I’ve just been reviewing my elevator pitch. I think this about says it all:
“I write copy that enables Web sites to gain higher positions on the search engines.”
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Does exactly what it says on the tin.
What process led you that pitch? Were there any other candidates?
I should write one of those, if only to focus my own mind on how I market myself. I thought they were allowed to be a little bit longer than that? I’m sure I would manage to get more than one sentence out as I stood in the hypothetical lift with the CEO of BigCorp.
The other candidates revolved around writing copy that achieves a balance between the needs of search engines and human site visitors.
The longer versions were rejected for exactly that reason – this short and to the point elevator pitch is just so succinct and powerful that I don’t think it needs any more. Remember that an elevator pitch is just a door opener to a longer and more in-depth conversation.
So, to answer your question about process, this is one of the primary processes of writing – that of chipping away at the material until all the extraneous matter is eliminated (but not at the expense of meaning and communication).