Today’s article was contributed by guest author Avery Manko from The Manko Company. Thanks Avery!
I suggest a short, well-designed commercial known as an “elevator pitch.”
Imagine getting on an elevator and the person standing next to you asks what you do for a living. You now have less than a minute to pique their interest and hopefully get the opportunity for a future conversation.
Wouldn’t it be great to have something planned for such an occasion?
Let’s do it.
First – Create an Intriguing Yet Vague Headline
In order to craft the perfect elevator pitch, you first need an intriguing yet vague headline. I suggest something short and unusual.
If you lead off with “I sell insurance” you lose the listener at the beginning.
Second – Explain Who You Work With
Let them know the characteristics of the people you want to work with. This statement needs to convey to the listener a little bit about your ideal client.
Typically, the statement begins with the words “I work with…”
Here are some examples:
“I work with people who own homes and businesses in the Philadelphia area”
“I work with people who own more than one home.”
This is your chance to let the listener know what kind of business you’re looking for.
Third – Give an Example of Solving a Problem
The third step is to give the listener a short example of how you solved a client’s problem.
Typically, these statements start off with “I recently helped a client…” or “A business owner was referred to me looking for ways…“
Here’s an example of what this statement may sound like:
Be careful, the statement should be no more than 3 sentences otherwise you may sound like you’re selling.
Fourth – Explain The Insurance Part
Now you’re going to let them know who you are and that you’re in the insurance business but you need to do it in a way that maintains the curiosity.
Perhaps it would sound like
The purpose of the statement is to create a distance between you and your competitors by letting the listener know that you specialize.
Let’s Put It Together
So here’s what it sounds like when you put the whole thing together:
Finally, here’s a few tips:
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