Marketing experts tell us that we should be able to express our unique selling proposition (USP) in such a compelling way in less than 60 seconds that the hearer will ask to know more. Here is great two step way to do that.
Purpose: Create interest and dialogue about what you do and the value you offer
Step One: Create a Problem
Begin by pretending you have been asked, “what do you do?” Your first order of business must be to cause your audience to experience emotionally the need for your product. You do that by creating in their imagination a problem. So, instead of reciting your title or your daily duties or job description ALWAYS BEGIN WITH: “Well, you know how…”. For instance, I am a business consultant. My elevator speech begins with:
“Ya know how sometimes we get ourselves into situations and nothing we do seems to work to get us out?
I am also a writer so sometimes I say:
“Ya know how as a small business owner our business environment is changing so fast that every time you think you have an answer the question has changed?”
If I were a funeral director my opening line would be:
“Ya know how when someone dies people are often confused, don’t know what to do or say or where to go and sometimes feel very vulnerable?”
Clearly, the purpose here is to create curiosity and interest as well as a deep unconscious emotional connection.
Step Two: Solve the problem
Having created a problem the second step is simple: solve the problem.
In my consulting practice I say:
“Ya know how sometimes we get ourselves into situations and nothing we do seems to work to get us out? Well, I have the unique ability to quickly see what needs to be done, separate it from the ‘rabbit trails’ and create a strategy for success. I help business owners build long term profitability and sustainable success without throwing the baby out with the bathwater.”
As a writer I say:
“Ya know how as a small business owner our business environment is changing so fast that every time you think you have an answer the question has changed? Well, I dig deep to see what is really happening clarify what is important and what is not and help people prioritize and implement best practices that enable businesses to adapt more rapidly and effectively.”
As a funeral director I would say:
“Ya know how when someone dies people are often confused, don’t know what to do or say or where to go and sometimes feel very vulnerable? Well, I use my training and experience to bring order out of chaos and help people figure out what they want and need to do within what they can realistically afford so that there are no regrets and lives are honored in fitting ways.”
That’s it: Create a problem, solve the problem. Stop talking let them ask for more. It’s a 60 SECOND speech. Not a 60 MINUTE speech. If they want to know more oblige them if not, move on. You want a dialogue that will build a relationship not a monologue where you are trying to persuade.
Now, dear reader, why don’t you give it a try and share it in the comments section. I’ll be glad to give you feedback.
This reminds me of a tlke we heard at an ORG meeting about 30 years ago. It was good then and even better now.
Thank you, Alan….I appreciate your blog. This “Elevator Pitch” is an amazing follow up to your lighting the fire of passion series! I have taken information that was reported by Psychologists on bereavement. I’ve been trying to tweak it…so thought I would look for some feedback here. The timing is amazing…yet not a surprise as I have been studying human potential intensely for over 7 years.
“Are you aware that Psychologists find that nearly 30% of their cases dealing with depression are people who have not had a Funeral Service for a significant person in their life?
Hi, my name is Phil Conway with Conway, Cahill-Brodeur Funeral Home in Peabody, and we have a passion for leading, supporting, and helping people honor lives with meaningful events! Since everyone lives their life in a unique way, let’s talk about (Joe Jones) and what your memories are of (him) so that together we can create a ceremony to both support you & your family, and to honor (his) life!”
Those opening words I use at a networking event, any of several seminars we host, casual conversations with people, beginning arrangements when I don’t know the people—and I’m practicing to take the awkwardness so I can use it on people seeking information by phone.
I am highly optimistic we can achieve revenue growth the moment we stop trying to be all things to all people—and compound that by limiting ourselves to such small geographic areas. I wish all the best in your businesses, too!
Phil
No I was not aware of the link to depression. I think this coming Monday’s post will open up some other insights to that phenomena as well.
It is encouraging to hear you say that you can succeed by not trying to be all things to all people and to stop limiting yourself geographically. Do you know my friend Mike Lyon, he has done just that.