Robert Craven's Elevator Pitch

Have you ever failed miserably at answering the question "what do you do?" I've been there. We fumble through a few buzz words, say "it's hard to explain," and quickly change the subject.

Watch "The Elevator Pitch" on YouTube

Having a clear pitch is essential yet stupidly hard. Robert Craven, Founder of Grow Your Digital Agency Initiative, has an approach I like a lot. He argues that the elevator pitch has four elements:

1. We work with …
2. Who has a problem with …
3. What we do is …
4. So that …

Easy, right? It's more complicated than you think. What I like about this approach is that it forces you to be very specific on your target audience, the problem you help with, and the outcomes you generate.

Here's mine in the first person:

I work with founders, leaders and experts running digital and creative businesses who want to build a better business. I help them define where they are, where they want to go, and help them overcome the challenges that will prevent them from getting there. I do this through 1-1 coaching and advise so that they avoid the pitfalls of entrepreneurship, have clarity on their direction, and increased confidence in their actions.

It, of course, gets more challenging if your business offers more than one skill set. Perhaps it's OK to have more than one, and you pull out the most appropriate depending on the recipient.

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