The Session is a monthly event for the beer blogging community, started by Stan Hieronymus of the Appellation Beer blog. This is how it works: on the first Friday of each month, beer bloggers write about a predetermined topic. A different blog is chosen to host each round of The Session. The host blog selects a topic, and then posts a roundup of all the responses received. For all you need to know about this beer blogging concept, including the upcoming topics, check out the Brookston Beer Bulletin’s blog page about The Session.
Next up, it’s my turn…
What: The Session, Beer Blogging Friday, No. 78
When: Friday 2nd August, 2013
Host: James Davidson of Beer Bar Band
Topic: Your elevator pitch for beer.
Blogging is indulgent. Most of us do it for free and in our own time, with very limited resources and publishing skills. We do it because we are passionate about our blog’s topic, and that leaves us with few boundaries for our posts.
The publishing boundary that I commonly smash with disregard is over-writing. Yes, I’m a chronic over-writer, even though I write for a living and hence I should know so much better. For that reason, I am setting myself and all interested beer bloggers a challenge for the next round of The Session.
What better way to test our writing skills and remind ourselves of why we do this than to post your elevator pitch for beer.
“Elevator pitch” is a term used by marketers, sales people, film/tv makers and the like. It’s the delivery of a short but powerful summary that will sell their idea or concept to the listener in one swift hit.
Here’s the scenario:
You walk into an elevator and hit the button for your destination level. Already in the elevator is someone holding a beer…and it’s a beer that annoys you because, in your view, it represents all that is bad with the current state of beer.
You can’t help but say something, so you confront your lift passenger with the reason why their beer choice is bad.
30 seconds is all you have to sell your pitch for better beer, before the lift reaches the destination floor. There’s no time, space or words to waste. You must capture and persuade the person’s attention as quickly as possible. When that person walks out of the elevator, you want them to be convinced that you have the right angle on how to make a better beer world.
Here’s the rules:
- In less than 250 words or 30 seconds of multimedia content, write/record/create your elevator pitch for beer in which you argue you case, hoping to covert the listener to your beer cause.
- Blog/publish it online on Friday 2nd August, 2013.
- When your contribution has been posted, leave a comment here with a link to your post. Alternatively, email, tweet or facebook me with a link to your post.
The topic is essentially open. It is whatever you feel passionately about when it comes to the misgivings of beer in today’s market and/or culture.
What is the argument/topic that you believe will best advance a better beer world? You may just want to argue for craft beer over mass-produced bland lagers. Maybe you actually want to end the need to define “craft beer”. Maybe it’s that the way gender is used or represented when it comes to beer, such as attempts to push “girly styles”. Maybe you believe brands like Carling, Samuel Adams or James Squire should be in everyone’s beer fridge. You may be an purist for the cause of CAMRA, or you may want to argue against CAMRA. Maybe you think the outrageous ingredients and hybrid styles of extreme brewing are hurting beer today, or maybe there needs to be more delicious high alcohol triple barrel aged palate wreckers…?
Maybe the person in the elevator with you isn’t even holding beer, but instead they have some sugary pre-mix lolly-like alcoholic drink, and you want to convince them that drinking beer is a much better option. Even worse…maybe that person is holding a “low-carb” beer!
Maybe you think everything about beer is actually just fine. So argue your case for that.
And that’s the other reason why I have set this challenge is to help refocus my own argument for beer. The more I have learned about brewing, the beer industry and business, and the history of beer, the harder I have found it to define a strong argument for my own (Australian-centric) beer position statement of: drink “craft” beer instead of soulless mass produced adjunct lagers.
This is an exercise in words. I hope that this can be the easiest and hardest contribution that you have ever made to the beer conversation.
The easiest, because it’s a mere 250 words or 30 seconds. The hardest, because it requires every word to be important, meaningful, useful and powerful. There’s no room for footnotes, caveats or rebuttal.
(Update: just to clarify – yes, your full post can be longer than 250 words to allow for the standard introduction about The Session, and/or include additional text to set the scene, define the context or discuss the concept of how to tackle an elevator pitch for beer in general. The most important part will be to clarify where your actual elevator pitch starts and ends, such as by using specific formatting to visually separate the pitch from any other context text. All in all, the shorter the better.)
How persuasive and passionate about beer can you be in the shorted space possible? I can’t wait to see the results!