Professional Services Marketing Archives

elevator speech with storytelling for small business marketing

Elevator speeches can be boring: “You know how stressed-out people get when they are changing careers? Well, I have a three-step system …”

The variation: “I work with stressed-out corporate executives who want to find a new career while they’re still employed.”

It’s like watching that commercial where the dog gets a beer from the refrigerator and then we hear lapping sounds. I loved the commercial but couldn’t tell you the brand of beer.

Instead, take a page from the copywriting books and replace your elevator speech with your elevator story.

Elevator Story Examples

Some time ago I met a money coach who opened with, “I help clients manage their finances. For example, one client was a recently divorced woman who just suffered a devastating financial loss. She was afraid she’d have to declare bankruptcy. Two years later, she’s living in her own home and buying investment property.”

Everyone in hearing distance leaned over to ask her, “Can I have your card?” Either we knew someone like that client … or we were that client.

One of my own stories goes like this:

“One client had a beautiful website. But all his revenue came from face-to-face networking events. We overhauled the website, added an e-course and created a section to showcase his services. Now the website brings in serious inquiries. He’s beginning to close sales after a single phone call.”

Here’s how to use stories to spruce up your elevator pitch:

(1) Your listeners will put themselves into the story.

Have characters the audience can relate to.

(2) Incorporate an element of surprise.

How will the hero escape? The situation seem hopeless. Maxed-out credit cards. Content that puts people to sleep. Web designers who disappear.

(3) Start in the middle.

What do clients say when they come to you? That’s where you begin.

(4) Make them say, “I want what they’re having.”

The idea is to get your audience supremely jealous of the people in your story. Then you break the news: It could be yours too.

(5) Skip the origin story.

Let them get to know you first.

Learn more in my Amazon kindle book, Grow Your Business One Story At A Time. It’s free on Kindle Unlimited,