“Learning to speak and write in a comfortable and natural way about what you can do to help others is not only a marketing function, but also a part of your service in the world.”
In this program, “YOUR BRILLIANT ANSWER,” we support you through a step by step process. We help you to decide what you want to say to your prospective clients and broadcast to your community, whether online or off, whether in person or in writing.
Your Elevator Speech
Your One-Minute Conversation
Your Leading Questions
This is a fancy term for the words you use when you meet someone who asks, “What do you do?” and you only have time for a sentence or two. In some ways your elevator speech is the hardest story for you to compose because you have very little time to both convey who you are, who you serve, and the problems you solve. That sounds like a tall order, and it is!
However, if you’re clear about the kinds of people you want to serve and what you want to offer them, you have a place to start. In every case you want to convey a clear sense of what you do for a living and how you help people.
A good elevator speech is dense and rich in both detail and meaning.
The formula for a memorable elevator speech includes two components:
- The ‘I AM’ statement
- The ‘WHO do I serve, and WHAT problem am I solving’ statement
Your one-minute conversation is a longer, more conversational version of your elevator speech. It comes in handy in a hundred situations. It is rarely delivered in its entirety; the parts of it are often woven into a conversation with another person.
For instance, it comes in handy at a networking event when you’ve already started a conversation with your elevator speech and the person you’re talking to wants to know more. It’s useful when you meet a friend on the street and he asks you, “So, what are you up to these days?”
While you can’t (and shouldn’t!) truly plan every conversation, the point of having a one-minute conversation is to keep top-of-mind some of the main things you hope to get across when the opportunity presents itself.
It has three parts.
- An ELEVATOR SPEECH to begin.
- A NEEDS STATEMENT in the middle section. (2-5 sentences which speak in detail about the problems and pain your clients are experiencing).
- A HOW I CAN HELP statement to conclude.
Leading questions are what you use to get the attention of the people you hope to work with — especially in Facebook ads, brochures, e-books, workshop titles, website headlines, and more. These questions are carefully chosen to honestly meet your prospective clients right at their point of interest and need.
Leading questions help you reach out to others in a memorable way so that, if they have a problem and you can solve it, you will catch their eye and your conversation can deepen.
Refining your way of attracting new clients is a high service to perform for others.
Everyone is looking for an answer to their problems. If you can provide the answers they’re looking for, you must be clear in speaking about it. Maybe it’s you they’ve been looking for all this time…