In our last post, we covered 3 Niche Mistakes that Cost You Clients.
Today, we're focusing on mistake #3, "Thinking Your Elevator Pitch will Sell Them on it's Own".
To Review: Thinking Your Elevator Pitch will sell them on it's own. You likely know the format. This is a short spiel that lasts about the time it takes for an elevator ride. Think captive audience. Not exactly an appealing proposition to begin with.
I help _______________
(what kind of person in a couple of words)
Who have/struggle with ________________
(what is their perceived issue)
(what do they get from you)
I help struggling entrepreneurs to find their niche focus and double their business.
While descriptive, this is hardly juicy or compelling. The next step is often if the listener says “and how do you do that” and we tell them about our methods.
Ooops. We’re likely to lose them right there.
What's the Critical Missing Piece in your Elevator Pitch?
What is the big feeling they would love to get as a result of the transformation you can bring them. How will they FEEL as a result of the transformation you provide? OK, you help them to restore movement and mobility, check. How does that FEEL? Freedom, liberation, empowering... You want to invite them into the emotion of relief.
Otherwise, after your spiel, the next step is often if the listener says “and how do you do that” and we tell them about our methods, our credentials, our experience.
We’re likely to lose them because they were NOT looking for that. They wanted a transformation from a problem.
Imagine now that your client is aware of being in a state that they want to change but don’t know how to on their own. Often, we feel we have to “prove” how qualified we are by listing our techniques almost like we need to give them our recipe for change to convince them.
This is likely NOT going to work well.
While clients factor in logical information when then consider working with you, the ultimate deciding factor is not:
- Your credentials
- Your explanation of how you can “fix” them
- You proving that you’re an expert
The deciding factor at the point lies in their EMOTIONS. How does the prospect of working with you make them feel?
Now Wer'e Adding a Test: Here is How to Test Your Elevator Pitch
Write down yours using the above format. Now consider the transformation that they seek and how that will FEEL.
I help struggling entrepreneurs to find their niche focus and double their business so that they fall in love with their business again and it loves them back.
Clients want a problem solved AND to FEEL GOOD about the transformation.
How would you describe the transformation you in richer language than in your elevator pitch?
Now ask, what is the big feeling they would love to get as a result of the transformation you can bring them?
Write some phrases about that.
Try capturing that into a transformation tagline. Make sure to use adjective rich, descriptive language.
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