In the past, I’ve talked about your elevator pitch even sharing episodes from The Profit.
Today I found this elevator pitch for Emily’s Heirloom Pound Cakes.
Take a look at the video
As the pitch went on, I couldn’t help but think April missed an opportunity to share the story behind the brand. Although she mentioned it at the beginning of the video, when it came to the actual pitch it wasn’t said.
Why is the brand called Emily’s Heirloom Pound Cakes? That story needed to be told to make a connection.
I know she said it started with a fundraiser to send her children (one to China and one to Europe) as student ambassadors but the gold is in the story of where the recipes came from.
It was after the pitch that the story came out about the recipes.
I’ve had my fair share of pound cakes, and I thought would this story compel me to try it?
People love to do business with real people. They like to get behind a brand they can connect with.
The story is there, but in my opinion, it should have been front and center in the pitch.
When someone looks at that pound cake they need to envision the story.
If you were to pitch your product or service what would you say?
How would you make a connection so people can’t wait to be your raving fans?
This would be a good exercise for you to go through.
Sometimes we know our product or service inside and out and assume others do as well.
You have to think from the perspective of your ideal customer/client.
If you had the opportunity to stand on a stage and talk about your business what would you say?
Think about that and see what you would come up with.
Write it down.
Look at what you’ve written and see how it can be refined.
How can you bring in a story to make a connection?
Once you’ve done this, look at your marketing pieces and see what changes might need to be made.
You will now have more clarity and definition in your business.
Need help crafting and marketing your brand story?
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