Everyone needs an elevator pitch – that pithy summary of what you do and what benefit it brings to your customers. Don’t think because you run a small business you don’t need one, it’s more competitive than ever and being able to explain the value you provide, and your point of difference quickly is essential. In fact, you need a quiver full of those messaging arrows that you can shoot at different targets.

The common pitfall is thinking an elevator pitch must be a summary of everything you do, with lots of technical details. It doesn’t. It needs to be just enough so the person listening wants to know more. It needs to be succinct, easy to understand and engaging. Think of the movie Philadelphia and tell me like I’m a three-year-old.

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