Dana Marruffo's 5 Questions You Must Answer to Create the Perfect Elevator Pitch
Dana Marruffo is the Senior Manager of global PR and Communications for BigCommerce
September 18, 2024
“An elevator pitch is just one of the hardest elements of messaging and positioning that anyone can develop,” Marruffo told the podcast.
An elevator pitch is extremely important to have in your back pocket whether you are selling your company, business idea, or yourself. It’s the best way to make a quick, memorable impression while also leaving the person you're talking to wanting to know more.
Writing an elevator pitch is also a valuable marketing exercise. You can learn a lot about a product, brand, or business by breaking it down to its most essential elements.
On episode 241 of the “PR 360” podcast, we spoke with Dana Marruffo, a Founder Institute mentor, who critiques business pitches. She shared the five most important questions one must answer in a 60-second elevator pitch.
Marruffo is the Senior Manager of global PR and Communications for BigCommerce, where she leads the planning, strategy, and management of global go-to-market and corporate communications, thought leader programs, and executive communications.
The PR veteran says crafting a perfect elevator pitch is much more complicated than it looks.
“An elevator pitch is just one of the hardest elements of messaging and positioning that anyone can develop,” she told the podcast. “When I'm critiquing, I always look forward to making sure that each pitch is interesting, memorable, and succinct within that 60-second mark.”
She then shared the scenario to consider when crafting your pitch.
“Pretend you're on an elevator. You've got one floor to go to. You've got a prospect. You've got a possible partner. And you've got to sell yourself. So, there's just no time to waste when that opportunity is presented,” she continued. “Be sure to keep it simple.”
Here are the five questions Maruffo says you must answer in your 60-second elevator pitch and some examples of how to respond, provided by Global Results Communications.
1. Who are you?
“Hi, my name is Leonard Smith, Director of Marketing at Acme Cleaning Supplies.”
2. What do you do?
“We manufacture innovative products that make cleaning your home easier, faster, and more affordable.”
3. What do you solve?
“We’re the creators of the Swifter, a mop that doesn’t require any ringing or a bucket, and the mop head is disposable. It’s also incredibly affordable at just $11.99 and made from exceptionally durable polycarbonate plastic, so it will last up to 12 years.”
4. Who do you solve it for?
“We make day-to-day life a lot easier for busy homeowners who want a clean home but don’t have the time or patience to use a traditional mop. It’s also a great tool for families who routinely have to clean small messes created by kids or pets.”
5. How is it different or unique?
“The Swifter’s exclusive patent makes it the only mop with a disposable mop head on the market today.”
A well-crafted elevator pitch is essential for connecting with potential partners and demonstrating the real value of your product or service. It can also serve as a blueprint for your brand or business in the future. Because as Albert Einstein once said: If you can’t explain it simply, you don’t understand it well enough.”
This interview has been edited for time and clarity.
