I recently read on Seth Godin’s blog that an elevator pitch shouldn’t be a condensed version of your value proposition and you are not actually going to sell somebody something (although I am sure it’s been done). As Seth states in the post ‘the purpose of an elevator pitch is to describe a situation or solution so compelling that the person you’re with wants to hear more even after the elevator ride is over.’
I would take this one step further to say that the order of your words matters just as much or perhaps more so than the point of your story.
When you are writing content to describe a situation or solution as you would in an elevator pitch, you must consider the fact that you may not finish you story. It becomes imperative that the first thing you say or first point you make should be your strongest argument.
It should be the strongest benefit derived from your solution. The strongest feature that the person can take advantage of. The strongest differentiator between you and all your competitors.
Once you have said this and still have their attention, consider what is your next strongest point and tell them that. Then the next strongest Etc. Etc.
Avoid making a laundry list of features and benefits of your products and services and simply putting them to paper. Give them an order of importance. Fact is, most people won’t ever get to the end of an elevator ride and you sure don’t want your strongest point being made after they got off.
*This applies to everything. Your website copy. Your pitch deck. Your datasheets.