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Elevator Pitch, Not Just for Breakfast Anymore

By January 7, 2009January 1st, 2020No Comments
networking event with tasty breakfast spread with orange juice and fruit, need elevator pitch, your core story

We subscribe to a newsletter that receives queries from reporters and journalists looking for ideas, experts, and sources to interview for future articles. Today’s newsletter listed the following item. Notice the last line requesting to include your core story:  “Please include a BRIEF elevator pitch describing your business.”

“Many small businesses are cutting back their marketing campaigns during this economic downturn. I am looking for small business owners (under $5 million in revenue) who have developed creative and successful marketing campaigns with a minimum amount of cost. To the best of your ability without giving up trade secrets, I would like one to two paragraphs outlining your marketing efforts so that other entrepreneurs and small businesses can learn from you. Please include a BRIEF elevator pitch describing your business.”


All too often, people limit the elevator pitch to simply a networking tool. In reality, the elevator pitch is soooo much more! It is your core story from which everything else emanates. It is the core story about your company, non profit, association, education institution, and government organization. It is your core story you tell to friends, colleagues, partners, members, advertisers, sponsors, board members, and the list goes on. And what about prospective colleagues, partners, employees, members, etc.? The same.

How many presentations have you seen where the presenter starts off with “let me tell you a little bit about my organization.” That should be your core story, your elevator pitch. When you are in an interview, in the first few minutes you will be asked, “so, tell me about yourself.” That’s your personal core story in the form of your personal elevator pitch.

“What do you do?” are the four most important business words–ever! If you can’t answer this ubiquitous question in a compelling and inspiring manner, your audience will just forget you and move on.

“What do you do?” are the four most important business words–ever!

Ira Koretsky

Ira Koretsky has built The Chief Storyteller® into one of the most recognized names in communication, especially business storytelling. He has delivered over 500 keynote presentations and workshops in nearly a dozen countries, in more than one hundred cities, across 30 plus industries. His specialties are simplifying the complex and communicating when the stakes are high. He is also an adjunct professor in public speaking and storytelling at the University of Maryland's Business School. With over 25 years of experience, he is a sought-after storytelling coach, global speaker, trainer, consultant, communication coach, and public speaking coach.