Replace Your Elevator Speech With Your Elevator Story
Recently someone said to me, “I’m getting bored with my own elevator speech. I feel like I’m putting everyone to sleep … even me.”
No wonder. My own intro to elevator speeches was the Basic Option 1: “You know how stressed-out people get when they are changing careers? Well, I have a three-step system …”
Then there’s the variation, “I work with stressed out corporate executives who want to find a new career while they’re still employed.”
As a copywriter, I get tempted to add an edge to these openings. We could suggest something like, “I work with corporate executives who are one step away from a career meltdown, but want to stay employed while they … ”
Sounds good … almost too good. Good copy is invisible, like good authors of novels. When your audience starts to think, “Wow, that’s really clever!” they stop paying attention to the message.
It’s like watching that commercial where the dog gets a beer from the refrigerator and then we hear lapping sounds. I loved the commercial but couldn’t tell you the brand of beer.
Instead, take another page from the copywriting books and create your elevator story.
Elevator Story Examples
Some time ago I met a prosperity coach who opened with, “I help clients manage their finances. For example, one client was a recently divorced woman who just suffered a devastating financial loss. She was afraid she’d have to declare bankruptcy. Two years later, she’s living in her own home and buying investment property.”
Everyone in hearing distance leaned over to ask her, “Can I have your card?”
One of my own stories goes like this:
“For example, one client had a beautiful calling card website but all the revenue came from face-to-face networking events. We overhauled the website, added an e-course and created a section to showcase her services. Now the website brings in serious inquiries. She’s beginning to close sales after a single phone call.”
Now … what’s *your* story?