by Kellie D'Andrea
http://www.kelliedandrea.com
©
2009
One of the most important things a business owner
can do is learn how to speak about their business to others. Being able to answer
the "What do you do?" question and sum up the unique aspects of their
business in a way that excites others to inquire more in a brief and concise manner.
This is often called the elevator pitch for the intended time it takes you to
ride an elevator. Can you answer the "what do you do?" question in 30
seconds or less and entice your audience to want to learn more? Sometimes going
back to the basics is the best approach to learn a new technique. Just remember
the ABC's.
A. Audience
Know your audience
and the specific needs your product and/or service serve. You want to be able
to drill down to your ideal customer (your niche) and be able to target their
demands in your elevator pitch. Many business owners have no idea who their ideal
customers are or how to drill down and target their demands, so one way to set
you apart is to really understand your target audience.
B.
Benefits
What value or benefits are you bringing to your
audience? Be concise and be specific. Many business owners are either too broad
in this statement or confuse features with benefits. A benefit statement is always
from the buyer's point of view and what they receive from using your product or
service. For example, increased profits by 22%, reduced risk, created 18% efficiency
resulting in higher profits, etc.
C. Creative Offering
Now,
imagine searching for one exact fish in a very large pond and all you have is
one "hook" to reel that fish in. Now next to your hook are thousands
of other hooks that your competition has casted into the same pond. If you don't
know what will make that one fish bite on your hook, you will be landing your
fish by luck rather than by skill. Being able to develop your marketing "hook",
specific to your fish, will require you to know exactly who your customer is and
the benefits you bring to them. This will entice them to buy from you. Your creative
offering should be why you are different. Many competitors are bringing the same
benefits to your target market. So, why are you different?
You
know your business better than anyone and you are the best suited to show your
passion about what you do. Allow your passion to come through and speak from your
heart. As long as you understand your audience, what specifically you do for them
and in what unique way, you will master the elevator pitch.
About the Author:
Kellie D'Andrea is the creator of the BLAST 90 Day Coaching Program and teaches
biz owners how to build the business of their dreams for a life of freedom, profits
and fulfillment. Interesting in growing your business, sign up for her FREE mini
course "The Empowered Entrepreneur" and learn how to take the journey
to freedom, profits and fulfillment at http://www.kelliedandrea.com
NBA
Benefit Provider - BizFilings
NBA
Resource Article - Speak Like
a Pro
NBA
Resource Article - Public Speaking
- Lock, Talk & Pause
Reprint
of this article does not constitute an endorsement by the National Business Association;
the article is for informational purposes for our members and viewers of our Web
site.
