I’ve run into it many times.
I’m sure that you have, too.
It has happened to me at networking events, when talking with new clients and other business owners. It’s the far-from-clear-and-way-too-broad elevator pitch.
Raise your hand if you’ve ever met my friends, Linda or Terry, at an event before. They would have described their businesses like this when you asked what they do:
[Lacking Clarity Linda]: “I’m really excited because I love helping people eat healthy and get their diet plan together and then they start to feel really great and I work with people one on one for 30 minutes at a time and it’s just really so fulfilling and I love it so much.”
– OR –
[Too-simple Terry]: “I’m a coach.”
Have you met either of these business owners? I love them both dearly and they are working so friggin’ hard to grow their business. The “hard” part is a symptom of a bigger problem…not clearly being able to articulate their what they do.
Whenever I mention at elevator pitch to a client or when speaking in front of a group of business owners, there is usually a groan or moan that follows the mention of this dreaded phrase.
And I think that is why so many people are working SO HARD and seeing SO LITTLE return for their efforts.
They aren’t clear on who they serve and how, exactly, they help them.
So, in an effort to stomp out over working and under earning, I am going to share with you a very simple formula for you to use when you meet someone new.
Are you ready?
And, the other part of the deal is that you must share a draft of your elevator pitch in the comment section below.
Ok, so step one: understand the goal of having an elevator pitch. I work with my clients to build an elevator pitch that feels natural to them and cuts to the chase. Sure, you probably know a LOT MORE about your ideal client in terms of demographics and psychographics but this isn’t the place for all of that. The goal is to clearly and quickly communicate who you work with and how you can help them. After sharing what you do in this format, the other person should be able to send a client your way immediately.
That’s why I think I hear the groans and moans. It can feel like a lot of pressure to make sure that this “pitch” has all of this and is presented in a powerful way.
Step Two: Follow the Blueprint.
Ok, grab your seat as I unveil the formula:
“I help ______________ to __________________.”
Did you notice that it’s just one sentence?
For example, here’s mine: “I help coaches and other service based entrepreneurs to get more clients, make more money and have more fun.”
See how that works? Imagine that we just met and I shared this with you. Then, when you meet a coach the next day and she says, “man, I’m so frustrated. I need to get more clients and make more money”, a light bulb should go off in your head and you’d let her know that you have someone that specializes in just what she needs.
See? It’s easy. AND it will change over time so give it your best shot right now.
Ok, it’s your turn! Even if you can’t get it down to one sentence right now, give it a shot in the comments and I’ll reply to help you build one that excites you, clearly articulates who you work with and what problems you solve. Once you have this, you are on your way to more clients.
Promise.
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I help women to shop cuter and smarter!
Cheryl, this sounds intriguing. I’m being very picky here, trying to find something for you to think about and my ideas are that you could potentially be more specific around “women” – – are they busy moms? Professionals? A slightly longer format, if you choose to add on to yours, could flow like this: help/teach ______ understand/how to _____ so that they ______. Great job! 🙂
I help creative women entrepreneurs move through their fears to design their ideal business and life.
Jean, this is great too. Just as with Rhonda’s, I feel like I could walk away from only hearing this one statement and I would have a very good idea who to refer to you. IF you felt compelled to make it a longer version, you could also add to it to follow this format: I help/teach ______ understand/how to _____ so that they ______. How does your official “elevator pitch” feel? Again, kudos!
I help authors and wannabe authors create a book that is well-organized, easy to read, and hard to put down.
Rhonda, this is perfect. I imagine myself speaking with you and even if you only said this one sentence to me, I’d know exactly who to refer to you.
“I help people with physical illnesses and/or emotional challenges find true wellbeing—their natural state of good health and abundant happiness—using a variety of energetic, cognitive and lifestyle approaches.”
David, this is awesome! Did you just put this one together or have you used it before. I can picture you sharing this and then people naturally asking questions about “how?” … the conversation could naturally evolve very well!
I help busy families plan, prepare and position their children for successful college admission and scholarship selection.
Love this, Sia! IF you felt compelled to make it a longer version, you could also add to it to follow this format: I help/teach ______ understand/how to _____ so that they ______. How does your official “elevator pitch” feel? I bet you’ll knock it out of the park the next time you have an opp to speak about yourself and/or your biz! 🙂
I help people who wants to change their eating habits to achieve good health and well being.
This is great, Marisol! I’m being picky here … I wonder if you could specify more about the “people” that you help (men, women, certain age, etc.)? Just a thought!
Ive been struggling with how to introduce myself since Im not a service-based entrepreneur; my business is product-based.
I help people with a variety of needs from those who want to optimize their nutrition, improve the appearance of their skin, or are searching for safer, greener cleaning products.
Olamide, you are on your way! I feel like you could narrow this down. A ‘wide variety of people’ is too broad.
Imagine you had someone call and say they want to buy a product from you. Someone that would make you so excited to work with them. Someone that you’d say is your ‘perfect’ client. Who is that person? Male? Female? What does that one person look like on the other end of the phone? What psychographics or sociographic traits come to mind?
Great job 🙂
You’ll still attract a wider audience than your ‘ideal peeps’ and narrowing it down helps people to have a clear idea of which clients to refer to you.
Great post & thank you for the help!! I help parents create a tranquil, nurturing home life complete with that endless summer feeling.
Liz, this is great! My only suggestion would be to more clearly describe the very last part. What is the ‘endless summer feeling’? Just a thought! Great job 🙂
Thank you Krista! Great question, gives me more to think about as I define my blog and brand.
I help overwhelmed first time solopreneurs organize their office space and systemize their operations so they can spend more time with their clients and less time in the office.
I feel like you nailed this, Lynn! Have you tested it out? 🙂
I help small businesses save time & money by outsourcing their administrative needs to me.
I love this, Kym! I’m being picky here, but is there a way you can specify a little bit more about “small businesses”? Do you love working with solopreneurs? Businesses with a certain amount of revenue? You are 99.9% of the way there. Greab job.
Fantastic post. I struggle with this whenever I meet people–especially being in a small (but growing!) niche market. So here goes:
I help women bike commuters seamlessly transition from bike to work to social settings by creating functional, stylish accessories.
Love it! Have you tried it out yet? 🙂
Not yet, but with your A-okay, I will now! Thanks, again.
I help mothers and parents to care for their babies and children through natural parenting & nurturing touches 🙂
I help women create amazing portraits of themselves, alone or with the people they love. I photograph the ordinary days and preserve the special day because all of life is beautiful. I create keepsakes that your children and grandchildren will treasure but most importantly I preserve a memory that you’ll love now and 10 years from now.
More than 1 sentence…..
This is great Prudence! Even though it’s more than one sentence, I love the clarity that you have here. You know who you are and the amazing product that you offer. Congrats!! I feel like if you were forced, at gun point, to use just one sentence, you could probably use the first one that you typed up. What do you think? The rest is great and helps to the listener to better understand how you are unique (always a good thing) but if the goal is for someone to meet you and then hear only one sentence and then hear someone say “I need some great headshots” – I feel like they would know to refer to you right away because of what you covered in the first sentence. Whatever feels right to you is the perfect answer. This exercise is more about getting clear rather than being way too conscise. You’ve got this!
Hey Krista – Here’s a rough draft (by the way, you’re awesome):
I help parents to create, market and sell digital products online to create financial freedom and a lifestyle they love. Thoughts?! 🙂
Jessica, thanks! I appreciate that. AND, you are awesome too.
I love the work you did to come up with this!
Just out of curiosity (and based on our previous offline convo), do you want to work with parents (men or women) or moms? What about mompreneurs? You may have so much more clarity in your brain about your ideal peep and you don’t need to explain everything to someone you meet at a networking event but I do feel like you may want to get a little more clear in that area. What do you think?
Does your dream client wear a bow tie or a dress? 🙂 This will help you immensely for marketing purposes, too. GREAT JOB!
Any, by the way, I say that I work with women business owners BUT I do have some super awesome male clients, too. So, the right people come to you, regardless. Don’t be afraid of niche-ing yourself down too far.
I want to help parents/families as a whole, but I know I can relate more to moms who are possibly doing it alone, because that’s the boat I’ve been in for years. And yes, I am nervous of narrowing down my niche too much. Plus, even though I am a mom and can relate more, I definitely relate to parents as a whole and want this success for them as a family. I wish my husband was in this from the beginning so I hope I can help parents, single or married, reach their goals…hmmm..gotta think about this some more.
Growing and building a business always about “getting more clear” so the process never ends, Jessica! 🙂 You are on the right track! Keep on digging…
And more food for thought…you ARE helping the whole family when you help get mom on track with her biz and income.
Think about this…Who is your favorite client – that ONE person – that if he or she called you and you discussed working together and that person “YES!” that you would want to break into your happy dance because you’d be so thrilled? THAT is the person I want you to speak about when you share your elevator pitch…
xx
That makes so much sense. Definitely working moms since I can 100% relate to them. Thanks for helping me clarify my target market! 🙂
Hooray! So glad it helped. I love seeing how small the “reply” thread get each time we correspond w/ e/o! 🙂 xx
Krista – It was a pleasure to meet you last month at the Women’s Networking Event. Here is my elevator pitch:
I help men curate a social and professional wardrobe reflecting their personal style allowing them to look and feel their best while saving my clients time and money meeting directly with them at either their office or home.
Awesome Kathy! How do people respond when you share that with them? I feel like they’d be clear about what you do and who you do it too 🙂
I work with both men and women to put their best face forward and live the life of their dreams.
This is great, Michelle! Thanks for posting! If I met you at a networking event and knew nothing about you, is there a way that you could make this a little more clear as far as “put their best face forward” and live the life of their dreams? My question is this: if someone heard just this one sentence from you, would they know who to refer to you? Something to think about…you are sooo close and on the right track here!
I help realtors show case their beautiful listings by taking excellent photographs of their homes.
I create purses and tote bags for women who want to conveniently carry their items stylishly …
Yikes! this is hard! I make a variety of different bags, for all ages & walks of life…..
Also I feel I need to use the word “Quality” but can’t seem to fit it in.