In two previous posts, I interviewed Jeannette Paladino about what makes for a memorable elevator speech – or the term she prefers “Personal Brand Statement.” We continue in this post with more of what she thinks about and elevator pitch.
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How can someone develop a memorable elevator speech?
Let’s try not to use the term “elevator speech” because it has a negative connotation, conjuring up the image of someone trapped in an elevator and forced to listen to someone’s sales pitch. I like personal brand statement much better. Many individuals already have a brand in the minds of people who count. Individuals are often identified with pre-fixes: i.e.: Harvard MBA, Nobel Prize winner, Playmate-of-the-month, 350-hitter, salesman of the year, etc.
Notice that their brands precede their names whenever they are mentioned: “Academy-award winner Meryl Streep”, “Nobel-prize winner Nelson Mandela.”
OK, but what about the rest of us who don’t have a Nobel Prize?
It’s hard work to develop and promote a personal brand. You need to examine all the attributes that could potentially be included in your brand statement. If you are working for a company, your personal brand will be more likely reflect your company’s brand — “I’m an engineer at Google and develop new apps for corporate users.” Wow. That is sure to get someone’s attention right away.
Think how much more difficult to establish a distinctive brand if you are a financial planner. Yet, if you are talking to a Baby Boomer, this is sure to get her attention, “I’m a financial planner and I help my clients to retire in comfort for the rest of their lives.” It just itches for the question, “Really? How do you do that?”
What gets included in your Brand Statement?
As you define your brand, think of the attributes that set you apart from the competition. These can include:
• Technical expertise
• Industry specialty
• Academic credentials
• Awards and recognition
• Reputation of your employer
• Reputations of your clients
• Geographic reach
Will you summarize once again what makes for a successful Brand Statement?
Just try to remember these basics:
• Your brand statement must be simple and easily understood by your targets
• It must offer a distinct differentiator
• It needs to answer the target’s question: “What’s in it for me?”
Promoting the brands of companies and entrepreneurs and helping them to make profitable connections through blogging, on LinkedIn, Twitter and Facebook. Jeannette Paladino, Writer-in-Chief at Write Speak Sell, https://www. writespeaksell.com.
By now if you are thinking about the appeal of your elevator pitch, Jeannette and I know we’ve done our work. And, if you are actually rewording it to make it more appealing, they you’ve done YOUR work! For more of an introvert take on elevator speeches follow this link to where Jeannette interviewed me. And if you want to learn more about how we began our collaboration, where it started, listen to our lively discussion on Free Webinar Wednesdays: “Success Stories From the Trenches.”
I like the phrase “successful brand statement.” Thanks for making the list of what can be included. Very helpful!
Great interview and tips. I also think and you gave the example with the financial planner is to discover the emotional need as it makes it much more relevant.
Thanks Susan. Yes; it’s first talking about what the client’s needs are and as Jeannette says, emotional needs are more compelling.
Pat, I like your idea to rename “elevator speech” to “personal brand statement”. These are great tips!
Great post. Should be shared with all new entrepreneurs and small business owners so they can truly pack a punch about what they have to offer.
Sherryl we definitely need a rename because of the make-me-want-to-puke connotation around the current phrase of elevator speech or elevator pitch.
I think a lot of people trip up here when promoting their businesses. If you can’t succinctly and interestingly describe what your business does then it’s back to the drawing board!