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How’s Your Elevator Pitch? 9 Tips to Make It More Effective

You have an unexpected opportunity to sell your big idea or new business venture to a potential new client or investor.  The research shows that you’ll have NO MORE than 30 seconds to deliver your best pitch.  Are you ready?!

If you own a business or are developing a product or service looking for clients or possibly investors, you should have an effective elevator pitch in your hip-pocket, ready to deliver at a moment’s notice.

Your business or idea is great.  An elevator pitch identifies and delivers all that greatness in as little time as possible.

Too often we get excited and caught up in the details of our business, and want to share the all of the intricacies about why it’s so amazing when we have the opportunity.  Consequently, your elevator pitch can lean more towards a lengthy preamble evolving into an even longer monologue of endless details describing not only your company but each of your products and services.

The result:  a bored, uncomfortable and, ultimately, disinclined listener eagerly anticipating his, or her, escape.

Tips to developing an effective elevator pitch

Here are some easy tips to help you deliver the pitch that grabs attention rather than loses it:

Keep it short – say as little as possible.  This is a fast-moving social media culture we’re living and working in.  As stated earlier, your time will be limited, plan for as little as 30 seconds.  The points to follow will help you refine exactly what you’ll say in such a limited amount of time.

Identify, define and REMEMBER your vision.  Get in touch with why you started your business and what’s exciting about it… to you! You don’t want to sound like a sales pitch, you want your listener to connect with what’s exciting about your product or service.  If you aren’t connected to the vision behind your business you can’t expect your listener to connect with what your selling.

Know intimately your value proposition.  Know exactly, intimately and in precise detail, what makes your business, product, service, unique and of value.  This is what you’re selling.  Understand it. Own it.

Authenticity wins.  Don’t waste valuable time trying to impress with industry jargon.  Get straight to the point with real language to share what you’re doing, why it’s exciting for you and what’s in it for them.

Who is your ideal subject:  Investor?  Client?  Employer?  Make yourself familiar. One size DOES NOT fit all.  Take a long think, and imagine who it is you want to be pitching to. Who are they?  What do they care about? What do they need – what is their problem (‘pain point’) – and how can you provide for, or solve, it?

An understanding of whom you want to target and what drives them will provide you with the insight you need to help draft your 30 second pitch. If you can identify your subject: the ideal investor, client, employer; you can refine your pitch so it feels the perfect fit for that special listener.

Your pitch is simply the the start of what will be an actual conversation. Is your listener nodding attentively.  Is she interested asking questions. Connection!  Now’s the opportunity to delve further into the details.

Ask a great question.  Don’t forget a simple and fairly universal human fact: what we all love to talk about most is ourselves. So, it can’t be all about you.   Get them talking about something that is meaningful, important, significant and compelling to them.  If you can get your subject talking about himself in a meaningful way, establishing a connection with you, you’re increasing your chances for real memorability. Also, they might just be that much more receptive to your offer to continue the conversation and, eventually, to your offer to take the next step in the journey of becoming your next ideal client or giving you money.

Depending on the company, you might find this tip gets immediately catapulted to the top of the list. Read your room!

Denied?  Don’t get caught up in the rejection. The entire process from concept to draft to delivery, offers you the opportunity to better identify your vision, your ideal listener and better hone your spiel.  If it doesn’t connect, so be it.

Lastly, practice! It’s natural for a new pitch to feel awkward at first so the key is to practice it until it feels natural and meaningful to you. Then breathe and smile. Your elevator pitch will come across much better when you’re relaxed.

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The Marketing Funnel of Love: Content Marketing and Funnelling Leads

Marketing your business online can seem enough of a burden that many simply don’t even want to get started (see last post!).  

It wasn’t that long ago that adverts in the local paper, perhaps a radio spot or even a billboard were what you did to let people know you were out there.  It was a relatively known quantity, probably a sure thing at raising the profile of your business and, let’s face it, wonderfully passive.  Pay for a spot, whether it be magazine, TV, radio or billboard… and wait for the phone calls.

Build it, buy ad space… and they will come, right?

Not so, this brave new world of Internet marketing.  Marketing  your business has become a decidedly impassive endeavour.  It requires far more engagement on the part of business person to encourage engagement and, ultimately, legitimate leads on the part of the target market.

Developing leads and increasing sales through the use of blog and/or social media :  creating useful, engaging and perhaps even inspiring content can be the difference between converting a new customer and making a sale or not.  If you’re looking to dip your toe into the roiling waters of what is now known as content marketing here is a bit of an introduction to the route both business and prospect have to travel.

The Content Marketing Funnel is a great tool to help visualize the phases a prospect must experience to go from cold to client. 

Blogs are fantastic facilitators of awareness

… but do very little to facilitate evaluation and conversion.

Unfortunately, most content marketing stops at blogging.  Without a doubt, blogs play a major role in content marketing, but they’re only a part of the bigger picture. You might be surprised to learn that, in most cases, a blog is not actually the most lucrative form of content marketing.

Your content, from blog to social media to email to podcast, helps to set you apart from your competition.  It serves to elevate you as an authority in your market and engages and hopefully grows your community and target audience.  But without providing the necessary content to close the deal, fulfill evaluation and conversion, it’s essentially for naught as I’m sure you’re already painfully aware, it’s these steps that are essential to the growth and success of your business.

Certainly as you consider what takes a cold prospect to paying customer the Content Marketing Funnel will provide you a foundation, some tried and true steps, that can ensure you are growing the awareness, leads and conversions that will grow your business.

Content marketing must incorporate the Marketing Funnel.

Content Marketing Funnel Explained

For that prospect who has no clue who you are or what you do to become your customer they’ll need to travel this funnel.  Let’s take a look at what lies ahead of them in more detail:

  1. Awareness – your prospect must, of course, first become aware that there is a problem and that you and your business have the solution for it. What facilitates the awareness is the content you provide them at the top of the funnel. This is where you dazzle prospects with your informative and entertaining blog posts, photographs, social media updates, graphics, email & newsletters and anything else you might present in digital, audio or print form.  This is your opportunity to educate, inform, inspire and, wherever possible, entertain.  This is often where most content marketing ends.  Make sure you are providing the appropriate content that moves prospects to the next step…
  2. Evaluation – This is where potential customers evaluate the multitude of choices available to them.  This includes what you’re offering as well as that which is offered by your competitors.  Bear in mind, one of the choices is also to take no action at all.  At this stage what are you providing that keeps them moving through the funnel? Coupons or discounts, free resources, maybe simply a quiz or survey to guide their interest. Host a contest or an event, maybe a webinar offering a free introduction to the solution you’re providing.  Don’t forget about testimonial or client stories!  These are fantastic opportunities to provide the confirmation prospects need to move on to the next phase of the funnel.
  3. Conversion – Calls to action!  The moment of potential action… a decision has been made and your lead is buying what you’re selling, so give them ample opportunities to make it so! What was once a prospect needs as many clear opportunities as you can provide to be converted into customer.
  4. Purchase – Ka-ching!  But will it be one purchase or an ongoing relationship resulting in a repeat customer?

 

There is a lot to consider as you lay out your content marketing strategy – a necessary step!! – and the Content Marketing Funnel is an integral part of understanding exactly what steps your prospects will need to travel in order to convert to paying customers.

Want to see what a Content Marketing Funnel might look like for your business?  Scroll down and get yourself a FREE consultation!

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Getting someone to do what you want

Two questions to getting someone to do what you want.

When people have their own reasons for doing things, they get done.  bottom line.

Whether it’s your colleague, employee, boss or teenager, unless you can glean from them what their motivations are, or what it is that sparks their reasons for doing something, all the nudging, bribing, threatening and pulling your hair out will only result in superficial, temporary change at best; frustration for everyone involved at worst.

Getting your way in a way that works for everyone

Perhaps you’re needing more input and involvement from a co-worker.  you need more participation from her, but she’s less than motivated to bring her best.  do you coerce her?  threaten her?  throw up your hands and just do the work on your own, pissed off that you’re stuck, yet again, carrying the load?

What is the trick to establishing buy-in?  particularly if it’s a difficult task or concept?

What you need is a strategy that actually inspires the other party, creating a motivation that is their own rather than something that’s being imposed upon them.  because, by and large, on some level we all resent being told what to do.

So, let’s not…

Instead, let’s consider the impact of two questions in getting someone on the same page and contributing what you need, regardless the situation.

Persuasion expert, Dan Pink, demonstrates that with simply two questions, when used together, are dramatically effective in persuading others.