art of describing your business in one sentence is easy when you approach it with tact. When you meet someone and they ask you “what do you do?” How do you respond? At networking events your ability to spit out the magic “golden sentence” can often be a deciding factor on doing business. In order to determine our elevator sentence let’s take a look at the steps I like to take.

Step 1- Develop a Five Minute Explanation

I am going to take advantage of this example and use what I do as an example.

<==Starts: Here’s What I Do Bill==>

I work closely with my client to develop a website that meets and exceeds expectations. It starts with a simple question I ask every client “Why do you have a website?” Some clients reply with direct answers while others hum and ha. For the surprising number of hum’s and ha’s I make sure we agree on the purpose of the site. If we cannot I will design one. Every site MUST have a purpose in order to succeed, that’s a fact! So for the client that was really unclear on the goal(s) of the website I might suggest we identify the most important pages for visitors to see. Now we have a site purpose! The main point I am making here is we cannot move forward in a sensible manner without site objectives.

Scenario A- New Website

Once we define the purpose of a website (whether it exists or not) market and keyword research can be performed with zoomed in accuracy. In the case of new websites market research data is collected, decisions are made on primary key phrases, paving the road for a money tree website. Let me give you a simple example, my client tells me they sell 5 fruit juices and want to build a website. After I drill-down the “fruit Juice” market I will develop a site blueprint to create a synonymic set. It may look like this.

Scenario B- New Website

All new web pages created have a specific point and are purposed for a targeted audience to engage with. At the same time the theme keywords have a relationship with other pages and your business model. My client can see their website in wireframe view before we build out content, creatives and decide on the best traffic generation strategies.

For the client that already has a website I start by drilling down the “fruit juice” market using sophisticated market research software. I will come back to you and show you the money you are leaving on the table. Based on market research data and client business model an action plan is devised. The plan speaks directly to the money you are leaving on the table based on keyword markets, search volumes, and associated keyword costs.

The Action Plan

In both cases Scenario A & Scenario B the information gathered fuels the construction of profitable website architecture for you and your business model. The blueprint will include a strategy for website visitors (traffic) in both paid (if desired) and non-paid (organic, social, referrals, etc) traffic streams. With industry intelligence and traffic strategy in place the money tree website is now created to focus on your goals.

Success Measurement

The final set up step I take that is just as important as the other steps is the set up of website analytics. I prefer Google Analytics, especially when you are buying Google AdWords traffic. Before your site launches a Google Analytics optimized installation for your strategy is icing on the cake. After your site launches I closely watch the traffic statistics/ behaviors to tweak usability design, marketing efforts and/or ecommerce goal funnels.

<==End Here’s What I Do Bill==>

Step 2- Identify Key Points

There’s no way that would fit into my elevator speech for Bill but is a starting point to develop my elevator pitch . What I like to do now is highlight the most powerful words and phrases in my 5 minute business description. Note the terms I have highlighted above.

Here’s my list of descriptive keywords in my description

Note: If you use special tools (I do) you can also measure your description for keyword density. Below I am taking a look at the two/ three word phrases only that are most densely populated throughout my description.

Here are the phrases that best describe in my 5 minute summary:

Set up, new website, money tree website, market research data, market research, google analytics, business model, action plan.

Step 3 Create Your Elevator Sentence

This exercise will help you market yourself better. Account managers and sales teams should all be armed with a pre-scripted elevator sentence that hits the nail on the head. Based on my shameless self promoting example above here are 2 elevator pitches I have for Bill:

• We transform your new or existing website into a money tree site with deep market research and analysis.
• A Measured, creative action plan for your website developed from marketing research focused on your business model

I could go on and make a few more sentences, then table them in a board meeting to get feedback from others. Whether it’s venture capitalists or prospects, your end game is going to be strongly based on the quality of your elevator pitch. You want to deliver an overview of your idea that captures the technical essence of what you are presenting. Capitalists often judge the merit of an idea solely on your brief overview. Although the strongest way to deliver your idea is in the flesh, it’s not all you are limited to. Entrepreneurs often deliver powerful ideas through podcasts which also have convincing value but not the potency of a face-to-face contact.

Be aware, angel investors will likely put you to the test by asking for the skinny on your exciting concept. You better have your guns loaded because that’s the best way for investors to shake-down flawed plans. In the time it takes to ride an elevator be resilience with your speech of adaptability around your contact. Remember when the United State’s House or Senate move to the floor to cast a vote the final decision is made in seconds usually based on the reader’s digest version of the idea.

Who Benefits from an Elevator Pitch?

• Salespeople
• Project managers
• Jobseekers
• Venture capitalists
• Bankers

For business professionals and companies to market themselves effectively, focus on the purposefulness of the matter will result in a higher rate of success. Important decisions are made on your ability to define your dream towards new dimensions of thought. Be compelling, have a call to action, and be confident you are a leader in your field.

Look out Bill Gates Here I Come!

The above story is true; the names were changed to protect the innocent!

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