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How to Create a Client-Attracting Elevator Pitch – the “5-Second” and the “1-Minute” Elevator Pitch
Today we’ll explore one of the most important elements of marketing your coaching business: your elevator pitch:
1. Why you should create a powerful elevator pitch?
2. Explore a simple formula to help you create your powerful elevator pitch.
3. Explore several sample elevator pitches.
How often are you asked “What do you do?” or “What do you do for a living?”
What is your answer? I’m a life coach…? …relationship coach? Yes, that could be a conversation starter or it could lead to an “A’ha, that’s interesting” – end of conversation. Answering with your elevator pitch would a stronger answer, as that often helps you identify if the person you are talking to is a potential prospect or not. The elevator pitch often generates a conversation around your statement…
WHAT IS AN ELEVATOR PITCH?
An elevator pitch is a statement that can be delivered in the time it takes to chat with someone during an elevator ride; or ten to thirty seconds. There are of course 1-minute to 2-minute elevator pitches for those times when you see an obvious interest for your service. We’ll chat about each below…
Your elevator pitch is the powerful tool that will either help you generate more clients or it’s a jumble of words that keeps you yearning for clients…
My first elevator pitch was something along the lines of “I work with individuals who want to transform their dreams into reality” – which basically is not a bad elevator pitch; I even got some free sessions, after all, who doesn’t wish to transform their dreams into reality… But did not get enough business out of those free sessions, as many of my potential clients’ dreams were “bigger than life,” such as wanting to own their own business, but they worked for $10/hour and could not stop working… and had to take care of their kids after work hours. Or wanted to become singers and models; or they were overweight, unhappy, and very lonely and wanted me to help them find a mate… (actually, this client did sign up with me and we had some minor successes – about a year into our coaching she’d joined couple of organizations and got involved in them and even had her eyes on some potential suitors…)
I often find that many coaches – and other professionals, such as consultants, speakers, etc. – either have a weak elevator pitch or some don’t have one at all…
Do you have one? Is it a general one or is it niche-specific?
“I help you get from point A to point B” might sound like a cool elevator pitch to some, but for most prospects it sounds like “Blah, blah, blah… whatever…”
Create a “One-Line” Elevator Pitch (3 to 5-Seconds)
Try to be more specific, including the pain/challenge/strong desire that your target market experiences, for example:
“I help small business owners increase their profits while helping them create more balance and fulfillment in their life.”
“I work with professionals who hate their jobs and are ready to transition into the career of their dream…”
“I work exclusively with realtors, helping them generate more leads and close more deals. I guarantee you sell your property in 30-days, or I don’t get paid” (this is the actual elevator pitch of a realtor I know; and yes, she does end up working for free once in a while, but she has so many clients, that she can afford those “once in while” pro-bono work)
What did you notice in common in the above three elevator pitches?
1. They highlight a pain that they propose to solve (increase profits/create life-balance – most small-business owners struggle with generating enough profits and often spend their lives running their business – or rather “the business runs their lives…”; “Help professionals who hate their jobs…” again, there’s great pain and they are willing to pay to end that pain…; “Help realtors sell in 30-days…” – many realtors struggle to sell their properties for months and at times for years. This coach is a busy coach and usually she delivers on her promise.
2. Each of the elevator pitches are niched: struggling small business owners, professionals who are unhappy with their jobs, and realtors. Some of these niches are broader – small business owners and unhappy professionals – and some are extremely narrow, such as the one who caters to realtors.
As a rule, the narrower the niche and the greater the pain that we propose to solve, the more powerful our elevator pitch can be, as well as the easier we’ll attract clients.
3. Each of the elevator pitches are short and to the point.
You can create a powerful elevator pitch ONLY WHEN you have chosen a specific niche… With that said, I did hear some well crafted general-coaching elevator pitches as well, but they’ll rarely will be as effective as a targetted elevator pitch to a specific niche.
And “niche” does not have to necessarily mean a real narrow segment of the population, though that would help. The word “niche” can mean many things: for example you can help managers deal with overwhelm and become more organized/more effective. This is a pretty broad niche, but one that solves a major pain that’s out there and you can coach managers of small-businesses as well as CEOs; of course, I highly suggest to coach primarily individuals whose pain you understand. If you never worked for a corporation, you might not really understand a CEO’s challenges; and you might have the right tools to coach this individual, but it’s a bit harder to attract them… unless your website is filled with some powerful articles, videos, etc. that shows this CEO that “yes, this coach is exactly what I need – she understands my pain.”
Your elevator pitch is almost like a magical key to new clients.
Have the right “key” and you’ll open the wallet – I mean – the hearts of your prospects to the possibility of hiring you as their coach. So take 30-minutes – or if you need to, take 30-minutes a day just to think about who do you want to serve… and create an elevator pitch that is in sync with that niche. [if you need help with picking your niche – and you have not downloaded this resource yet – remember there’s a Niche Discovery Worksheet in the Niche Marketing eBook, available on this page: http://yoursuccesschecklists.com/niche — also visit http://sbinfocanada.about.com/od/marketing/g/uniquesellprop.htm for a definition of the Unique Selling Proposition (USP) – can help you with creating your 1-line elevator pitch]
7-Step formula for creating your elevator pitch
Once you know who you want to serve, here’s a simple 7-Step formula for creating your elevator pitch:
1. I + action verb (help, guide, teach, provide, present, aid, assist, support, give, evaluate, assess) + negative emotions being experienced (frustrated, overwhelmed, clueless, demanding, frightened, desperate, struggling, angry, concerned, worried) + 2. ideal client description (dog lovers, young adults, chronic pain sufferers, overweight wo/men, homeowners, business owners, brides-to-be, new mothers) + who want to (what they want – increase their profits, find the relief they need, become fit and healthy) + 3. solution (discover a process, learn a fast and easy way, create the perfect solution, uncover the best method, determine the number one reason, realize the best course of action, find the dramatic solution, position themselves, place themselves first, find out everything they need to know) + 4. benefits – “so that they can…” (list 3 benefits – live a pain free life, build the business of their dreams, feel they’re getting the most value for the money they pay, receive the highest value, obtain the best guarantee, receive award-winning service, receive the highest level of expertise at the lowest possible price).
“I help frustrated dog lovers who are tired of their dogs ruling their lives discover a simple process that will put the dog owner in charge so that they can finally enjoy greater times with both their pets and with friends and family”
“I help frustrated small business owners who want to develop a marketing program that is affordable and easy to execute and help them implement the exact strategies and tactics they need so that they can instantly generate more leads, attract more clients and generate healthy profits.”
That’s it for today! I hope you found this useful and hope you got some ideas on how to create – or improve your existing – elevator pitch…
Post your elevator pitch in the Comments box below – let us know what you do…
Once you have your elevator pitch…, now what?
- Attend the networking events you already scheduled, and get out there and knock ’em out (I mean, use your elevator pitch – test it out);
- If you have not scheduled to attend a networking event (which means you slacked off on one of your assigments 🙂 ), do a search for them in your community and neighboring communities, and put them on your planner (find out if there’s a fee / how much / is it open to public? ) Most local newspapers also have a section where they list networking events.
- Contact 10 peope – ideal pottential clients – and introduce yourself and your services! Don’t be to verbose – keep it short and to the point.
– Contact linkedin connections (hopefully you invited many ideal clients to connect with you – if not, put that on your planner too — we’ll cover LinkedIn strategies in a few weeks)
– Contact other social media connections, letting them know about your new direction in career… ask for referral… ofer a referral bonus
– Contact friends and family
– Be creative – COMMIT to contacting at least 10 people a day and let them know what you do — if you have an irresistible offer or an upcoming event (teleclass, webinar, live event), let them know where they can sign up for it
If you do this little exercise (Contact 10 ideal clients/day), you’ll start getting clients… today… in a few days… or in a few weeks.
The Client-Attraction “equation” is pretty simple:
SLFS + FS = $$$s
Someone Looking For Solutions (your ideal client) + Finding the Solution (your coaching services) = Client$ and Prosperous Coaching Business
Once you “absorb” and apply the above formula, you’ll never be without clients ever again… (!) To apply it effectively, though, you must know who you are serving (target market) and be clear on what you are serving to them / how do you help them / what problems do you help resolve / what major desires you help fulfil (niche).
Right now there are people out there who are struggling and looking for a solution to their problem – if you don’t let them know you exist, you are ripping them off the opportunity to improve their lives. Be nice and don’t let your ideal client struggle… and perhaps hire someone else to solve their needs… Connect & Collect 🙂
Till next time,
Your Client-Attraction & Coaching Business-Building Mentor
PS – don’t forget to post your elevator pitch below – both the “one-liner” and the longer one… and let me know what you think about the “10-connections per day” – do you find it doable? If not, why not?
Are you a member of myClientAttractionAcademy.com? If yes, you might find these links useful:
* Don’t let the “$Million Message” derail you – it might sound like hype, but it simply suggests that with a great Elevator Pitch, you will generate more clients…
More Video Tutorials You Might Find Useful…
- Marketing 101
- Business Growth Secrets