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:
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.”Related: When to Pull the Plug on Your Marketing Effort
Here is the breakdown of the differentiating message:
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 .