What if you could describe your value in under a minute and make every conversation count? A few weeks ago, while reworking my branding, I realized I needed to articulate exactly who I am and what I do. In other words, I needed an elevator pitch.

If you’ve never heard the term, Business and Branding Expert Michael Hyatt (michaelhyatt.com) explains it perfectly:

“The name comes from the idea that you should be able to deliver a succinct, compelling description of what you offer in the time it takes to ride an elevator up a few floors — approximately 30 seconds to two minutes.”

Why an Elevator Pitch Matters

So, why do you need an elevator pitch? Because it provides:

• Clarity: It forces you to get crystal clear on what you offer.
• Perspective: It helps you understand your audience’s point of view.
• Connection: It’s a tool for starting meaningful conversations and enrolling strategic partners.

According to Michael Hyatt, an elevator pitch for an information product should consist of four components:

1. Your product name and category.
2. The problem you are attempting to solve.
3. Your proposed solution.
4. The key benefit of your solution.

Writing My Elevator Pitch

Using Hyatt’s framework, I drafted my own pitch. Here’s what I came up with:

I am an author, director, and creative consultant [what I am] who has chosen to specialize in helping non-profit organizations find better ways to share their story with the world [problem I solve].

From traditional to new media, I focus on ideas to enhance their message [proposed solution] and use the most effective platforms to engage the largest audience [key benefit].

When crafting this pitch, I focused on three key elements:

1. Clarity and Simplicity: I wanted a statement that’s easy to understand and remember. The more straightforward the pitch, the easier it is to convey my value quickly and confidently.
2. Audience-Centric Language: I framed the pitch around the needs of non-profit organizations, highlighting the problems they face and how my expertise provides solutions. This approach helps me connect immediately with potential clients or partners.
3. Emphasizing Results: Rather than just listing services, I made sure to highlight the benefits my solutions bring—engaging larger audiences, enhancing messaging, and ultimately making a difference.

This pitch gives me a clear, concise way to describe what I do whenever someone asks. I paraphrase it so it sounds natural, and often their response is: “Oh, really? Tell me more about your work.”

Adding a Personal Touch

I also wrote a second pitch that highlights my journey and creative passion:

I am a filmmaker, storyteller, and musician who brings ideas to life. I got my start working in an edit bay building promos for a television station in a top-ten market. Then I took what I learned and started creating award-winning short and long-form projects for dozens of networks and organizations.

I’ve worn a lot of hats over the years: producer, director, writer, cameraman. But at the end of the day, I am an interpreter who uses pictures, words, and music to tell stories that make a difference. I have a creative toolkit filled with experiences that can’t be found on YouTube. I am committed to excellence and push myself to raise the creative bar higher with every assignment.

This pitch isn’t just about my work—it’s about who I am as a creative. It captures the essence of my journey and the unique perspective I bring to every project. By sharing a bit of my story, I invite potential clients and collaborators to see me as not just a service provider, but as a partner invested in their success.

Why the Effort is Worth It

It took me a long weekend to craft these pitches, but the payoff has been well worth it. They allow me to communicate my brand, passion, and expertise clearly and consistently. And, more importantly, they start conversations.

Having a well-constructed elevator pitch is like having a solid foundation for a house. It supports everything you do and gives you the confidence to approach new opportunities. Once, at a conference, I briefly explained my work using my elevator pitch, and it led to a follow-up meeting that turned into a long-term collaboration.

When I meet someone at a networking event or a conference, I no longer stumble over how to explain my work. I have a clear, concise way to introduce myself that sets the tone for productive discussions.

It’s not just about sounding polished—it’s about having a true understanding of your own value. By investing time in crafting and refining your pitch, you ensure that your message is always clear and impactful.

Call to Action

What would you say if someone asked, “What do you do?” Take an afternoon to craft your elevator pitch. Need help getting started? Visit paulstevenforrest.com for resources to clarify your message and elevate your brand.