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When you know how to concisely describe what you do, in a way that you are proud of -- and that others understand -- your business self-identity is clearer and stronger. Several things happen as a result:
Your marketing becomes more resonant.
When serving clients, you feel more powerfully You.
You know how to answer -- in an interesting way -- when someone at a networking event asks "So, what do you do?"
To come up with your "elevator speech" answer these questions:
1. Who is your ideal client? Describe the type of person whom you love to serve and gets a lot out of working with you. Maybe they are a particular age range, or in a certain life stage, or a specific place in the transformation journey, or are a certain profession.
2. What is the main problem you help them solve through your service, or, what goal do you help them achieve? Say it in a way that the listener can relate to.
3. What is your credibility in providing the service? For example how many years have you been doing it, or approximately how many clients have you worked with, or what training do you have, or where has your work been featured?
4. Briefly share a case study of how a client transformed because of your work, or what clients say about you.
5. What sets your service apart from others who provide something similar? For example if you provide an alternative healing modality how does it contrast with a more mainstream type of healing? For whom is your modality best or in what situations?
The following are more optional, and can be used if you have more time with the listener:
6. What is your modality? Describe briefly how it works.
7. Connect your service to a larger cause in the world. Why do you do your work?
If you use this formula, you will be better at describing your service than most business owners!
Write it down. Memorize it. Practice it in front of a mirror. Or record yourself on video (i.e. with your phone) and then watch it and see what you can improve.
Like an actor diligently practicing her lines, keep practicing your "elevator speech" until every phrase and nuance is infused with meaning or delivered with passion.
Your answers to the question above, and your speech, will evolve with time, as you come to better understand your strengths and who your ideal clients are.
I welcome you to comment below and share your current elevator speech!
And if you want a buddy to practice your speech, comment below and say you are available to buddy up.
Get together with a colleague for 15 minutes on skype video and share your speech. While you are sharing, have your buddy write down what they heard that they found meaningful and memorable, as well as what they heard that was boring or confusing (so you can leave those parts out in the future.)
Try this exercise and see how it influences your business and marketing!
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