Have you ever chatted with someone at a networking event and felt that half-way through introducing yourself they seemed to take their focus off of you and turn it to the appetizers that were being passed across the room?
As someone who does important work, it’s critical that you let the world know what you offer and how it makes a difference. The problem is that your work is incredibly complex and not always easy to explain. This can leave you feeling frustrated and misunderstood. But there’s hope! The world needs to know what you have to offer, and there should be a way to make communicating it easy and memorable.
I used to have the same struggle. As a trained accountant who became a team-building and leadership development consultant, I am pretty sure my own mother had no clue what I did for a living. Then I went through the two-day StoryBrand workshop and everything changed. StoryBrand taps into the power of story to help you clarify your message so customers will listen and want to hear more.
Now as a StoryBrand facilitator, I have the privilege of helping clients around the world apply this framework to all of their company’s marketing and communication including websites, email blasts, keynotes and sales pitches. One simple but powerful application of the StoryBrand framework is to craft a winning elevator pitch.
These three simple steps will allow you to master the “what do you do for a living” question once and for all!
1. Start off by stating the problem or pain point that most of your clients face.
Example: Many leaders have a great vision but fail to live it out. They feel stuck because of conflicting values and chronic issues.
2. Talk about your solution to the problem you just stated.
Example: Leaders for Leaders offers workshops and keynotes that help leaders get unstuck.
3. Finally, ramp up the success. Clearly explain how your customer will feel after you solve their problem.
Example: This allows them to unite their team, spark change, and achieve their goals.
Now, let’s put it all together:
Many leaders have a great vision but fail to live it out. They feel stuck because of conflicting values and chronic issues. Leaders for Leaders offers workshops and keynotes that help leaders get unstuck so they can unite their team, spark change, and achieve their goals.
Here’s StoryBrand’s elevator pitch to give you another example:
Most business leaders struggle to talk about what they do, so we’ve created a communication framework that helps people clarify their message. When you
clarify your message, word starts to spread about your company, customers engage more, and your business grows.
Now it’s your turn. Try writing your elevator pitch and send it to me at firstname.lastname@example.org. I’ll offer my feedback on every elevator pitch I receive.
Remember, people do not buy the best products and services, they buy what they understand the fastest. Stop being left behind by your competitors and start bringing communication simplicity to business complexity. It’s an important tension to manage! I look forward to hearing your elevator pitch!
P.S. Registration is now open for the 2018 Canadian StoryBrand Workshop. This StoryBrand Marketing Workshop will help you connect with customers, revolutionize your marketing, and grow your company. It will take place at the DeGroote School of Business in Burlington on May 23rd and 24th.
Learn more and register today at http://leadersforleaders.ca/storybrand.