Does Every Business Need a Pitch? Can AI Write It for You?

Pitch, Elevator Speech, and Brand Story: The Quest for Authenticity in an Age of Automated Content

Crafting a precise and effective pitch is a crucial marketing task. Whether it’s used in the "About" section of a website, on digital profiles, in networking meetings, or as part of a sales funnel, the pitch serves as the foundation of how a brand communicates its value. The question I want to explore today is this: can AI tools create the perfect pitch for us—or even replace us in writing it?

Pitch, Elevator Speech, and Brand Story: Are They the Same Thing?

A pitch is a short and effective summary that conveys a business’s or brand’s value clearly and concisely. This is especially critical for small to medium-sized businesses or lesser-known brands. In just a few sentences or moments, you need to communicate what your business does, its products, and the added value it provides compared to competitors.

An elevator speech, often considered synonymous, is actually a condensed version of a pitch. To illustrate this, I’ve developed the "Floor Theory," based on my experience working with diverse clients over hundreds of hours. Imagine you live on the 9th floor of a building. On your way down in the elevator, a neighbor enters on the 8th floor with their dog. You have just eight floors to explain your business in a way that leaves an impression by the time you part ways in the lobby.

If someone enters on the 5th floor, you only have five floors to present your message. For someone from the 1st floor, you’ll have just a couple of minutes. This is why the first paragraph of an elevator speech should be functional and concise: who you are, what you do, and what you offer (enough for one floor). The second paragraph can serve those on higher floors by describing the unique value of your products or services. The third paragraph might highlight strengths such as experience, education, or relevant accolades. For those in the "penthouse," you could add a paragraph about current opportunities in your industry to pique their interest. The goal is to leave everyone with the most important details, even in a brief encounter.

A brand story, on the other hand, is usually more detailed and emotional. It delves into the brand's experiences, vision, and inspiration, creating a deeper connection.

Is a SWOT Analysis Necessary for Writing a Pitch?

Before writing a pitch, it’s important to perform a strategic marketing analysis using SWOT (Strengths, Weaknesses, Opportunities, Threats). Strengths and opportunities should be clearly emphasized in the pitch, while weaknesses and threats should be downplayed. While strengths and weaknesses are more personal and can be discovered through feedback from clients or consultants, opportunities and threats are market-driven, shaped by competition, regulations, and trends. For these, AI tools can be incredibly helpful.

How Can AI Tools Help and What Can’t They Do?

AI tools like ChatGPT and Perplexity can assist with research, gathering insights, and analyzing market opportunities and threats. Jasper and Copy.ai focus more on writing and crafting content, including SEO optimized phrases, while Grammarly helps refine language, eliminate duplications, and correct errors.

However, AI tools cannot fully capture a brand’s personal strengths as well as a human consultant can. Studies show that 40% of users who rely on AI tools for marketing content found the results to be homogenized and diluted, lacking the brand’s unique identity.

Should You Cross-Check Pitches with Multiple AI Tools?

Cross-referencing pitches with different AI tools (e.g., reviewing content written by one tool with another) can refine the message and provide fresh perspectives. However, it can also create an endless loop of revisions, leading to confusion and losing the pitch’s original tone. Overusing multiple tools may compromise the pitch’s authenticity and unique voice.

The Authenticity Dilemma

Here’s a thought: if we train AI tools to write pitches, will they produce similar results for similar businesses? If so, the pitch risks losing its purpose to highlight the brand’s uniqueness in a competitive landscape. Recent research shows that AI-generated content can be 30%-35% similar to that of competitors within the same industry.

AI tools are undoubtedly useful aids in writing pitches, but they are not a replacement for human creativity. Maintaining the right balance is crucial. Using technology without losing a brand’s authentic voice and stopping before entering a cycle of endless tweaks is key. Ultimately, blending human intelligence with AI capabilities is the optimal way to create a pitch that is both original and effective an essential tool for any business.

• Sources for the numerical data mentioned in the article: Emerald Insight, Deloitte Digital's research.