Your Video Elevator Pitch

It’s been a couple of months since I inadvertently coined the term ‘twelevator pitch’ in a comment on Brian Eisenberg’s blog. It’s the Twitter generation’s version of the elevator pitch. The idea is that every company should be able to explain what they do in a 140 character tweet.

Since then I’ve been think more about the idea and trying to define some rules for brevity and precision not just in 140 characters but in translating that pitch into an effective homepage video.

The added ingredient here is that a video on your homepage should serve a role beyond pure exposition. A homepage video is a key part of driving visitors to your conversion goal whether that goal is to capture an email address or to download a piece of installation software.

How do you build the perfect homepage video? It’s a combination of your elevator pitch, your company’s visual style and a clear call to action all delivered in around 70 seconds.

In other words:

• Say the right thing
• Show the right thing
• Ask for the right thing
• Get out in around a minute

I think this video that we made for TradeSmarter is a great example. The script clearly describes the purpose of the site while the visuals establish a tone that is fun, professional and welcoming. The call to action is delivered at the end with viewers encouraged to register on the site and the whole thing comes in under 65 seconds.

I'd love to get your suggestions for the most successful homepage videos that you've seen.