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 people? Unfortunately, they are both working too hard with too little pay off. When it feels “hard” to put together your elevator pitch, it's actually a symptom of a much bigger problem…not being clear about who your ideal client is.
Whenever I mention the words elevator pitch to a client or when I'm leading a workshop, there is always a groan or moan that immediately follows.
This may be the exact reason you are working SO HARD and seeing SO LITTLE return for your efforts.
Action, especially imperfect action, leads to the clarity you seek.
When you aren't clear on who you can serve and how you can help them, how do you expect your ideal clients to know that you are the solution to their problems? (Hint: They can't.)
In an effort to stomp out over working and under earning, I'm sharing my super simple elevator pitch formula with you.
Are you ready?
Before I share it, though…there's one thing that's required of you: please share a draft of your elevator pitch in the comment section below.
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 one reason that 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 teach coaches and consultants how to attract 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 a few days later and she says, “man, I’m so frustrated. I need to get more clients and make more money,” a light bulb should will go off in your head and you’ll 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.
Action, especially imperfect action, leads to the clarity you seek.
Now it’s your turn! Even if doesn't feel quite right to you right now, please give it a shot in the comments below. I’ll reply to help you build on it and move the needle towards more clarity, more income and more fun in your life and business.
Learn 3 easy steps to more clients,
more impact + more cash!
I photograph moms and their families while they have fun making memories together.
Denise! I am so glad to “see” you here! Yours is definitely usable as it is but from what I remember, you help super amazing women (and their families) to capture their most precious moments by taking family photos that they treasure.
Another format you might consider is: “I help super awesome coaches to attract more clients and make more money. My clients would tell you that I help them stop feeling overwhelmed, put an action plan in place and finally step into running their business instead of it running them.”
What do you think?
I like! Thank you. I like both formats. I will have to play around and see what I come up with . Thanks Krista!
I help managers to understand what motivates their teams.
Pip, thanks for sharing your elevator pitch. I’m imagining that you and I meet at a networking event and if I walked away and ran into a friend that was your ideal client, what words would your ideal client tell me (as a friend) that he/she has with their team? How would I (someone that just met you) know who to refer your way? I wonder if you could say something like, “I am an executive coach that helps mid-level managers to motivate their teams so that they achieve their revenue targets.” Just made that up without knowing if you are, in fact, an executive coach 🙂 How can we make it super easy for someone that meets you at an event, walks off, and then meets your ideal client to quickly know, “Oh! I know just who you need to call! You need Pip!” and then send that person your direction?
I help my clients, particularly brides, to have a beautiful floral experience for their big day.
Jemi, this is great! Are you a florist? This is a great start!
I help spiritual/holistic people to learn how to heal themselves with crystals and stones.
Leiah, this is fantastic. Thanks for sharing yours! Question..is there a way you can get more specific about the types of people you help? Or what ailments you help them to help from? Are “holistic” people individuals that choose not to follow traditional medicine?
I am an RN, Health Coach that helps those seeking natural solutions to their health achieve wellness.
Thanks Terri! I love that you included your degree because that gives you instant credibility. What types of ailments do you help people with? What type of products or solutions do you provide (do you use crystals and stones, like Leiah does or a completely different modality?)
I help stressed-out working moms to find more balance and the path to their dream job which will get them up and excited about Monday mornings, through my 7 step Career Search Strategy Program.
LOVE this! Mary, how are you? It’s been a while since we spoke 🙂 I think that you are right on target with your elevator pitch. I’d know exactly who to send your way and how you can help them.
Who and What:
I help families affected by autism build foundations for social and emotional success WITH WIND for their WINGS!
How:
I am a dance movement therapist and licensed counselor where I run weekly social skills groups and social events for all ages weekly in our creative arts therapy studio, our “Community of Opportunity”. MRC has Personality!
This is great! Both parts are important to your story and how you can help people. How can you combine them into an easy-to-say 1 sentence? Great work!
I help professionals to get more energy, purpose and joy in their life.
Thanks Ilse! How do you help these professionals to achieve that? What type of professionals (men, women, executives, etc.) and how do you do that (are you a coach or consultant or something else?) Great work.
I help young, ambitious women with big dreams to overcome fear so that they can follow their dreams and lead more fulfilling lives 🙂
Thanks Krista!
Yay Sophie! I have a pretty good idea of who I could refer your way from your statement. Good work. I’m wondering, is there a way to add in how you help them (that can be accomplished by saying, “I’m a life coach” or “by following my 5 step coaching program”)?
Thanks Krista! Yes, I usually say that at the beginning :). Woohoo, let’s do this!
I am a speaker who elevates leaders and emerging leaders in their home, business and relationships.
Hey Lavinia! I hope you are doing great. This is a very good start. Could you add more by saying a “motivational” speaker or adding more about the type of speaking that you do? How do you help leaders in their relationships, business, and home? I’m not entirely clear what your message is but this a great work in progress (all elevator pitches usually are to a certain degree!)
I help people that are struggling with a health issue(s) – including physical, mental, emotional or spiritual health issues. No matter how minor they feel it is, they are struggling and they are not dealing well or at all.
Thanks for sharing Frances, this is great! Any specific type of health issues? And how do you help them? What is your “dream client”? (Man vs woman, certain age, certain health challenges…)
I am a life and career coach, I help restless adults to seek their own professional paths with integrity.
Marcia, this is great! I feel like I’d know who I could send your way. Do you tend to enjoy working with executives vs mid-management or men vs women? The more specific you can get, the better. This is a great start.
I help program managers achieve outstanding results by identifying individual and team strengths, and build solutions to current challenges based on their own track record of success. In short, I help program managers and teams own their awesome!
Thanks, in advance, for feedback that can help me effectively communicate who I serve and how I help them achieve the results that matter most to them! You all are much appreciated.
Thanks Nicole! I’m not sure who “program managers” are – are they within certain types of businesses? What are the “results”? Increased business, better engagement, less turnover, etc.? It sounds like you use a strength based approach which is cool (I love that way of looking at things!)
Great feedback, Krista! Yes, these program managers are in the health and human services field where employee turnover and consumer engagement are major challenges to achieving key results like reduced recidivism, shortened lengths of time in the service system, increased employee satisfaction and reduced turnover.
I help couples strengthen their marriage as they navigate the journey of parenthood together.
Melissa, first – hello! Second, this is great. Do you do couples counseling for ppl with kids ? My only suggestion would be to possibly add in other “benefits” besides strengthening the marriage. Possibly say, “I help couples strengthen their marriage so they can enjoy the journey of parenthood together.” Great work!
I match my clients to the right virtual assistant to make their lives easier, create time, and make more money.
I help people who are stuck in self doubt and frustration to find inner strength, new perspectives and self love allowing them to soar to great heights.