Your elevator pitch is one of the most important ways you can market yourself as a professional. A mediocre one will fade away like white noise… but if it’s remarkable, it can grab your listener’s attention immediately.
What’s a good elevator pitch? Think of your favorite TV show and when it has a cliff hanger. It’s just enough so you know what’s going, you can even anticipate it, but it’s not enough—you want more. If you can achieve an elevator pitch that’s quick and concise but lures your listener, you’ll grow your influence exponentially (and close that sale).
Here are 4 ways to perfect your elevator pitch.
Know Your Why
Too often, we don’t even know what we actually do. If you’re a consultant, an initial (and reasonable) response is that you provide consulting services. But that’s where we lose people. When you know Why you do it, everything changes. What if we change it to: “I equip companies with the tools and training they need to reach their next level”. Doesn’t that sound better? And the best part is that it prompts people to ask “how”? That alone gets you further than most people.
Write It Down
After you get various versions of what you want to communicate, write it down. Then write it again. Keep cutting extra words and start changing it so it is short, concise and direct. Ernest Hemingway once said, “My aim is to put down on paper what I see and what I feel in the best and simplest way”.
What’s your value proposition? What’s the real reason why someone would choose you? If you don’t communicate a real value, you’ll lose your sale.
Marketing expert, Seth Godin, in his book The Purple Cow, talks about how important it is to stand out. He uses an analogy about a field of cows. At first, you might not be used to it and enjoy watching the animals for a few minutes. But after a while, it all looks the same. But what if, all the way in the back, you see a purple cow. Then you start getting interested. What kind of milk does it make? Why is it purple? It grabs your attention. Why? Because it’s remarkable. What makes your product or service stand out?
State Your Call To Action
It’s just talking until you give them the next step. Your elevator pitch might sound nice and attractive, but if you don’t end with a follow-up, you’ll lose your opportunity. Whether it’s for an immediate sale, a meet-up, or a chance to increase your influence, make sure to be intentional.
Remember, it’s not about you. A good elevator pitch puts the focus on the person you are talking to. How can you add value to them? Follow these steps, present yourself with confidence, and you’re only going up from here.