Sugar Love University Course Catalog
When I first started my business, I imagined my elevator pitch would be profound. I’d string together industry buzz words in a complex (yet elegant) way. The result? A perfect cohesion of syntax and vocabulary.
I’m a writer after all—right?
Honestly, I became so paralyzed by the idea of crafting the perfect pitch that I never really did. Instead every time some one asked me what I did, I’d fumble through an imprecise, wordy explanation.
Flash forward eight months, and my elevator pitch is pretty simple:
“I write. I edit. I plan events for people I like and events I like.”
If the person on the receiving end of this pitch asks for more detail, I elaborate with:
“I write and edit content for businesses, agencies, and editorial publications — like blog posts, websites, articles and more. And, if I really like you and your event, I’ll plan it.”
So, how did I get from illusions of grandeur to 25 words or less? I did the work.
At the beginning of the summer, Krysta Bea Jackson (owner of Sugar Love Chocolates) and I sat down for an extensive brainstorming sesh. She wanted to create an event series where she could nerd out about chocolate and build her business. Two burgers later at Brasserie Saint James, and the beginnings of Sugar Love University started to take shape.
Now, the idea is all reality. (Seriously, check out the course catalog. Better yet, sign up for a class).
It’s one of my favorite projects to work on because it encapsulates my developing ethos of planning events I enjoy for people I really like. It validates and develops my elevator pitch every day.
While creating a business (especially a business based in creative services), the idea of crafting the perfect elevator pitch is daunting and permanent. How can 30 seconds or less capture the essence of a new endeavor? Is that even enough time to do it (or you) justice?
It is—as long as you craft your elevator pitch based on action.
Think about what you love to do. The projects that bring you joy. The activities that keep you working long after a reasonable hour.
That’s the heart of your elevator pitch. When you do what you love for people you like there’s a sweet nexus of serendipity. That’s the place where success happens.
If you do the work you love, the pitch will come. And if you’re really lucky, it will involve chocolate.