fbpx

Marketing Made Simple as A, B, C

Blog Elevator Pictch on steroids

Master Your Response to the Common Question, “What Do You Do?”

An Elevator Pitch is an Essential Skill

When asked “What Do You Do?” or have that crucial 60-second opportunity to make a statement, How often do you …

  • Waste Your moment in the spotlight?
  • Wish you had said more, or less?
  • See your prospect lose interest because you haven’t connected?
  • Babble along nervously leaving your prospect confused?
  • Provide too many options with no clear offer?
  • Miss the opportunity to leave a lasting memorable impression?

If any of these describe you then you need an elevator pitch also known as a Value Articulator Statement.

Here’s a formula you can use over and over to tweak and perfect yours.

What is an Elevator Pitch?

An Elevator Pitch is a versatile marketing tool that can be applied in numerous contexts. Traditionally, an elevator pitch is an introduction that sits In your back pocket during a networking event To effectively communicate your value and make a memorable impression.

Why You need an Elevator Pitch

You needed to attract, build and convert leads to grow your business.

Crafting an elevated pitch is like wrapping a gift, product or service for your ideal prospect to make it enticing and build anticipation.

Make it perfect.  It is the key to unlocking how you serve and to making Your offer sound irresistible.

When you get it right, you are saying, “Hey, you give me a moment, I’ll show you. I understand and give you a glimpse of an alternative, better future and how to get there.”

Elevator Pitch Tips to Bear In Mind

If your Elevator Pitch does not actively engage your audience, it is likely to fall flat.

Understanding your prospect’s needs, and interests is crucial for making an immediate connection.  

Ignoring their ‘What’s In It For Me’ question that underpins their perception of every pitch and, focusing too much on your own agenda will leave them stone cold. You should instead highlight the Benefits For Your Prospect to pique their interest.

Failing to tailor your pitch to your specific niche audience and understating the value your proposition brings to your ideal customer can lead to disengagement.

Failing to Convey how your product service or idea is relevant to your prospects, needs or challenges can result in a disconnect.

A flat or monotone delivery can make your pitch sound and uninspiring. Use vocal variations, enthusiasm and energy to capture your audience’s attention.

If your pitch is unclear or overly complex, your audience may struggle to understand your message.

Providing too much information can overwhelm your audience and cause them to tune out. Focus on the most important and relevant details to keep them engaged.

Avoid jargon and technical terms that your prospect may not be unfamiliar with or be confused by.

Always tie your pitch back to what matters to them. Address their doubts directly to build trust.

While confidence is key coming across as overly confident or arrogant can turn your audience right off. Be confident but approachable and relatable.

Read the room! If you notice your prospects losing attention or showing signs of disengagement,  adapt your pitch on the spot. Ignoring these cues can lead to a failed pitch.

The features of your offer or service are a given. You can assume they know what you do. It’s how you do it and how you make them feel. That sets you apart.

 It’s worth quoting Maya Angelou to ground this point:

maya angelou - how you make people feel

Components of an Elevator Pitch on Steroids.

Let’s consider what it takes to master your Elevator Pitch.

STEP 1: Introduce Yourself and name your business.

Be enthusiastic and make yourself memorable.

STEP 2: The next step, and most important, is to talk to an ideal customer or a niche.

You start with “I help “  And then insert who you help by calling out a niche audience.

When you talk to everyone, no one hears you but when you call someone, you are more likely to get their attention.  

There is never a one-size-fits-all for anything because your prospects are humans and no two are identical with the same needs, same motivation at the same time.

When you focus on a niche and its challenge specifically, it is likely the niche will connect with you and

Whilst you might think you’re excluding some of the audience, you increase the odds of communicating directly with your ideal prospect when you target your approach.

“Choosing the wrong niche is better than choosing no niche at all.”

 – James Wedmore

STEP 3: Next you briefly tell them what you help them “Do …”  or Get.

This is Your Promise of Transformation if they accept your offer.

STEP 4: And you go on to say “So that…”

The desired consequence that has a broader impact on their life, business, well-being etc.  The Happily Ever After ripple effect of your transformation.

STEP 5:  “Without …” the unwanted pain, frustration or fear they want to avoid.

STEP 6: “Unlike …” Highlight what else they may be considering as a solution which may not be ideal.

What would they be comparing you to?

STEP 7: “Because I/We do x” which is the final point and deal breaker.

This is not what you provide (Features) or What they get (Benefits) but instead WHY your offering sets you apart. What makes you different, unique and irresistible?

DOWNLOAD our Elevator Pitch or Value Articulator Statement Worksheet.

Now try writing a sentence for each one of the 7 Steps above, record them on a Voice Note and you are on your way to creating an Elevator Pitch on Steroids.

But wait … it is never DONE.  It’s dynamic on every occasion because of the situation, the audience, and your specific offer.

Here are some more ideas you can use to perfect your pitch!

Dress Your Pitch for the Occasion “So That …”

You approach each customer with their idea of helping him or her solve a problem or achieve a goal not of selling a product.

All your prospects are on a customer journey of discovery.

– Brian Tracy

 You must pitch, the right content for the right customer in the right format at the right time in the right place.

Remember, people don’t buy products or services, they buy SOLUTIONS with their hearts to FEEL something.

Identify which of these reasons people buy  apply to your offer:

  • Satisfy Basic Needs. Consider the bottom physiological level of Maslow’s hierarchy of needs, which includes basic necessities for survival such as air, water, food, shelter, clothing, and sleep.
  • Convenience: People buy the easiest, quickest, or least risky.
  • Immediate Gratification to fulfil instant desires or needs, offering a sense of pleasure, comfort, or excitement in the short term.
  • Replace something essential like a kettle, toaster, printer…
  • FOMO or Scarcity is a psychological motivator for people who don’t want to miss the boat.
  • Prestige or Aspirational items can enhance one’s social status and self-esteem. If the audience values exclusivity and high status, highlighting prestige may be effective.
  • Ego-stroking purchases are done to boost self-esteem, meet standards of social status, or impress by having something better and bigger than others.
  • They are filling An Emotional Void: People may seek comfort and solace in material possessions, using the act of buying as a way to fill emotional gaps or cope with feelings of loneliness or sadness.
  •  They are Saving or Making Money: Messages that highlight financial benefits and practical advantages may capture the attention of individuals looking for economical and smart spending options.
  • Great Value: A balance between quality and cost, quality at a reasonable price, functionality, durability, longevity and guarantees are deciding factors for this prospect.
  • A Fad or an Innovation is a common motivator for the trendsetters in an audience because it often brings a sense of novelty and excitement. The hype can lead individuals to make impulsive buying decisions.
  • Compulsory Purchase typically refers to a situation where an individual feels compelled or obligated to make an urgent or essential purchase due to certain circumstances or pressing needs. This might be something like school books, school uniforms; or things in emergencies – a plumber.
  • Reciprocity or Guilt can be powerful emotional triggers that influence people’s buying decisions when they have a sense of obligation or feel they owe something.
  • Buying based on Empathy involves understanding and resonating with the emotions and needs of others when pitching gifts for loved ones, supporting causes, helping or comforting others and celebrating milestones.
  • Leisure, Entertainment, and Holidays to enhance relaxation, celebrations, new experiences, travel and exploration for memorable experiences that enrich their lives and provide a break from the routine.
  • Niche Identity involves aligning purchases with a specific subculture, community, or personal interest. Tailoring messages to speak directly to the niche interests and values can enhance the appeal of the offerings.
  • Peer Pressure can be a reason to buy. Highlight social acceptance, group experiences, and trends within the target audience’s peer circles. Messages that convey a sense of belonging, and popularity, and align with the expectations of the social group can appeal to these individuals.
  • Addiction: Buying due to addiction is a complex and challenging aspect of consumer behaviour often associated with substance abuse or compulsive behaviours. Mental health professionals, counsellors, and support groups can play crucial roles in helping individuals overcome addictive behaviours, including compulsive buying.
  • Fear or Self-Protection: Buying driven by fear or self-protection involves purchasing decisions made to alleviate perceived threats, enhance safety, or provide a sense of security. A promise of security, peace of mind, or preparedness can resonate well with this target audience.
  • Indulgence is often associated with “I’m Worth it” and a desire for self-reward, and personal empowerment to treat oneself, experience pleasure, relax, enhance experiences and enjoy life’s luxuries.
  •  Grudge Purchase: Messaging that addresses the essential nature of the purchase, its role in compliance, or risk mitigation may help individuals understand the necessity and value even if the purchase is not driven by desire.

What they Want to Avoid

When writing When we come to Step 5: “Without” which of these challenges is top-most in your prospect’s mind?  By mentioning this point you are showing you understand what they are struggling with.

You have an opportunity to simply in one sentence allay their fears and remove a potential objection.

  • Financial Risks: Customers may want to avoid solutions that pose a financial risk, such as hidden fees, unexpected costs, or long-term financial commitments.
  • Lack of Transparency: People may be cautious about solutions that lack transparency, especially in terms of pricing, terms and conditions, or any hidden agendas.
  • Ineffectiveness: People seek solutions to address specific needs, and they aim to avoid products or services that are ineffective or fail to deliver the promised results.
  • Poor Quality: Whether it’s a product or service, customers generally want to avoid poor quality. This includes products that break easily, subpar services, or experiences that don’t meet expectations.
  • Unwanted Side Effects: In health-related solutions or certain products, customers want to avoid adverse side effects or consequences.
  • Security Concerns: For products or services involving personal information or data, customers seek to avoid solutions with inadequate security measures that could compromise their privacy.
  • Complicated Processes: Complexity in using or implementing a solution can be a deterrent. Customers often prefer straightforward and user-friendly options.
  • Unreliable Customer Support: In case of issues or inquiries, customers want to avoid providers with inadequate or unresponsive customer support.
  • Unethical Practices: Customers often avoid solutions associated with businesses or providers engaged in unethical practices, such as dishonest marketing, environmental harm, or labour violations.

It Helps to Know Their Level of Awareness

Prospects have different Levels of Awareness as they proceed along their Customer journey evaluating possible solutions.

How to Write Marketing Messages that Convert

Who are “You Unlike”?

Before you can pitch, it helps to know if your audience perceives they have a problem you can solve. And if they do, is it urgent and pressing enough to want a solution? 

Once they are in the Evaluation Stage and comparing apples with other fruits, you have an opportunity to say what you DON’T DO.

Stating Your Unique Compelling Offer

Step 7: “Because of what you do” … tell them why your solution is unique!

These are different things that you can build on to make an irresistible pitch:

  • Innovation: A unique solution often involves innovative features, technologies, or approaches that set it apart from existing alternatives.
  • Problem-Solving Approach: The ability of a solution to effectively address specific problems or challenges distinctively makes it stand out.
  • Customization: Offering customization options or tailoring a solution to meet individual needs can make it unique, providing a more personalized experience for users.
  • Quality and Performance: Exceptional quality and performance that exceed industry standards contribute to the uniqueness of a solution.
  • User Experience: A focus on providing a seamless and positive user experience, from user interface design to customer support, can differentiate a solution.
  • Value Proposition: Communicating and highlighting the benefits and advantages of the solution compared to others in the market.
  • Brand Identity: A strong and recognizable brand identity can make a solution unique, fostering trust and loyalty among customers.
  • Sustainability: Solutions that incorporate environmentally friendly practices or contribute to social responsibility may stand out in the market.
  • Integration and Compatibility: Offering seamless integration with other systems or compatibility with various platforms can enhance the uniqueness of a solution.
  • Customer-Centric Approach: Solutions that actively listen to customer feedback and continuously improve based on user needs demonstrate a customer-centric approach, setting them apart.
  • Market Niche: Identifying and targeting a specific market niche or underserved audience can make a solution unique within that segment.
  • Storytelling: A compelling and authentic brand story can make a solution more memorable and resonate with customers.

Final Word

This formula can be applied in many more instances than just networking or answering, “What Do You Do?”. Use it for your Social Media Bio, Your About Us Page on your website; and the sign-off paragraph in a Blog.

Enjoy this new marketing tool to attract the interest of ideal prospects but be prepared to practise and perfect.

Adjust and refine as needed.

CREDIT WHERE CREDIT IS DUE

I learned this pitch formula from my Coach James Wedmore and his expert Value Articulator Expert Mel Abraham, the founder of Business Breakthrough Academy and Thoughtpreneur Academy. 

My Elevator Pitch on Steroids has been slightly modified over time as I have practised and tweaked my own.

Suze Bouwer, Marketing Enabler and Creator/Owner of RedMatchstick

Helps

 

We help time-poor and tech-challenged creatives, eCommerce business owners, coaches, and real estate professionals with marketing made simple training to generate sales leads. Unlike many, we take pride in passing on the expertise and knowledge we use in our own businesses every day!

INVIGORATE your marketing with team Suze Bouwer, Marketing Coach Enabler, Coach, Mentor, Content Creator & Business Owner.

Whether you want to learn how or let us do it for you, you are most WELCOME to Marketing Made Simple and Effective!

Book a Coaching Call to Create your Compelling Value Articulator

Learning requires actual work

Leave a Comment

Your email address will not be published. Required fields are marked *