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.
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.