I’ve probably had 30+ different “elevator pitches” over the past 2 years, coinciding with joining a weekly networking group.
I’ve put a lot of time into crafting that perfect statement, in the allowed 30 to 60 seconds, of who I am, what I do and why I’m special. But none of the statements every really clicked with me. Or anyone else, going by the looks on their faces, or faces lit up by the partially concealed glow of supposedly hidden iPhones.
It turns out, I was looking for the wrong answer. Heck, I wasn’t even answering the right question!
Seth Godin comes through once again. Our elevator pitch is not to sell our product or service. It should be our trailer, our teaser about us. It should get our audience’s attention, then stop and make them want to go deeper, when we have more than a minute.
This doesn’t mean I won’t have something prepared, of course. As a natural introvert, if I don’t have something ready, I will fumble and trip over my words. So what’s the next step?
I’m turning to another inspiration – Simon Sinek’s Golden Circle. Simon’s core message is “people don’t buy WHAT you do, they buy WHY you do it.” There’s more to it – Google him and watch the TED talk.
Going forward, my elevator pitch will be simple:
- Introduce myself (Hi I’m Kevin, my favorite candy bar is the Whatchamacallit)
- Offer up an interesting or catchy quote, statistic, book, etc. (Will change based on the opportunity.)
- Share my WHY and Who (I help small business owners get control of their money so they can get control of their life.)
But what about HOW I help small business owners get control or WHAT tools I use to do that? Well, that’s what I’ve been trying to fit into 60 seconds and it just doesn’t work. I’m doing my work a disservice by trying to cram everything in. I say too much, and by doing so, nothing is memorable. That is what the second conversation is for – to get to know the person more deeply.
I’m interested in your feedback. What have you tried that has worked or failed miserably? Do you think this is too simple?
Some other elevator pitch resources:
Dumb Little Man (the blog, not my opinion!)