However, it has gained relevance beyond the boundaries of the business world. Condensing a message, value proposition, or story into a time frame as brief as an elevator ride is a significant challenge. This technique has become an essential skill for selling online.
We’ll explore practical and strategic opportunities that arise when applying Elevator Pitch tactics to digital marketing. And of course, specifically in the areas of email and SMS marketing.
To begin, let’s look at some key points about the origin and importance of the elevator pitch. We’ll also review its key components.
This point is important for understanding the rest of the article—don’t skip it.
Definition and origin
The “Elevator Pitch” is simply a concise and engaging presentation designed to convey an idea or proposal in a very short amount of time. Basically, it should last no longer than an elevator ride—hence the name.
Its origin lies in the world of business and entrepreneurship. Therefore, it’s a technique that emerged from the need to capture the attention and interest of potential investors, clients, or partners during unexpected moments or casual encounters.
Importance in the business world
The value of the Elevator Pitch in the business and commercial world is immense. With today’s overload of information and proposals, the ability to clearly convey the core of an idea or business in a short amount of time is crucial.
This practice serves not only as a tool to generate interest. It also serves as a reflective exercise for companies, pushing them to clarify and prioritize what makes them unique and valuable in the market.
Components of an effective elevator pitch
An effective Elevator Pitch is built around several critical components.
- First, clarity is essential to convey the message without ambiguity or confusion.
- Then, conciseness is key, ensuring the presentation stays focused and avoids unnecessary details.
- Emotional connection also plays a vital role, aiming to resonate with the listener and provoke a response or interest.
- Finally, a clear call to action urges the audience to take a step forward, whether by exploring more, investing, or collaborating.
The influence of the elevator pitch on marketing
Marketing, especially in its digital forms like email marketing and SMS, demands clarity, brevity, and the effective communication of a brand’s values and intentions.
Clear and concise communication
The first point of contact between the Elevator Pitch and marketing strategies is the art of being clear and concise.
The economy of language becomes a highly valuable resource. Just like the Elevator Pitch promotes delivering a direct message without unnecessary embellishments.
Example:
Imagine a startup that has developed a mobile app to help people better manage their time, focusing on agile methodologies.
An Elevator Pitch for this product could be: “Our app boosts productivity by helping users focus on what truly matters in each moment—leading to a 75% increase in completed tasks, reduced stress, and improved well-being.”
In this example, we mention only what matters—notice how we clarify:
- Objective: improve productivity
- How: by helping to determine what’s important
- Results: increase performance
- Emotional benefits: reduce stress and increase well-being
Every part of this text serves a purpose—nothing is superfluous, and the message is delivered concisely.
Create urgency and spark interest
The essence of an effective Elevator Pitch lies in its ability to spark a sense of urgency—a desire to take action immediately. In marketing, creating a sense of urgency and genuine interest is essential to drive potential customers to take action.
How can we convey this urgency? There are many options, but the most important thing is to show why taking action as soon as possible is necessary.
Example:
Continuing with the first example, we could have: “Our app improves productivity by helping users identify what truly matters in each moment. It increases task completion by 75%, reduces stress, and enhances overall well-being. Helping businesses survive in competitive markets.”
Connecting with the target audience
A successful Elevator Pitch doesn’t just communicate—it connects. It goes beyond words and taps into the listener’s emotions and needs. In marketing terms, this principle translates into strategies designed to genuinely resonate with our target audience.
In the previous example, this corresponds to the part about “reducing stress and boosting well-being”—values that, while not financial, are easier to connect with on an emotional level.
Who doesn’t clearly understand what stress is… ?
Application in email marketing
Email marketing, with its ability to reach users directly in their inbox, holds tremendous potential for brands that communicate effectively. The tactics that make an Elevator Pitch effective can be applied to the email subject line and the opening paragraphs.
📌 The power of email subject lines
The email subject is, in many ways, comparable to the first line of an Elevator Pitch. It’s the hook—the entry point that determines whether your message will be opened or ignored.
Let’s take, for example, an email from an eco-friendly shoe brand.
Example subject line: “Walk without leaving a trace”
It combines curiosity with value, enticing the reader to click without revealing everything upfront. Here, the blend of curiosity and value proposition is key, delivered in a compact, suggestive message that mirrors the essence of an Elevator Pitch.
📌 Connecting the message body
In the message body, the influence of the Elevator Pitch is evident in the opening paragraphs.
Continuing with the eco-friendly footwear example, we might have a first paragraph like this: “Our new shoes take you wherever you want to go—without making future generations pay the price. Made entirely from recycled materials, they blend style, comfort, and sustainability.”
This content, like a strong Elevator Pitch, is direct, benefit-driven, and appeals to both values and emotions. This creates a clear connection between the user, the product, and its positive impact.
📌 Effective Calls to Action (CTAs)
Finally, the call to action (CTA) is where the Elevator Pitch should naturally lead the reader to take a specific step.
Continuing with our previous example, the CTA could be: “Take the first step to erase your ecological footprint.”
This CTA, inspired by the clarity and drive of an Elevator Pitch, is straightforward and encourages a specific action.
The role of the elevator pitch in SMS marketing
In SMS marketing, the challenge lies in communicating even more concisely. Where every word must be carefully chosen to deliver a strong message within a very limited space.
The Elevator Pitch, with its focus on clarity and brevity, serves as an exceptional guide. It encourages messages that, despite their brevity, resonate with impact and authenticity.
🎯 The Importance of brevity
In SMS marketing, brevity isn’t just a virtue; it’s a necessity. Given the character limits of text messages, every word must carry meaningful weight.
Example:
Let’s think of a coffee brand wanting to promote a new variety via SMS. An effective message might be: “New! Discover our Espresso Trovato – the true taste of Italy in every sip. This week only: buy 2, get 1 free.”
This message, guided by the principles of the Elevator Pitch, is concise and direct, conveying the novelty, benefit, and a clear offer in one brief communication.
🎯 Engagement Strategies
Creating engagement through SMS is challenging, it requires sparking interest and prompting action without the help of images or other visual elements. To accomplish this, we can use strategies that add urgency or exclusivity to the message.
Returning to our coffee example: “2 for 1 New! Try our Espresso Trovato – the true aroma of Italy in every sip. Final hours!”
Adding a tighter time limit creates urgency, while repeating the offer reinforces the core message.
Integrated marketing strategies
Marketing doesn’t operate in a vacuum. Brands engage with their audience across multiple channels, each with its own format, tone, and expectations. This creates both a challenge and an opportunity.
Integrated marketing strategies help create a cohesive and consistent experience for the audience. This is where the Elevator Pitch shows its value beyond individual pieces of content. But also in the broader narrative that connects all platforms.
💡 Unifying messages across platforms
The fundamental principle here is message consistency. The essence of your Elevator Pitch should remain consistent across every email, SMS, social media post, or ad.
💡 Consistency and personalization
Personalization and consistency are not mutually exclusive. While your core message should stay consistent across all platforms, its presentation and tone can, and should, be tailored to each specific audience segment.
- An email for a returning customer might have a more familiar tone.
- Whereas an SMS to a new customer might be more informative and direct, yet still highlights your core values and key messages.
Remember, by incorporating the Elevator Pitch into every email and SMS marketing strategy, you can create campaigns that not only communicate effectively but also build a strong connection between your brand and the consumer.
The best elevator pitches are interesting, engaging, and invite the listener to find out more. Deliver your pitch confidently and get to the point quickly if you want to make a good impression. A good elevator pitch sets the stage for further action, whether that’s an interview, a meeting, or just an exchange of business cards.
An elevator pitch is ‘simply’ a quick explanation that aims to give your audience enough information that they are interested in learning more. Knowing how to craft a succinct and successful elevator pitch will help you attract people who are interested in what you have to offer, and is often the key to making connections with interested investors.
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