Check out the four ingredients for writing an elevator pitch that is effective in communicating the amazing results you provide for clients.
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I recently surveyed my Facebook community (join us over at The Brand Building Collective!) about what they struggle with most when it comes to branding and the number one answer was, “Talking about my services”.
While there are so many different ways to take this conversation, the number one tip that I have for this problem is getting clear on an elevator pitch.
Seems simple, but there’s a lot more that goes into it than you might think.
Donald Miller, author of Building a Storybrand and Marketing Made Simple refers to the elevator pitch as the ‘One Liner’. He says this is the one magical sentence that will grow your business. Said another way, it’s pretty freakin’ important to nail down.
What makes the one-liner/elevator pitch so great is that it gives readers or listeners a clear understanding of what you do in a succinct way that’s easy to digest.
The Elevator Pitch Recipe
Miller’s One Liner is comprised of three parts: the problem, the solution and the result.
If you’ve been around here for any length of time, you know the importance I place on ideal client, so it should come as no surprise that I’d add ‘ideal client’ into the elevator pitch framework as ingredient number four.
Gaining clarity on these four elements starts with knowing what you’re selling or offering. What is the deliverable that your customer will receive? It seems like an easy place to start, but it’s also not, especially when you’re just getting started. More than likely, you have a million and one ideas about what you want to do, or what you can do. It’s not about whether or not it can be done but rather, whether or not it’s a good fit for your business and something you want to do.
By getting clear on what you offer, you can better understand the solution and result that your customer is receiving. Think not just about the tangible result but also the emotional benefit as well.
For example, as a personal trainer the obvious result is weight loss but you probably know it’s so much more than that – it’s confidence and pride.
If you’re struggling with the solution and result, look at your service/offering from the perspective of your ideal client. What solution and result are they looking for? Why is it important to them?
Circling back to the personal trainer example, a retired empty nester will have a different version of success versus a someone just out of college.
The benefit of understanding your ideal client is so that your elevator pitch can speak directly to them, and the solution and results they’re hoping for.
Crafting Your Elevator Pitch
Once you understand those four ingredients, it’s time to put it all together. Order doesn’t necessarily matter – what I’d encourage you to think about is how natural it sounds for you and your brand. So, after you create a draft, say it out loud. Ask someone to tee-up the ‘what do you do?’ question so that you can practice and get feedback. The whole point of creating a one-liner or elevator pitch is so that you can naturally and seamlessly talk about the amazing work that you do.
Okay, bringing it back to the framework. I know examples and steps are important so you could use something like this as a starting point:
Business Name helps [ideal client] [result] by delivering [solution] that solves [problem].
Pulling that together to create a one-liner for our home renovation blog looks like this:
North Country Nest is a home renovation blog that helps DIY’ers create a home they love by sharing DIY projects, home decor and lifestyle content that’s real-life and budget-friendly.
Using Your Elevator Pitch
Your one-liner is the foundation for talking about what you do. All roads lead back to that pitch since it’s the most succinct way to communicate the amazing work you provide customers.
The best place to start in sharing your services is to make sure that elevator pitch is SEEN.
- Is it on your website? You can put it at the top of your services page or in your footer so it’s on every page.
- Is it in your social media bios? What a great opportunity to succinctly share what you do!
- Is it in your emails? More specifically, your welcome email after a subscriber joins?
Engrain this baby into your brain so that any time someone asks that sometimes-dreaded question of what you do, you can clearly and confidently share.
Because, my friend, in case you need the reminder – you’re kicking ass, you’re doing great work and you should be proud of it!
All my best,
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