How to tell your company's story in 30 seconds

by Sarah Quinn on 23 July 2013

Telling the story of your company should be easy for you, it is your company after all so I would imagine you know it inside out. But, what if I were to ask you to sum up what you do in just 30 seconds? That’s right 30 seconds.

Could you deliver all of the benefits and features that your company will offer the intended audience, plus the entire history of why you began in such a short amount of time? If you think this sounds like mission impossible, think again…

The 30-second pitch

The 30-second pitch, otherwise known as ‘The Elevator Pitch’ first came about as a way of being able to sell yourself to a complete stranger in an elevator. To be able to deliver a perfect pitch of everything that you do in the time that it takes an elevator to go from the 20th floor to the bottom. So roughly about 30 – 60 seconds. Are you up for the challenge?

Here are my top tips on how to help tell your story effectively in just 30 seconds…

1. Don’t bore your audience

Keep it simple, unforgettable and always leave your audience wanting more.

Unfortunately, people tend to stop listening to what a person has to say after about 30 seconds, so making it short and snappy is the number one rule. Don’t bore your audience with unnecessary details because they will lose interest fast and make sure your last point the most memorable.

Your audience will have made their mind up if they like you within about 20 seconds so take out any business jargon and technical words and don’t be afraid to let your personality shine through. People will respond much better to someone who sounds human rather than a corporate selling machine! It may help to sum up what you do as a tweet, so you cannot go over 140 characters.

Remember, it’s important to not get lost in silly details and make sure you convey the very best facts!

2. Make it about them not YOU!

Create a problem to which your company is the solution

As much as we probably don’t like to admit it, we all tend to be a little bit self-involved so it’s important to remember this when telling your story. Although it may not make much sense, considering you are trying to tell them about your company, talking about yourself is one sure way to lose interest fast.

To win the audience attention, you need to be able to let them know what they will gain from you. This is the perfect chance to talk about the benefits of your company and how they will help you. Try and paint a picture of a problem that they may face in their life and how your business can help to solve it.

3. What is your USP?

Think outside the box and find out what the current market is missing

30 seconds certainly isn’t long enough for you to talk about every single benefit so you need to concentrate on your unique selling point. Think about what it is that separates you from the crowd. It may help to take a look at your competitors and see what they are doing. Then find something that’s missing and there you have it, something that makes you unique.

If you are finding it difficult to pin point just one then write a list of all the points you think are unique and discard of all of them apart from the top one. If you chose to write it first it is more than likely going to be the best feature about your company. If you still aren’t quite sure, put it out to your employees for a vote. It can be hard to choose when you’ve got your rose tinted glasses on.

4. Tailor to each audience

Remember to thoroughly research your target market

Before you create your 30-second pitch, make sure you do some market research. You need to learn how to be adaptable when telling your story. Don’t just settle for the same pitch every time because everyone is different so it’s important to think about each audience and their priorities. After all, you wouldn’t use the same pitch to a student in college as you would for a business executive now would you?

5. Gain their trust

An estimated 61% of online shoppers read reviews before making a decision to buy (e-seller)

Although you don’t want to over-do relaying statistics in your story, gaining trust is crucial in winning over the audience so you need to prove that you are a true expert in what you do. Reviews count for everything, so by asking your current customers for feedback you can not only learn about what people want, but also show potential customers that you can be trusted because people just like them have endorsed you. When telling your story, it may help to draw on statistics from customer reviews.

6. Tell a story that relates to your audience

Telling a story will keep your audience engaged more so than if you were to just stand there and offer a bunch of facts. You could create a story with a video to show them who you are and what you’re about as this is the perfect way to capture their attention, particularly if they can relate to the person in your story. If you have any ethical reasons as to why you started your company then use that as the premise of your story.

Take Joe for example. Joe was tired of being ripped off when selling his stuff online so he decided to set up a company that wouldn’t take such a huge cut from the final sale.

This shows that Joe has been in the same boat as his intended audience meaning they can relate to him. And as he decided to tackle the greed of huge corporations, this makes Joe a likeable guy as he is just trying to help out the everyday guy.

Telling a real-life story with a video is a memorable way to make your business stand out.

Want to create a video?

At Wyzowl we create short explainer videos that help you tell people about your product or service. Check us out at and see if one of our videos might be right for you!

Content Marketing

Sarah Quinn

Written by Sarah Quinn

I eat, sleep and breathe great content so it kinda works out for me that I get to do this as a job. But waaaaait, I'm not one dimensional..... I also LOVE peanut butter, odd socks, running, daydreaming about time and space, corgis in top hats, afternoon tea and Chandler Bing.