How do you make that first impression with your elevator pitch or marketing message memorable? That is the question that every person who goes to a networking event and meets new people wants to know. So often, it is an exchange of business cards that end up becoming a stack of papers left on your desk which are a list of people that you cannot remember and never followed-up with. Even the best of networkers sometimes don’t follow-up or have a brilliant marketing message that others remember. That one person that you met and never followed-up with could have been the person that opened the door to opportunities you could only have imagined. If this is this case, why do so many entrepreneurs and sales people not have a brilliant marketing message or elevator pitch to answer the question what do you do? My guess is that they don’t know how to put one together that does not sound like a sales pitch but sounds more like a memorable sound bite. Here are a list of some of the characteristics of a brilliant marketing message:
- It is focused on your prospects needs, wants and problems.
- It positions you or your company as an expert and problem solver.
- It is said in a way that is memorable, upbeat and easy to repeat.
- It is brief, specific and believable.
- It uses words that a seventh grader can understand and eliminates technical jargon.
- It is focused on what you can do for your clients.
- It has a call to action which prompts your listener to want to know more.
This sounds easier said than done. Here is an example of a marketing message that I created for one of my clients who owns a green cleaning maid service. When it comes to cleaning your home, go green and have your house proud to be seen. With a staff you can trust and quality standards that can’t be beat, you can be assured you will have a home that is immaculate and neat. At Maid Brigade, your satisfaction is guaranteed and we strive to meet your every need. You will have it made with maid brigade. Call today for a free quote to learn how you can “go green” and keep your home environment safe and clean.
What is important about your marketing message is that when someone hears it, they want to know more about you and they are thinking about how it can help them or someone that they know. It can rhyme like the one I created or can be serious but it must convey what you do, who you do it for, the problem you solve, why you are unique and have a call to action. Using props is another way to make your marketing message memorable. In the case of the maid service, they could use erasers that have their name on them with a sentence that says, it is no mistake when you use Maid Brigade to clean your home, it is the green clean choice. It is easy to have something like that imprinted on an eraser and give them out at networking events or anywhere. The idea is to reinforce your message and branding.
There are many common mistakes that people make when creating an elevator pitch or marketing message. Ten of the most common mistakes to avoid include:
- Not identifying your ideal client. Remember Rhonda’s Rule: The smaller the niche, the more you get rich.
- Not articulating the value of the product or service you deliver. Your message is about what your client receives, not what you do.
- Starting your elevator pitch by telling your listener “My business is…..” People want to hear about your talent, not your title.
- Having a long memorized message that sounds like a sales pitch rather than a conversation.
- Using technical language that only people in your industry can understand.
- Telling your title and not your talent. People want to know what you can do for them.
- Not making your message memorable by using rhyme or referring to something that people can identify with.
- Not having a call to action such as a free report or consultation that can be taken advantage of.
- Being too general and vague as to what you do making your listener have to guess or worse yet, tune out.
- Delivering your message in a monotone without expression. You will lose your listener before you start.
You never know when you will meet a someone who asks you what you do. It is important to be able to tell someone about your business in a way that sounds conversational and leads to further discussion. It is not meant to be a sales pitch but an opportunity to share with someone what you do in a way that may evoke further conversation. A better way to ask someone that you meet about what they do is to ask, what you like best about what you do. It is likely they will talk about something they are passionate about. Try this and see what happens. You may not learn about what that person does for a living but you most likely have a lively conversation. People love to talk about themselves and just opening the door to learning more about someone can lead to things you never imagined.
I write slogans and marketing messages for all kinds of businesses. If you would like to try your elevator pitch or marketing message out on me, please email me it to me at connectwithunow@yahoo.com and I will give you my honest feedback. Until next week, go do what your mother taught you not to do, talk to strangers and master the “f” word, follow-up and see what happens. My prediction is you will be asked “what do you do”? more often than you think.
Rhonda L Sher: The Sloganator Rhonda L Sher was born talking. She fell in love with words as a child and has never stopped communicating since. Her father once commented that she was vaccinated with a phonograph needle. Not only has Rhonda inherited her father's humor, but it's that quick wit that has become the signature that has helped propel her clients to stardom.Acclaimed Keynote and workshop leader, Rhonda has authored two books, "The 2 Minute Networker" and "The ABC's of LinkedIn," "Get LinkedIn or Get Left Out" as well as numerous action guides, articles, workbooks, jingles and corporate slogans.
In addition to writing, Rhonda uses her gift of gab as a featured keynote speaker, consultant and corporate trainer throughout North America. She has successfully taught hundreds of business men and women on the art of business networking and written hundreds of elevator pitches and slogans.Rhonda's greatest talent lies in her ability to create fabulously catchy slogans that are memorable, upbeat, easy to repeat and create instant brand identification. In addition to the books, audio and video, Rhonda creates slogans and taglines for her clients which are memorable, bring them business and make them, money. She works with you to create a corporate slogan for your business that sets you apart from your competition. Her creativity and energy will tap into your customer's mind and have your phone ringing off the hook with new business.
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