109 - Laryssa and Liz Share Tips For Creating Your Jewelry Brand "Elevator Pitch"

Summary

Success With Jewelry Podcast Summary

Episode Title: Success With Jewelry
Episode Number: 109
Release Date: December 2, 2024
Hosts: Laryssa Wirstiuk and Liz Kantner
Topic: Creating Your Jewelry Brand "Elevator Pitch"

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Introduction

In Episode 109 of the Success With Jewelry podcast, hosts Laryssa Wirstiuk and Liz Kantner delve into the intricacies of crafting an effective elevator pitch for jewelry designers and entrepreneurs. Drawing from their combined 16 years of experience in jewelry marketing, Laryssa and Liz offer actionable insights and practical tips to help listeners articulate their brand's value succinctly and compellingly.

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Understanding the Elevator Pitch

The conversation begins with Laryssa and Liz emphasizing the foundational role an elevator pitch plays in business planning and networking.

• Laryssa (00:41): "We talked about, I believe last week we talked about planning. And I think part of having a plan is like, knowing your why, knowing your goals, but also a big piece of it is understanding your elevator pitch."

• Liz (01:02): "Having a very succinct way of talking about what you do and who you are."

An elevator pitch is defined as a 30-second to one-minute summary that encapsulates who you are, what you do, and what sets your business apart. It's designed to make a memorable impression in a brief interaction, much like a spontaneous conversation in an elevator.

• Laryssa (04:05): "It's kind of like a 30 second to one minute summary that describes who you are, what you do, and what sets your business apart."

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Challenges in Crafting an Elevator Pitch

Both hosts acknowledge the common struggles entrepreneurs face when formulating their pitches, particularly when they're not in frequent networking scenarios.

• Liz (02:28): "I'm, like, very confident sharing it with, like, jewelry industry people. But if I'm, like, at a party or something and someone asks me what I do, for some reason, I have trouble with it because I feel like it's so niche that people are like, wait, what are you talking about?"

• Laryssa (01:46): "I think I have to kind of say it a lot to people, and so I don't think about it as much. It just happens."

The hosts highlight that regular practice is essential to keep the elevator pitch sharp and natural, especially in diverse social settings.

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Crafting an Effective Elevator Pitch

Laryssa and Liz outline a structured approach to developing a compelling elevator pitch, broken down into key components:

1. Engaging Opening:

   • Start with a hook that grabs the listener's attention.
   • Laryssa (05:35): "Like, well, I create jewelry that is handcrafted using trash. I don't know, trash cans, but, like, you know, something that's, like, this is what I do, you know."

2. Core Message:

   • Clearly state what your brand is about, including products, values, and aesthetic.
   • Laryssa (06:56): "The more niche you are, the more clear you are about what you're really doing and, like, who you are. Like that that sticks in people's brains rather than, like, inspired by nature."

3. Unique Value Proposition:

   • Highlight what differentiates your jewelry or brand from others.
   • Liz (07:30): "What differentiates your jewelry or your brand? Or, like, how do you meet the needs of your target customer?"

4. Call to Action:

   • End with a next step, guiding the listener on how to engage further.
   • Laryssa (09:16): "Make sure that you have kind of a next step at the end of your pitch."

The hosts stress the importance of clarity and conciseness, ensuring that every part of the pitch serves a purpose in communicating the brand's essence.

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Practicing Your Elevator Pitch

Developing an elevator pitch is not just about writing it down but also about internalizing and delivering it confidently.

• Laryssa (02:44): "But you should practice that. Sometimes I tell people, like designers, especially if they're getting ready for like a trade show or something, to, like at the grocery store. I mean, jewelry, you have to be a little sensitive for security reasons. But, like, you know, talk to people, tell them about it."

• Liz (12:55): "It might, when you practice it, like, do it in front of a mirror until it just feels like second nature."

Key practices include:

• Role-Playing in Everyday Situations: Using casual settings like grocery stores or family gatherings to rehearse the pitch.
• Recording and Reviewing: Creating voice memos or video recordings to refine delivery.
• Seeking Feedback: Encouraging listeners to share their pitches for constructive critique.

Laryssa even proposes a community engagement activity, inviting listeners to send in videos of their pitches for feedback.

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Identifying Unique Selling Points

A standout elevator pitch hinges on identifying and articulating the brand's unique selling points (USPs).

• Liz (07:44): "That's the thing that most people struggle to figure out."

• Laryssa (12:00): "Identifying your brand's unique selling points. So, like, maybe sustainable materials or your designs are handcrafted in a specific, like, location, or you use specific materials that are really interesting or you have a really strong inspiration."

The hosts advise designers to revisit their business plans to uncover what makes their offerings unique, whether it's sustainable practices, distinctive materials, or a strong inspirational narrative.

• Laryssa (13:32): "Check in with that, like, core feeling of, like, why you're doing what you're doing."

They also caution against being overly general and encourage embracing niche markets to enhance brand distinctiveness.

• Laryssa (13:58): "If you're not sure what makes your brand unique, you might be trying to be kind of more so everything to everyone, or you might be trying to do something a little too general when you really could be leaning into a niche."

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Enhancing Your Marketing with Your Elevator Pitch

An effective elevator pitch extends beyond verbal introductions, influencing broader marketing strategies.

• Liz (11:15): "Using those points to rethink, like an About Us page or a brand story. Also, because what I see a lot is just about us. That reads like a cover letter for, like, a job application or like, something like that. That's so boring."

By refining the elevator pitch, entrepreneurs can enhance various aspects of their marketing, including website content, social media presence, and email communications, ensuring consistency and clarity across all platforms.

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Conclusion and Call to Action

As the episode wraps up, Laryssa and Liz reiterate the importance of a well-crafted elevator pitch in fostering meaningful connections and driving business success.

• Laryssa (14:25): "All right, listeners, do you have an elevator pitch? Let us know. Visit successwithjewelry.com. And if you love the podcast, we'd love to hear from you. Send us a message or leave us a review. Thanks for being a part of our community."

Listeners are encouraged to apply the discussed strategies, practice their pitches, and engage with the hosts for further support and community building.

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Key Takeaways:

1. Importance of an Elevator Pitch: A concise summary that effectively communicates your brand's identity and value proposition.
2. Structured Approach: Begin with a hook, present your core message, highlight unique selling points, and conclude with a call to action.
3. Practice is Essential: Regularly rehearse your pitch in various settings to ensure smooth and natural delivery.
4. Identify and Embrace Uniqueness: Clearly articulate what sets your jewelry brand apart to leave a lasting impression.
5. Integrate into Marketing: Utilize your elevator pitch to enhance broader marketing efforts, ensuring consistency across all channels.

By following these guidelines, jewelry designers and entrepreneurs can create compelling elevator pitches that not only introduce their brands effectively but also open doors to new opportunities and partnerships.

Transcript

[A]

Welcome to the Success with Jewelry podcast where we invite you inside our conversations about business success and marketing for jewelry designers and entrepreneurs.

[B]

We're Larissa and Liz, jewelry marketing experts with a combined 16 years of experience in jewelry marketing and proven track records and helping jewelry brands meet their goals. When you listen to or watch this podcast, you get an intimate and exclusive peek behind the curtain of all the things you wish you could know about earning success in this industry.

[A]

Welcome to episode 109. Today we will be discussing creating an elevator pitch. Stick around for the bonus content where we'll share details about personalizing and practicing your pitch. Hey, Larissa, let's get into it.

[B]

Let's talk about it.

[A]

Let's talk about it. We talked about, I believe last week we talked about planning. And I think part of having a plan is like, knowing your why, knowing your goals, but also a big piece of it is understanding your elevator pitch.

[B]

Yes. Having a very succinct way of talking about what you do and who you are.

[A]

You have a really good elevator pitch.

[B]

Thank you. Now I'm like, if you had me say it, I'd probably stumble on it and be all like, I don't know.

[A]

Yeah, I. I remember yours being good because we did an episode where we were, like, reintroducing ourselves, and yours was just so good. And also when we've done other podcasts together and you, like, come in with, like, a strong elevator pitch, and mine is. I think mine's okay, but I think that I'm out of practice. Like, the more I am out and about and the more I'm, like, you know, doing, like, sales calls or, you know, discovery calls or things like that, the better I am at it. But I haven't been doing as much of that recently.

[B]

That's so true. I think I have to kind of say it a lot to people, and so I don't think about it as much. It just happens.

[A]

I used to. And, you know, like, kind of. I used to be out and about more just in general. Like, even when I'd be out in Asheville and things like that, like sharing my elevator pitch.

[B]

Who am I?

[A]

What do I do? Things like that. And I just don't go out as much.

[B]

You know, I'm, like, very confident sharing it with, like, jewelry industry people. But if I'm, like, at a party or something and someone asks me what I do, for some reason, I have trouble with it because I feel like it's so niche that people are like, wait, what are you talking about?

[A]

I go to a Lot of playgrounds. And sometimes. I mean, sometimes I do my elevator pitch on the playground. It does feel weird when people are like, oh, what do you do? I'm like, I'm a mom. No, but what do you do? Oh, here. Here's my elevator pitch, you know.

[B]

Right, right.

[A]

But you should practice that. Sometimes I tell people, like designers, especially if they're getting ready for like a trade show or something, to, like at the grocery store. I mean, jewelry, you have to be a little sensitive for security reasons. But, like, you know, talk to people, tell them about it. Like practice at Thanksgiving dinner, things like that. Because it does. The more you do it, the easier it is.

[B]

That's such a good point. Yeah. My husband works in entertainment, so a lot of the things we do, like his friends and stuff, like when you do something not in entertainment, people are like, what? What? What do you do?

[A]

That's funny. It's kind of like. It's kind of like in Asheville, like, if you aren't an artist or a maker, it's kind of like, oh, okay, right.

[B]

Or like in New York, if you don't work in finance, people are like, what? Total advertising.

[A]

But so what is an elevator pitch? If you're wondering, I mean, we've made it this far into this episode, and you might be like, what is an elevator pitch? An elevator pitch is kind of like a 30 second to one minute summary that describes who you are, what you do, and what sets your business apart. And the kind of idea is that, like, if you were to get in an elevator with somebody and they were like, you know, what do you do? You would be able to tell them before you get off the elevator.

[B]

I would love for this to actually happen. Like, you're under pressure, you're in an elevator, Someone says, what do you do? And you have to figure it out before you get to, like, the 14th floor.

[A]

Oh, my gosh. That's like a, like a mini episode of Shark Tank kind of thing. Yeah, that would be interesting. But yeah, you want to be super clear and concise. And a lot of times, like, you know, it's not just like in person when you're talking, but I had a designer message me that they, like, applied to this program. And they were in their, like, interview, their zoom interview. And the first question was like, well, what's your elevator pitch? Or like, tell us about your brand. It's kind of a response to that. And she wrote to me and she was like, I just feel like I fumbled my way through that because I just wasn't Clear on it or I hadn't practiced it.

[B]

You got to be ready to say it at any moment.

[A]

Yep. At networking events, trade shows, meeting potential clients in professional settings. But, like, again, practicing it out and about in the world, I think is really great, too. And having, like, a strong elevator pitch will lead to future conversations. It'll lead to building relationships. It'll take you further rather than somebody just being like, oh, okay, and walking away.

[B]

It's also just such a good internal exercise for yourself to get clarity. Like, even if you never actually used it in the world, you kind of have to do it to know yourself, what you're doing.

[A]

Right. And it could help you with, like, writing emails or, like, figuring out your social media content. Like, it could help lead to a lot of. A lot more clarity in your business and your marketing. But so some key elements of the pitch is, like, first off, beginning with, like, something engaging or relatable to kind of grab the listener's attention. Like, well, I create jewelry that is handcrafted using trash. I don't know, trash cans, but, like, you know, something that's, like, this is what I do, you know, like, straightforward, clear. Like, not just, like, oh, I'm a jewelry designer. Like, I create jewelry that is meant to be impactful or, you know, something that's kind of a bit stronger than.

[B]

Just, like, piques their curiosity too. Because, you know, some people, they just will cut you off and they won't let you keep talking. But if you can, like, stop them in their tracks, you have a better chance of, like, being able to say more.

[A]

Yeah, And I think that, like, we've talked about this before, but, like, the more niche you are, the more, like, clear you are about what you're really doing and, like, who you are. Like that that sticks in people's brains rather than, like, inspired by nature. Like, I'm inspired by the. The Blue Ridge Parkway or something like that. Something super specific and unique stands out more to people.

[B]

Definitely. Yeah.

[A]

But then after you kind of have that opening line that's more of a hook, you have your core message that clearly states what your brand is about. Your products, your values, your aesthetic, and. And keep kind of honing in or, like, sharing more about what makes you unique.

[B]

Mm.

[A]

And then really, like, a value proposition. Like, what differentiates your jewelry or your brand? Or, like, how do you meet the needs of your target customer? Like, what makes you stand out from all the other jewelry brands?

[B]

I think that's such an important aspect of this and any element of your story. You're about that is not often included because that's the thing that most people struggle to figure out.

[A]

It's interesting. And I'm sure you feel this way too, Larissa. But, like, when I talk to designers, like, and I'm hearing their story and, like, we talk, you know, we're having a conversation, I can tell what's different about their brand. But, like, usually, like, when they first come in, unless I'm, like, diving into their website or, like, looking at their Instagram or, like, having an extended conversation with them, they. They just don't know or they aren't sure. Like, oh, well, I just make jewelry. You know, nothing. Not. Nothing really unique about it, but I'm like, oh, but, like, you just told me this about your story, and that's interesting and that's very unique.

[B]

Yes. Sometimes you need someone else to help pull that out of you, to help you recognize what the unique things are. Because if you're telling people, like, if what you just said, if you're going around telling people there's nothing special and you just make jewelry, what. Why would you expect anyone to care? You're telling them not to care.

[A]

It does take practice and mindset, though, and I. I think that we've touched on this in recent episodes. But, like, you know, when you're feeling kind of down about what you're doing or, like, it's hard out there in the world and, like, because I've kind of been in this state where it's just like, oh, yeah, I. I do digital marketing. Like, you know, like, that's what I do or whatever, maybe I could help. We could talk about it. Like, that is not selling you on working with me. You know what I mean? And, like, you need to think about it and come at it from this direction of, like, I'm just talking to this woman at the grocery store. I want them to want to buy my work or want to go to my website or want to find out more.

[B]

Yes. Such a good point.

[A]

Yeah. And I think that another really important piece of the elevator pitch and all marketing, all of your marketing should have a call to action always and forever. Every single piece of marketing. So even an elevator pitch. And it's like, kind of, what is the next step? Like, oh, hey, like, you know, I'd also. I'd love for you to check out my website. I just redesigned it, and it will show you, like, all of the pieces and what inspired them and how to style them or, you know, I'd love to, like, you know, have coffee with you sometime Or I'd love to connect on social media so we can keep chatting. Make sure that you have kind of a next step at the end of your pitch.

[B]

Yeah, I think back in the day when people had business cards more, it would be like, hey, here's my card.

[A]

Like, reach out, whatever.

[B]

I don't know, maybe this is before the Internet even, but that was kind of the next step. But now it's like, oh, take out your phone. I'll show you, like, my Instagram account. If you want, you can follow me or something like that.

[A]

Yeah, I think people do sometimes still do business cards. I don't know. I just ordered a bunch before going to New York the last time I went, and I didn't use any of them, so maybe they aren't. But you should always try to grab the other person's business card so that then they become a lead. Or you could reach out to them more control over.

[B]

You know, not everyone has business cards, but.

[A]

Yeah, how can I follow you?

[B]

Yeah.

[A]

Yeah, how can we stay connected? Love it. Okay, so crafting your pitch, which, you know, I wish I could give out homework on this podcast, like, everyone, craft your pitch and then send us a video of you doing an elevator pitch. I don't know if anybody sends us that. I would be so thrilled.

[B]

We won't share it publicly, we promise, unless you. You give us permission to do so.

[A]

But yeah, that would be great if people, like, actually took this episode and crafted a pitch and sent it to us. I would love that so much.

[B]

Yeah. I think also, like, so many of the things you said for that effective elevator pitch, using those points to rethink, like an About Us page or a brand story. Also, because what I see a lot is just about us. That reads like a cover letter for, like, a job application or like, something like that. That's so boring. I don't know. I know.

[A]

Here's where I went to college.

[B]

Yeah. I studied under so and so for 10 years. And it's like, I guess if you're in the jewelry industry, maybe that would mean something to you, but for the consumer, they don't really care about that.

[A]

Right. So, yeah, this step by step process to craft your pitch, like, I mean, this is something that you can use in a lot of areas of your marketing, but, like, first and foremost is identifying your brand's unique selling points. So, like, maybe sustainable materials or your designs are handcrafted in a specific, like, location, or you use specific materials that are really interesting or you have a really strong inspiration. So identifying that and writing it down. And then from there, write a simple, straightforward explanation of what you do and who you serve. And then from there, just kind of refine it. Make sure it's super clear and concise. Practice with people. Then practice saying it. You know, just saying it in general. Maybe do a voice memo. You want it to feel genuine, and you want to practice enough that it just becomes a part of you so that you just say it and it doesn't feel like something like you're reading off of a script.

[B]

It might, when you practice it, like, do it in front of a mirror until it just feels like second nature.

[A]

Yeah. So practice. Practice your pitch. Create a pitch. Sorry, I didn't know where to go from there. I lost. I lost my trade.

[B]

But the thing is, too, when you're talking about, like, unique selling points, if this is something that, like, you're really struggling to come up with, you may want to go back to your business plan. Like, you need to be unique. So how can you make things more unique?

[A]

Yeah. And check in with your.

[B]

Why.

[A]

Like, check in with that, like, core feeling of, like, why you're doing what you're doing. I find that to be helpful. And also, like, if you're not sure what makes your brand unique, you might be trying to be kind of more so everything to everyone, or you might be trying to do something little too general when you really could be leaning into a niche. Yes. And. And don't be afraid to do that. I think that what's standing out to me, because there is. I mean, it is a saturated market. There's a lot of jewelry designers out there. What always stands out to me is somebody who has a really strong vision, like, not just with jewelry, with, like, all art out there or, like, all products or all businesses, like, any. Anything or anyone with a strong point of view is something that stands out to me. So don't be afraid of that.

[B]

Yeah.

[A]

All right, listeners, do you have an elevator pitch? Let us know. Visit successwithjewelry. Com. And if you love the podcast, we'd love to hear from you. Send us a message or leave us a review. Thanks for being a part of our community.