You’re in an elevator with a very important company executive, and you’re about make a proposal on which the fate of your business rests. The official seems to be in a hurry and, to make matters worse, he’s getting off on the next floor. How would you explain your ideas in such a short period of time? If you think about it, this question is also quite valid if you’re sending emails to contacts you acquired from an executive list provider. It’s the same set of persons and the same pressure.
An effective ‘elevator pitch’ is a good approach in organizing and presenting your ideas and proposals to important an audience, like decision makers. But, quite apart from what the phrase implies, a good elevator pitch has a broader range of applicability including email marketing. The elevator pitch helps you deliver your message to recipients more effectively and efficiently. It works best with contacts who are not yet part of your official subscriber list. Here are a few guidelines on how you can apply this method.
1. Be very brief. Think about the time between floors when you’re in an elevator in terms of the few moments your readers spend skimming through your message. That’s only a few seconds. So, make sure to include only the important information in your message body. Use short sentences and avoid wordiness at all times. You should also improve the readability (use boldface, italics, bullets, etc.) so that your executive list contacts can easily locate information.
2. Capture their attention. You only have around 3 to 7 seconds to grab your readers’ attention and interest. With emails, your subject line plays the role of delivering the needed hook to keep your readers reading on. Your subject line should convey a powerful thought, a benefit statement, or written in question form. Beyond your subject line, your next chance to attract your executive list contacts is your opening line.
3. Brand your pitch and pitch your brand. Focus on highlighting your brand and your position instead of delving too much on the items or ideas you’re looking to promote. You’re practically just a stranger to contacts in your executive list and so, the most appropriate thing to do is to introduce yourself and your brand. Your readers should get a clear idea of what you represent as well as where you’ve been in terms of accomplishments. But, once again, it’s important to be very concise.
4. Don’t forget the call to action. It’s very easy to get preoccupied with pitching supporting details and information that we actually overlook the pitch itself. Whatever action you want your readers to take, it should be indicated clearly in your message. If you want your executive list contacts to visit your website or subscribe to your newsletters, this should be written down in no uncertain terms.
5. Test your pitch. After you come up with your elevator pitch, it’s a good idea to run a quick test to see if it’s really effective. To do this, you can send a prototype to a small sample from your Malaysia executive list, for example. Monitor your recipients’ response or feedback, if any. Check other metrics such as open and click-through rates then look at how many of them took your call to action. Modify your elevator pitch according to your results.