How to Craft The Perfect Elevator Pitch

Today's Ask the Expert post is from Robyn Mather, a personal brand expert who led a recent Mix, Mingle, & Learn event.

Hello again! A few weeks ago I wrote about why it is so important to clearly communicate your ‘why’ with potential customers. I dove deeper into the topic in a Mix, Mingle & Learn workshop, walking attendees through the process of creating an Elevator Pitch — or, what I like to call a Power Statement. Don’t fret if you couldn’t make it— we’ll go over all the steps you need to take to craft your own Power Statement that speaks clearly to your own target customer. 

Below are the Power Statement building blocks to help you clearly show prospects that you’re the solution to their problems.

Power Statement Building Blocks

1. WHO Are You?

What’s your title? Get creative. Go big and bold. List all the different ways you can define yourself, ie. expert, coach, advocate, specialist, stylist, consultant, champion, partner. Circle the options that resonate most with you in this moment. Remember, this choice isn’t permanent, you can change it as you and your business evolve and grow. Keep it to 2-3 words, tops.

2. WHO Are ‘Your People’? 

Time to hone in on the audience you want to serve: who needs what you’ve got and is willing to pay for it. The more specific you get, the more clearly you can speak to their specific needs and the win their business. Identify them by profession, skill set, character traits, value set, geography, age, family situation, etc.

Example: Gen X moms, first-time millennial home buyers, busy working women with pets, millennial families with food allergies, etc. 

3. WHAT Problems Do Your Potential Clients Face? 

List at least 5 distinct problems, issues, pains, challenges predicaments, worries or fears that this target market faces– even if they seem unrelated to the services you offer. 

Example: If you offer meal prep services, their challenges could be: they have no time to prep, shop and/or cook, they want to provide healthy meals for their family, they’re tired of typical take-out, they’re worried they’re not creating strong family traditions for their children, etc.

4. HOW Does Your Service Solve These Problems? 

For each of the challenges/pains listed, spell out your solution – what results do you produce, what can your clients expect to get out of your work with them? Another way to think of it is what are the outcomes your client receives from working with you? For instance, outcomes could include saving time, saving money, gaining more freedom, achieving prosperity, selling their home, finding a new career, booking their dream vacation, throwing great parties, experiencing less stress, eating healthier, getting unstuck, planning for the future, creating their perfect home, etc.

Example: If the challenge is, “They have no time to prepare meals,” your response to that might be:

 My meal prep services take the pressure off my clients and creates more family time.

The solution is not your service per se, but the time-saving result your service translates into. (Notice that this could apply in just about any industry!).

5. WHAT Emotional Gratification Do Your Clients Get From Your Services? 

No matter what your business is, you need to be able to tap into the emotions that motivate your target prospect. For example, your client may feel a sense of “pride” because you helped them improve a skill, or they may feel “relief” because they’ll more easily meet some legal requirement, or they may feel “joy” because you captured beautiful portraits of their family, etc. List out as many emotive words that relate to your audience.

Create Your Power Statement

Put the above words and ideas together in a power-packed 2-3 sentences loosely following this formula. Get comfortable with the heart of your message and give yourself the freedom to refine and evolve as needed. And, when you sprinkle in aspects of your Big Why, it makes your message truly unique and memorable. Remember, this is a tool to assist you in crafting clear communications that will draw your target customer directly to you. Increasing confidence in your delivery comes from practicing it, owning it and believing in your outcomes. 

I’m __________________________________________________{name & title}. I work with/teach/help/support _______________________________________{ideal client}, who ___________________________________________{problem}. Together we ________________________________________________{benefit they receive}.
I am passionate about this work because _____________________(your story, in a sound bite)."

For example: 

My name is Tami Smith and I’m a health consultant. I teach women who are struggling with their weight to increase their energy, erase old patterns and eliminate the diet yo-yo, so they feel 10 years younger. I know first-hand how difficult it can be to make permanent lifestyle changes as I recently lost 55 lbs. and have kept it off for over a year.

or

I’m Julie, a Boston-based wedding and events planner. I create personalized events that are a reflection of your values and style. My passion for details and design and my love of the planning process make it possible for you to be carefree at your celebration.

Next Steps

Practice and share your Power Statement everywhere, for instance on your Pepperlane profile, in your social media posts, when networking, in your printed materials and newsletters and elsewhere! 

 
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Robyn Mather is the founder of A Social State of Mind, a boutique communications company offering personal brand development, social PR, trainings and workshops for business leaders, individuals and teams.