Do you ever stumble when someone asks you “Tell me about your business”? In most cases you may only have a few seconds to explain what your business is and why it should be important to the person who asked you that question. I use 5 components to create an elevator message and this message should contain information from each of these components.
There are 5 key components to an elevator message:
- Who are my target customers?
- Why do I target them?
- What do I offer them?
- What results do my customers get from purchasing from my business?
- Create a 4 second message from the answers from the above questions
Who are your target customers? When you answer this question, be very specific. For example, when people ask me about Center for Women Business Owners, I say: “I target women business owners”.
Why do you target those customers? Again here is were you begin to differentiate yourself from the competition. Be very specific about what your customer wants, needs or values in your product or service. Even if you are in start-up, you should have some idea what your potential customers should expect from purchasing your product or service.
Continuing with my Center for Women Business Owners example: “I target women business owners because they are the fastest growing segment of small business owners, yet statistics show less than 20% achieve sales over 6 figures. Many are frustrated and disillusioned about what to do to get their business to grow.“
What do I offer? Here is where you begin to talk about your product or service. The answer should be in alignment with why you target these customers. Many times I ask my private coaching clients to work through this exercise. Many times at this point in the process they begin to struggle. This is where you really begin to differentiate yourself. Don’t worry if you don’t get it right the first time. Remember to keep tweaking this process for your success.
Continuing with my Center for Women Business Owners example: “I teach a system for women business owners based on my 30 years of entrepreneurial experience. Because I have been there before, I understand the struggles they face. I teach this system through an online membership program, public workshops and private coaching.”
Results they get? Here is where you talk about the value, satisfaction and expectations your new potential customers can expect to receive. Using specific metrics will help align this step with the rest of the process. If you do not have specific metrics, or you are in a start-up with no history, search for industry benchmarks to refer to or compare your business to. It is important for the listener to know what they can expect to get from purchasing from your business
Continuing with my Center for Women Business Owners example: “90% of the women business owners who go through my programs typically come away in 5 weeks with a targeted personalized plan and know what to do next in their business.”
What is my 4 second message? Here you can build a quick 4 second message comprised of a statement or two that should quickly roll off your tongue. Remember, it is a building process and you may need to continue to test and tweak. This 4 second message may entice your listener to ask you more questions. This is also a great place to embed a testimonial!
Continuing with my Center for Women Business Owners example: “Women business owners call me when they are tired of being disillusioned about what to do next to get their business ‘to work.’ Women business owners often come to me saying ‘I wish I met you first’.
Create your 4 second message to allow the listener to begin asking you questions. This gives you the opportunity to expound on your marketing message. When the opportunity presents itself, please don’t waste the time. Have your message rolling right off your tongue with passion, enthusiasm and high energy!
Please share your experiences send me your comments on this blog posting.