Know-How Exchange : Advertising/PR

NuCoPro is exactly right. You need to get prospects talking about their needs so that you can give them an example of how you addressed a similar need for another client once. This should be all about THEIR needs, not about all the things you can do.

Clients need their issues addressed. They don't care what you like to do or do well. Identify the most pressing need and then connect by relating a relevant experience in which you solved the very same problem.

Get them to ask you if you can help them, rather than dumping a list of your skills on them.

Mason,
I'm going against the grain here, but it's been working. Instead of an elevator speech, the response to "what do you do?" is...

"Have you ever been stuck in a place where you need something done and can even get thru to the office and if you don't the deal will fall thru?.....that's my specialty."

Michael

Put it in the form of:

Noun verb (target audience) benefit.

I help small businesses cut their paperwork 25%.

Jodi

Hi Mason,

This is a great question.

Here's a little one-pager I put together affectionately called

The Martini Monologue: How to show
and tell what you do in < :30

You can see it here:
https://is.gd/ozyp

Trust this helps.

Tia Dobi
[URL deleted by staff]

I actually believe in using that 30 seconds to NOT sell my business, but to sell more TIME. In other words, I'm selling them on spending more time with me. I would do that by withholding information instead of giving it. If they are interested enough, they'll knock down your door to find out more.

It could be an extremely interesting story, a magic trick (used very often in trade shows) used to illustrate a point, etc. The most important thing is the benefit. Take the biggest benefit your customers gain and focus on that. But, the key is not to just say what the benefit is, go one step further. Find sensational examples of what they could DO with that benefit. Give them a scenario that will really connect to them on an emotional level. Tell them that you can provide that to them, and that you'd like to talk with them about it. Set up a meeting time, exchange cards, etc.

If they want to talk right then (and you don't mind missing your chance with all the other potential customers you could be meeting), suggest you change locations. It's a psychological trick. Have them sit down so they aren't antsy to leave.

A good way to start this elevator pitch is to ask an intriguing question that will get their attention and start them thinking. Something like "How would it change your business and life if you had 25% more time?" and then go off of what they say to tell a story or paint a scenario. If they answer, "we'd make more money" you could ask "How would your life change if you made more money?" or "What would you do with that money?" Then take what they say and run with it. Tell them you could make that happen and would love to tell them about it at a better time. Set up a meeting, exchange cards, etc.

The salesmen who are successful in 30 sec. pitches are the ones who sell them on more time first and turn the 30 sec. into 30 minutes. That's the key! :)