Describe your value. It should be something that you can do anytime. It should be direct, simple, and understandable to grab the attention of your prospects. However, the key to say something compelling is to avoid blanket statements and generalizations about what you do. When you describe your value, it should be interesting to the person you’re speaking with.
Here is a simple (yet powerful) formula for creating an interesting elevator statement that works:
- Focus your message on a target. Focusing on everyone with more than $1 million to invest is not a target. Be specific.
- Describe what they want that you offer. What does your target market truly desire?
- Share how you are different than most. You don’t have to be uniquely different from everyone, just offer a key differentiation.
- Have a story that proves it! Give an example of what you do.
Below is a statement from a financial advisor. He works with many different types of target markets and people. However, when he is talking with a business owner, this is what he shares:
“We are a financial advisory firm that specializes in working with business owners. In fact, to date, we have helped more than 60 business owners successfully sell their business and move on to the next phase of their lives.”
Here is the breakdown of the differentiating message:
- Focus your message on a target: Business Owners
- Describe what they want that you offer: Guidance in selling a business
- Share how you are different than most: Understanding of business owners really want (hint: they don’t “want” a 401k)
- Have a story that proves it! More than 60 business owners…
The key is to describe your value clearly as it may be interesting to the OTHER person. Marketing to the masses is fine for some, but ineffective for most. Focus on grabbing the attention of the person right in front of you.
Beware of the Energy Vampires
When Financial Goals Aren’t Enough!
Finding Senior Care on Limited Budgets
What Is a Key Employee and Why Are They So Critical?
Listening to Understand Is to Stand Under
What Support Looks Like in Leadership
Don’t Make Your Financial Content Buzzkill
Legacy Vendors Are a Bigger Issue Than Legacy Systems
Are You Aware of These Nine Risks to Your Portfolio?
Catching People Doing What’s Right Along the Customer Experience Journey
Learn15 hours ago
A Surprising Post-Election Investment Idea
Development15 hours ago
The Extraordinary Power of the First 90 Days
Digital Strategy15 hours ago
FINRA and Compliance In The Era of Fake News
Building Smarter Portfolios2 days ago
Beware the “Known-Unknowns”
Learn2 days ago
Cybersecurity Without The Commitment
Development2 days ago
How Freedom Resulted in $300mm to $800mm in Just 8 Years
Insights3 days ago
How to Start Your Journey to Be Different
Advisor4 days ago
11 Ways the New Tax Law Could Help or Hurt Your Tax Return