In business, the concept of the “elevator pitch” has become a staple. It’s a well-rehearsed, concise explanation of what you do or what your business offers, designed to be delivered in the time it takes to ride an elevator with someone.
Bah, humbug! No one wants to be “pitched” – especially in an elevator!
While the premise is sound, the traditional elevator pitch often falls short in achieving its ultimate goal: making a lasting impression. Unlike the elevator pitch, a memory dart is a brief, targeted and memorable message that sticks with the listener long after the conversation has ended. A memory dart is intriguing; it is not meant to tell or sell — it is designed to compel a reaction of curiosity.
This article explores why the elevator pitch is fundamentally flawed and why the memory dart offers a better path to clear, effective introductions.
Let’s start by taking a look at what’s wrong with the traditional elevator pitch.
Too generic to stand out. The elevator pitch often suffers from being overly broad or laden with jargon. To appeal to everyone, many professionals craft pitches that sound polished but lack specificity. For example, “We offer scalable solutions to optimize your business performance” might sound impressive, but it’s so vague that the listener walks away unsure of what was said. This lack of specificity makes it nearly impossible for others to recall or repeat the pitch to someone else.
Overloading the listener. Another common pitfall is the tendency to cram too much information into a brief timeframe. Trying to explain all aspects of your business in 60 seconds can overwhelm the listener and dilute your message. The result? A muddled delivery that leaves your audience confused rather than engaged.
Forgetting the listener’s perspective. Most elevator pitches are designed to communicate what the speaker does, rather than focusing on why it matters to the listener. This speaker-centric approach misses the mark because it fails to connect with the audience’s needs, interests or pain points. An elevator pitch often answers, “What do I want to tell you?” rather than “What do you need to hear?”
Lack of memorability. An effective pitch should be easy to remember and repeat, yet many elevator pitches are forgettable. They use factual statements instead of creative, vivid imagery. In a noisy marketplace, forgettable messaging is a missed opportunity.
A memory dart addresses these deficiencies by prioritizing clarity, focus and memorability. A memory dart is designed to penetrate the listener’s mental fog and anchor itself in their memory. Here’s why it works:
Sharp focus. Unlike the sprawling elevator pitch, a memory dart is laser-focused on a single idea or value proposition. Its purpose is not to explain everything you do but to make one powerful point that sticks. For instance, instead of saying, “I’m a marketing consultant who helps small businesses optimize their digital presence,” you might say, “I help small businesses get found online.” This focused message is easier for the listener to grasp and remember.
Audience-centric. A memory dart is crafted with the listener’s perspective in mind. It starts by understanding what the audience cares about and then delivers a message that addresses those needs or interests. For example, instead of describing a service as “a platform for enhanced team collaboration,” you might say, “We make it easier for your team to work together, no matter where they are.” This approach ensures that your message resonates on a personal level.
Emotionally resonant. Memory darts often use emotional or vivid language to create a strong impact. They tap into the listener’s feelings, whether it’s curiosity, excitement or relief. For instance, instead of saying, “I’m a financial adviser,” a memory dart might say, “I help people sleep better at night by taking the stress out of financial planning.” The emotional appeal makes the message more compelling and memorable.
Built for repetition. A good memory dart is designed to be repeatable. It’s short, clear and easy to pass along to others. When someone hears it, they should be able to think, “I know exactly who needs this,” and share the message with them. This viral quality is what makes memory darts so powerful in networking and referral contexts.
Creating a memory dart requires a shift in mindset from explaining to engaging. Here are the key steps:
Identify your core value. Ask yourself, “What is the one thing I want people to remember about me or my business?” Focus on the single most compelling benefit you provide, rather than trying to summarize everything.
Know your audience. Understand who you’re speaking to and what they care about. Tailor your memory dart to address their specific needs, challenges or goals – the “what’s in it for me” of the listener. The more relevant your message, the more likely it is to resonate.
Use clear and simple language. Avoid jargon and complex phrases. The best memory darts use plain, conversational language that anyone can understand. If a 10-year-old wouldn’t get it, it’s too complicated.
Make it visual or emotional. Incorporate imagery or emotional appeal to make your memory dart more impactful. For example, “I’m the GPS for your career” creates a vivid mental picture, while “I take the headache out of IT” speaks to a relatable pain point.
Test and refine. Try your memory dart in real conversations and observe how people react. Are they engaged? Do they ask follow-up questions? Refine your message based on their responses until it hits the mark consistently.
To illustrate the power of a memory dart, here are a few examples:
Traditional pitch: “I’m a graphic designer who specializes in branding and visual identity for small businesses.”Memory dart: “I turn small businesses into big brands.”
Traditional pitch: “We provide cloud-based solutions for remote workforce management.” Memory dart: “We make remote work … work.”
Traditional pitch: “I’m a commercial sales leader who manages the activities of a distributed sales force.”Memory dart: “I coach sales professionals to greatness.”
In today’s fast-paced, attention-starved world, brevity and clarity are competitive advantages. The elevator pitch, with its tendency toward vagueness and information overload, often fails to cut through the noise. By distilling your message into sharp, focused and memorable statements, you gain the most important ground of all – mental real estate.
By adopting the memory dart approach, you can ensure that your message not only reaches your audience but also sticks with them. In doing so, you’ll leave a lasting impression that opens doors, fosters connections and drives action.
In the battle for attention, the memory dart doesn’t just hit the target — it stays there.
Steve Woodruff is president of Impactiviti and a 2022 LTEN Member of the Year. Email Steve at stevew@impactiviti.com.
