This Month’s LEAP Recap: Creating an Elevator Pitch and a Fishing Line
This month’s LEAP roundtable dove into the art of communication with a focus on two essential tools for entrepreneurs: the elevator pitch and the fishing line. Shannon guided attendees through crafting concise, compelling statements that define their value propositions and spark interest in potential clients or collaborators.
Elevator Pitch vs. Fishing Line
While both tools are key to effectively presenting your business, they serve different purposes:
Elevator Pitch: A 30-second summary of your value proposition designed for moments when you have time to elaborate on your offering.
Fishing Line: A shorter, teaser-like statement aimed at quickly sparking interest and inviting further conversation.
These tools are complementary, not interchangeable, and their effectiveness lies in how well they resonate with your target audience.
Crafting Your Elevator Pitch
An elevator pitch should communicate:
Who You Are – Your role or business identity.
Who You Help [X]: Your target audience.
What You Address [Y]: The needs or pain points of your audience.
How You Help [Z]: Your solution, method, and the benefits you deliver.
Formula:
Who you are + we help [X] do [Y] by doing [Z].
Example:
Duolingo is a language-learning app based in Pittsburgh. Duolingo helps [X: second-language enthusiasts] [Y: learn to speak new languages] by [Z: providing an app that gamifies education].
Pro Tip:
Use a job title or business descriptor that highlights your credibility.
Avoid overcomplicating with too many conjunctions ("and"). Every “and” cuts the effectiveness of your statement by 50%. Clarity and simplicity are your allies.
Designing an Effective Fishing Line
Fishing lines are ideal for networking or casual conversations. They are:
Short and Intriguing: Just 1 sentence to hook interest.
Focused on Audience and Problem: Describes who you help and their challenge—without mentioning your solution.
Formula:
We help X [Target Audience] do Y [Issue You Address].
Example:
We help homeowners whose kitchens are infested with roaches.
This statement identifies the audience and the issue, leaving the solution as a conversation starter. It’s not “We get rid out bugs,” which is focused on the solution.
Key Takeaways
Tailor Your Messaging: There’s no universal “perfect” pitch or line. The best ones resonate with your audience and achieve results.
Understand Context: Use your elevator pitch for formal opportunities to explain your value proposition. Deploy your fishing line in social or networking settings to spark curiosity.
Test and Refine: Continuously evaluate what works, adjusting your messaging based on the feedback and outcomes you receive.
Join Us Next Month!
On Monday, January 13th at 1 PM ET, we’ll continue our 5-Part Series on Marketing for Solopreneurs.
At the next roundtable, we will conduct Live Social Media Audits of your business’ online presence with social media expert, Duda Rubbo. Social media accounts will be reviewed in advance so if you’d like to have one of your accounts reviewed in session, submit them ASAP to hello@shannonparris.com. Join us to learn tips and best practices for your business’ online presence.
RSVP now to secure your spot.
