Does your copy grab your audience’s attention and keep them reading? Try punching it up by treating it like the elevator pitch you may be using to attract new clients.

You know the elevator pitch: a concise summary of what you do and how your skills can serve the listener’s needs.

It’s called an elevator pitch because it should take no longer than the time required to travel a floor or two. (I don’t base mine on the elevator in my condo, which is slow enough for a War and Peace-length pitch.)

It can be delivered anywhere: at a networking event, in an office, anywhere you’re having a business conversation.

It’s short but informative, it’s all about the listener and their needs and it shouldn’t waste their time — just like your writing.

Here's how to write elevator-pitch-perfect:

Introduce yourself

Grab attention with a catchy headline, something to make them stop mid-scroll. Make it short and punchy, a clear promise of what your story offers.

Get to the point of your story

Keep it high-level, saying just enough to keep the reader with you. Resist the temptation to write long, elaborate introductions designed to impress rather than inform.

Edit, edit, edit — and edit some more

Write it, walk away and come back with a fresh eye. Cut the flab and narrow it to the most essential information.

Finish with a call to action

Direct them to the “Buy Now” button on your website. Give them your phone number for more information or a download link for your e-book. Tell them how to sign up for your next seminar.

Above all:

Tailor the pitch to them, not you. 

Your readers don't want to know how great you are; they want to see you understand their needs and have some solid ways to serve them.

Hi — my name is Kate McClare. I’m an experienced copy writer who can help your company or organization tell your story to engage existing customers and attract new ones. Contact me at [email protected] for more information on how we can work together.