The 4 Foes of Your Message - How NOT to Say Your 30 Second Elevator Pitch
Posted on May 4, 2008
If you’re in business, at some point or another you’ll be asked what you do. The 30 second elevator pitch is your quick opportunity to share who you are and what you do, with the goal of getting the treasured follow up question: “Really? Tell me more.” This is an extremely valuable skill for getting clients, dealing with the media, and finding referrals.
We sabotage our own messages by not being clear on what we do and the results our work brings others. You may say too much, not enough, or project an attitude that turns people off.
I want you to meet The 4 Foes of Your Message. Understand that these behaviors not only keep people from learning how to work with you, they also repel opportunities and dilute your powerful message. If you resemble one (even just a tiny bit) then start taking the recommended steps to be clear and strong with your message
1. The BFF (Best Friend Forever!)
Overjoyed at the interest being shown in you (”They like me! They really like me!”) you rapidly proceed to share the heartwarming story that led you into this line of work, what you used to do and how dreadful that was, the nice way you have your office set up, maybe drop a gossip bomb or two, and pretty soon you’re whipping out the vacation pictures. It’s all about you, you, you. At the very least, you figure they’ll like you and you consider that a victory.
2. The Overqualified Technocrat
Slightly annoyed that people can’t figure this out on their own and secretly wishing a Vulcan mind meld could be performed so you don’t have to illuminate their infantile minds, you proceed to rattle off a series of acronyms and jargon that proves once again, you’re smarter than 98.5% of the population.
3. The High Plains Drifter
Words, who needs ‘em? Why bother with all this fancy talk when you can just say it in plain English? If people want me, they’ll figure me out.
4. The Trophy Hunter
By golly, you’re getting something out of this encounter if it kills you! You’re at the ready with a fake smile, feigned interest, and a steel grip on the poor soul who approached you. This one is NOT getting away, and you’re determined to make a sale, nab them as a new client, get on the cover of their magazine, frisk them for referrals, or any other trophy you can claim. You’ll say whatever you need to say so you can WIN this one!
The 4 Foes do little more than cloud your message and make it hard for people to understand what you offer. Put fear, ego, and desperation aside and take a close look at how you’re communicating what you do and what you know.
According to 30 second elevator pitch expert Laurelle Johnson, when you talk to others about your business, keep in mind the following:
* Be clear and concise.
* Keep your focus on only one service or program per meeting. Otherwise you confuse people.
* Be truthful, honest, and reasonable with the results you claim to create.
Now go back and listen to yourself when you’re talking to others about your work. Check your comfort level and watch if you want to slip into the behavior of one of the 4 Foes. Review your materials and make sure you’re getting your powerful message out there in the best way possible.
With the right words, opportunities will open up for you and the words will flow naturally.
About the author
Nancy Marmolejo is a multiple award winning business owner and recognized expert in business and creativity. Her specialty is raising the earning potential of entrepreneurs by teaching them how to stand out and get noticed as recognized, credible experts.
Nancy has shared expert commentary with numerous media outlets including SmartMoney.com, Latina magazine, Univisin TV, Redbook, National Public Radio, The Fresno Business Journal, The Orange County Register, Orange Coast magazine, Latino Perspectives, the Arizona Republic, and many more.
Known for her creative and spirited style, Nancy strives to not only provide information and services for entrepreneurs, but to do so MEMORABLY. She now teaches other business owners how to be memorable experts who get called upon again and again by clients and the media alike. Get Nancy’s 7 part free audio course by visiting http://www.Viva Visibility.com.
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