Last week, we talked about a 4 word pitch and how it can be an amazing tool for your startup!

A bite-sized phrase about your company is WAY easier for people to:

• remember
• share with others
• understand in a split second
• promote on your behalf

Seems “easy” in theory but how do you actually figure out the best 4 words?

Here are 6 strategies plus *5 REAL WORLD EXAMPLES* to help you dial in your perfect, bite-sized pitch!

6 Ways To Find Your 4 Words

1. Use AI.

Technology is a good place to start. 😁 Explain what you do and see what ChatGPT or Bard comes up with. Include prompts like, “Explain it to a child” to get simple, not jargon-y language.

2. Ask people to explain what you do in 4 words.

Pick a variety of people. Sometimes people who don’t know your business are better at this. Definitely ask people who are concise and good at word-smithing or simplifying.

3. Eliminate words from your current elevator pitch.

Write down your several sentence pitch. Start crossing out words. See what’s left. Does it make sense? Can you take away more? Substitute a word?

4. Make a list of words that describe what you do.

Mix and match. See what clicks and fits best.

5. Read Language Market Fit.

Follow the activities and process they recommend.

6. Attend Pitch Practice.

My amazing colleague, Jacey Cadet, VP of Marketing & Community, hosts *free* Pitch Practice every week at the Atlanta Tech Village.

Start on your own then attend Pitch Practice for expert feedback!

Can I be “BigCompany for <my market>?”

Saying we’re “Uber for x” can sometimes work — if the reference company is big enough and your analogy is clear.

But I’d encourage you to be “ride share for x” or “a marketplace for y” over using someone else’s company.

Large companies often have multiple business lines and revenue models so it’s not clear what part of that you’re mimicking (are you Uber ride share or Uber eats???).

Analogy companies can also hit rough patches. There were times when being “WeWork for…” or “Uber for…” would be a detractor.

Also, unless it’s a really really big company, you run the risk of referencing an unknown company. You’d be surprised how many multi-billion dollar companies are niche or obscure even to other business people.

Most importantly though, using your own words and descriptions shows you can stand alone in your clarity, vision, and focus!

What If It’s 5 Words?

Short and easy to remember! I will give you 5. Even up to 7.

You can go as low as 2 or 3.

But it has to be CLEAR and CONCISE. Think: a short phrase.

You can always add MORE detail to a short blurb. But you can’t unwind a too-long explanation.

Awesome 4 Word Pitches

Looking for examples or inspiration? Here are companies that I can describe without checking their website — my litmus test 😉

Infinite Giving - Modern Investing for Nonprofits

Greenzie - Software for Robotic Lawnmowers

Intown Golf Club - Social Club for Golfers

Prismm - Digital Vault for End-of-Life

Laine London - Wedding Dress Rental

Remember — people won’t remember the details. But they will remember how you made them feel.

Like, confused. By a long pitch. 😂

They will also remember 4 easy words that describe your company!

So nail down that simple phrase and let word-of-mouth unleash it’s magic!  

What’s the best bite-sized pitch you’ve heard? What company descriptions can you remember off the top of your head??