“A short, concise and catchy pitch will help you sell.”
The elevator pitch must be among the most overlooked aspect of digital marketing but also the most important. The mere fact that current internet users have an attention span shorter than a goldfish means that you would need to improve your digital marketing game.
Selling your products or services with as little words as possible but enticing them to look at it further. Many people have asked: how do you even do that? It’s so hard to pull people’s eyes towards your business, and to do that under a fifth of a minute is a challenge in itself. The answer? Work on your elevator pitch.
What is an Elevator Pitch?
On products sold digitally, most big name companies layer their products with an elevator pitch at their home page. The elevator pitch is a short business description why should someone buy your product. It takes people between 8 to 12 seconds before someone closes the browser tab for your website, and you can’t convey everything that you for that long. What do you do? Make the initial pull, the pitch, as short as possible by layering your photos and videos with short one-liners and brief sentences. This is the most classic move in digital marketing since time immemorial. Here’s a good example:
Optimising Your Copy For The Pitch
Volkswagen’s page is short, sweet and enticing. While showing you a crisp photo of a red-orange VW Beetle infront of a rustic old restaurant, the page also shows you all the pertinent details that you need to know about the product. Let’s annotate a little bit to make things easier.
In red circle is the name of the product in big bold letters. This helps the user recall the product. The underlined phrase “Shift into overjoy” is a single line key message to pique the interest of the reader and the buttons on the bottom of the screen encourage the user to engage with the site. Encircled yellow as well are the pertinent information for the product. This elevator pitch is typically effective, as it engrosses the user in rich media, answers the user’s questions and then packs the whole thing with a call to action at the end.
Short Pitch Now, More Details Later
Another method that you can do with an elevator pitch is to start with something similar, and then throw more information for the user once you get their interest. Using the same page of Volkswagen, here’s how it looks like:
As you can see, the elevator pitch here works by using an image and 3 “layers” of one-liner key messages, wrapping the media with a tag line – “Looks like the desert caught the Bug”, a descriptor and a link to explore the information further.
This method is for you to initially show a little of your product through the photo or video and catch their interest with a one-liner. The second line or descriptor expands a little on the one-liner and tries to hook the user with more information. The last layer is usually a link to a wider explanation of the whole pitch.
Why is this effective? The elevator pitch in this case tries to “hook” the user. By talking to a reader the way you talk to them in real life, which is casually, it helps them get engrossed quickly with the sentence without giving them everything. Once you hook the reader, you can give them further information behind a click. Anyone who is willing to click a new link after a single line is curious and this is where you can sell to them further.
Art of the Pitch: Apple Marketing
Another good example of this is Apple’s website, where they stagger the big info either on a scroll down or another page and start with just the product’s image and just one-liners.
In Apple’s page for Apple Pay, they follow the standard 3 layer wrap with a single image on the side. This elevator pitch shows a large white space for a minimalist aesthetic while enticing the user to click to learn more from the next page.
The elevator pitch assures that your page caters to the short attention span of the readers and utilizing it through layers and baiting is a good way to do it, as long as the next page is actually helpful and relevant to the subject. The elevator pitch is there to hook them, so that you can eventually fish your readers to engage. Use it.