The Importance of the Artist’s Elevator Pitch

The Disaster

One evening, I was at an art event where visual artists were able to share their work with a prominent art gallery owner and dealer who had discovered some very important American artists. Let’s call her Fran. The event was orchestrated by one of my Catalyst students who was developing a relationship with Fran. My student had graciously invited some of her most talented friends to present their work and share who they were and what their art was about. In essence, the artists were instructed to show a piece of their art and give their “elevator pitch”.
Well let’s just say, for most, this was a disaster. Only two artists stood out. And only one was completely prepared. Does this shock you? It shocked me. Artists dream to have an audience with Fran. She discovered many important artists and one in particular is so famous he founded a specific style of modern art. Fran was a big deal.

My Catalyst student had prepared the whole night, generously trying to support and help her other artist friends. She had told them to prepare and how the night would go, but alas most of these folks did what I see all the time. They didn’t prepare. No elevator speech written down or even thought through. Some came with paintings that weren’t even finished. And many embarked on an apology tour- apologizing for their work, it not being finished, or apologizing for themselves. It was painful to watch. But like I said two artists stood out. And I’m proud to say they were my two Catalyst students.

Now I was tasked with bringing the honored guest, Fran, to the event. I was developing a relationship with her for the sake of my catalyst students and I have to say she was a firecracker of a lady. She instantly told you what she thought even if it was offensive. She was older and filterless. But she knew great art and talented artists in a flash of a millisecond. She had incredible taste and knew the art market backward and forward. Fran had a fascinating life and was generous to share her advice and stories. I ushered her around and sat next to her that night at dinner and during the artists’ presentations, and it was an education I will never forget.

My Education

While each artist got up to give their elevator pitch and show their art, she gave me an unfiltered appraisal of each artist. I was so thankful only I heard what she said. She was Brutally honest, emphasis on the word brutally.

She told me one artist’s work was terrible, another was good but can’t explain anything, so not ready for an audience, the apology tour many were on drove her insane and she didn’t even consider them or their work. Another artist rambled so long I thought Fran was going to scream. In fact she turned to me and said “that gal is super talented but has no idea when to just shut up and stop talking. I’m going to speak to her after the presentations and just tell her to shut up”. Wow. I told you she had no filter. But even though most bombed in this opportunity– my two Catalyst students were superstars.

One of my students was so properly prepared she got to the venue early, put a business card at each place setting along with a couple picture postcards of her latest collection. When she presented, she had a brilliant, succinct elevator pitch of herself and her work. The piece she brought was finished and exceptional. It was thrilling to watch her command the room and blow everyone else away, including Fran. As I sat next to her and listened to her thoughts on my student(she had no idea this artist was a student of mine) all she did was complement her presentation, her work, the fact she was the only one prepared and after the event she ran after my student to discuss working together. Ran after! It was awesome. And my other student who put the entire event on was also amazing. She didn’t have her business cards put out but her presentation was excellent and so was the work she shared. And Fran loved it!

Fatal Flaws

What was the fatal flaw of the other artists? There were many. Sadly, they were all fixable. Fran was quite disappointed. Not by the quality of the paintings she saw, because for the most part, the artists were talented. But instead by the dire state of the artist’s presentations, disorganization and inability to communicate their point of view as artists-along with their lack of preparation and squandering of such a huge opportunity. I sat there with my heart breaking for these artistically super talented people who clearly had no idea how to run their business.

My Why

Why tell you this story? One, because this was a cautionary tale I recently shared with our Catalyst cohort who just graduated this year. Two, I am passionate about preparing artists to be ready when opportunities present themselves. I want to use this story as an opportunity to help you prepare. And three, mastering an elevator pitch is a critical part of succeeding as an artist, regardless of what type of art you create. All artists need to be able to quickly and succinctly communicate who they are, what they do and why the world should care and buy their art–or see their movie–or listen to their song–or read their book–or play their video game.

Do you get the picture? Your future audience or investors must “get” you to hire you, buy from you, work with you. And it’s your job to help them “get” you, and “get” your work.

Key to Success

We live in a world where there are too many genres and sub-genres of art for everyone to be an expert or even understand what you are communicating. Your audience and investors need you to educate them on how you create , why you create and what you create. And especially why it matters.

It’s education + marketing + sales.

That’s what artists and creative professionals must master as well as their craft in today’s world to be successful and make a living at their art.

This may sound hard to do. But it’s not hard to do when you have a mentor and a community of like-minded artists to take the journey with you. This is what I do in our Catalyst Program every year. We all have a blast together, working on our elevator pitch, our marketing, our websites, our social media strategies. It’s so much easier to do together than by yourself. It’s so much easier to do with a guide and a plan. As we learn how to be successful art entrepreneurs, we also dive deep in scripture to understand how to integrate our faith with our art and our business. Learning how to create great art that isn’t preachy or propaganda, art that gives God glory while conveying the ideas God calls us to share with the world.
So since our next cohort opens up in September for artists to join, I want to give you a taste of the program and some free advice to change how you do business and present yourself.

Important Takeaways

1) You need an elevator pitch. What is an elevator pitch? The term has an interesting history and mental floss does a great job of sharing it HERE. But for our purposes it’s this: a short 30 second to 2 minute explanation of who you are, what you create and why it matters.
Why do artists need to master this? So you are always prepared when the opportunity arises for someone to buy or invest in you and your work. You see everyone is always categorizing and filing away information in their brain when they meet people. I call it the mental Rolodex(I’m showing my age here). But it’s true, we want to understand who you are, what you create in the simplest terms so we can remember you. We want to file that information in our mental Rolodex so when we need to recall it, it’s easy. For example: “Oh, she is the nature photographer”. “He is the video game designer who makes RPGs”, “She writes rom-com film scripts”. Get the idea?

Now I know most artists bristle at the idea of being “labeled” or confined to only a certain type of art- especially when you are multi-talented. But sadly it’s hard for people to remember that you are “a writer, director, producer, painter, choreographer who does graphic design work and modeling on the side”. Does that sound ridiculous? It is. And I hear artists speak like this all the time. They think if they identify one of the many talents they have one of those talents might be needed and they’ll get a job out of it. The problem though with communicating like this is overwhelming and confusing to the listener. How does anyone meeting you process that? How do they file away in their brains who you are, what you create and why that is critical to get behind and support? The truth, they can’t. So pick something to lead with. How do you want to be remembered? What is it you do? And why is it important?

Let’s use the example of the nature photographer. Let’s call her Sally. Sally is a multi-talented photographer who can photograph anything (of course, she’s multi-talented like you). But she is most excited and passionate about photographing nature–landscapes to be precise. And why does she do this? She wants to convey the beauty, majesty and glory of the earth created by God. She wants people to be inspired by the beauty so they are motivated to be good stewards of the earth and protect it’s beauty. She feels called by God to be an artist and she is confirmed in this calling by her talent, her training and her sales. Now she needs her elevator pitch.

Here’s an example of one she could write and memorize so when folks ask her who she is and what she does, she can reply:

“Hi I’m Sally Smith, I’m a photographer, specializing in landscapes. I travel photographing the most beautiful and untouched natural landscapes around the world because I want to showcase the profound beauty and grandeur of the earth. I care deeply about how we as humans care for and preserve the natural beauty and majesty of the land and sea. My current series shows the many states of being that earths landscapes are in right now–in intensity, in expanse, in peace, in terror, in stillness, in chaos, in beauty, in crisis. I had an incredible time shooting the work. I really want all of us to cherish and care for our planet and it’s health and longevity. My current series is being sold on my website. It’s large scale photographs, originals and prints. Feel free to check it out. Here’s my card.”

This is an example. There are of course many ways to create your elevator pitch. But the key is to create one. No excuses. So start working on yours right now if you don’t have one.

The key components of good elevator pitch is:

a) your name
b) type of art you do
c) your unique value proposition(what makes you and your work unique, special, worth owning(or watching or buying)
d) what you are currently working on or have finished
e) how people can find you/buy from you/hire you/fund you/support you– in essence a call to action for the listener

 

2) Stop apologizing. Be prepared so you don’t need to apologize. If you are serious about being an artist. Be serious. Do the work. Be prepared. Have an elevator pitch- short and sweet. Get your business cards done, or postcards or headshots–depending on what type of art you do–you need your calling card–whatever it is. Do it. Don’t wait. It’s not getting cheaper it’s costing you to delay.

And own who you are. How God made you. Be proud of being an artist. You are in good company. God is the greatest artist in existence. The first person filled with the spirit of God is an artist, Bezalel. Artists are not second-class citizens. Art is important in God’s economy. If you don’t believe and understand these truths, go back and read or watch our many blogs and videos to educate yourself on what it means to be an artist of faith. Being an artist is a glorious blessing and a high calling, so take it seriously and honor God in your work. Remember you are His witness.

3) Be generous. My catalyst student who put this whole event on didn’t have to share her resources. She didn’t have to invite anyone over to share their work with Fran. She could have kept this resource all to herself and never told anyone. But she isn’t like that. She knows God deeply and is profoundly grateful for her many blessings and loves to share. She was modeling God in her generosity. God had given her a powerful relationship and she wanted to help others because she was moved by how God had opened doors for her. How about you? What resources can you share? How has God blessed you so you can bless others?

4) Get help and don’t be ashamed you need help. Joel and I help thousands of artists in over 180+ countries on a regular basis with our resources, courses, videos, podcast and blogs. Take advantage of both the free resources we provide all over this website and join one of our courses for a deeper and more personal education. If you are not prepared to take advantage of opportunities when they arise- join our Catalyst Program in September. Get on the waitlist HERE. If you are a veteran artist and feel like you need to update your stuff, refresh your brand, Catalyst is for you too. Sign up for the waitlist HERE.

Regardless of what stage of the artist journey you are in, be sure to engage our community here by leaving comments below, attending our monthly artist forums, taking one of our courses. We have a lot to offer. Oh and do you know what my elevator pitch is?

It’s this:

Hi, I’m Michelle Pelsue, I mentor artists and creative professionals to grow spiritually and succeed creatively. I’ve been doing this for over 30 years, with students all over the world, succeeding in their creative business and growing closer to the Lord. I teach theology and business in the Arts & Entertainment Ministries Catalyst Program where I accept students every year in September. I love supporting and mentoring artists so you or anyone you know wants to grow deeper in their faith and become a successful working artists have them sign up for our next Catalyst cohort HERE.

I hope to see you there!

Copyright © 2025 Joel & Michelle Pelsue. All Rights Reserved. Used with Permission.

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