Based on persuasion marketing, the primary purpose of your elevator pitch seeks to arrange attractively the content of buying and selling opportunities to convince potential customers to move in a particular direction. In other words, you influence their actions. By identifying and addressing the consumer’s needs and wants in this way, you draw their interest as they make decisions
The methods for creating an effective elevator pitch or marketing message can be taught. You can learn a process that builds a targeted and efficient message which convinces consumers that your business alone offers the best value per dollar to meet their needs.
A scary situation has the power to paralyze you. Have you been there? So scared that any ability to move left your body? This frozen stance is a typical reaction to fear. Knowing this, firefighters undergo training on how to influence people frozen with fear to move. Establishing trust, speaking with authority and providing very clear, specific directions summarize the techniques covered in this type of training.
You might think that those steps prove simple enough to understand, so why the need for training? Well, the truth is that the technique falls short. Information alone fails to persuade. Imagine your scary situation again. Would a list of five reasons be enough to convince you to move? Ten? Fifty? No. Information and facts fall short. To persuade or influence a person to act, you must recognize the validity of their fears and relieve them.
Persuasion strategies trained into the firefighter prove similar to those used in compelling messaging. Target consumers may waiver and freeze in fear before completing a purchase. You need the tools of persuasion to break them from their paralysis. Your words, your message play a crucial role in this type of marketing.
For example, imagine you stand at a networking event in a sea of potential clients. One of them approaches and asks, “So, what do you do?” And, the critical moment has arrived. Your response, at this point, makes or breaks your business potential with this prospect.
The typical answer of “I’m an attorney” or “I am a teacher” describes WHO you are, but fails to answer the “What do you do?” question. Mapping out the words before this moment and knowing how to use them is the secret to building a million dollar business. Failure in this response leaves you short-changed.
You need a compelling message.
THE MARKETING EQUATION
The formula for business success and a compelling message relies on four principles. All marketing strategies should apply the marketing equation which contains these actions. In brief, the principles include interrupt, engage, educate and offer.
Get your prospect’s attention. Interrupting their daily routine, stopping their flow of thought enables them to notice and take in your message. Attention-grabbing headlines fulfill this mission. Replacing your business name and picture at the top of your ad or website with consumer-focused headlines are a must. Remember, consumers ONLY care about their interests. Play into this.
Keeping the attention of prospects requires engaging them further with your content. A subheadline gets the job done. How does a subheadline engage consumers? Think again of how persuasion marketing works. It speaks to the fears, concerns or frustrations of others.
Yes, it is all about them. Subheadlines persuasively promise vital decision-making information to potential customers that will not only answer, but solve their problems, frustrations, and fears. Building on the headline, subheadlines intrigue prospects to explore further.
The intrigue created by your subheadline leads prospects to your body copy. With this content, the goal becomes to educate the reader on how your business meets their needs, solves their problem. In short, makes good on your promise.
Words alone fall short here. Consumers want proof. To avoid the mistake of focusing on your business’ features (mere words and information), think again of the reader. Stress the benefits that address their needs and issues. If you focus on what you have to offer, you compete on price. Business focused on what is in it for the consumer competes on value. Remember this: Features tell, benefits sell.
Crystal clear clarity in describing the value you offer clients drives the information home. Focus on one hot button. And, remember to leave a bit of mystery. Full disclosure leaves nothing to draw a prospect back.
The marketing message closes with an attractive, compelling offer. The sole purpose of this closer is to influence prospects to move to action. This step may be to buy a low to moderately priced product or service, to seek additional information or sign up for a list. No matter the step, the action remains the vital component.
The offer needs to be low or no-risk to push consumers gently to the next step in your sales process. Again, a focus on benefits helps. For example, an attention-grabbing title such as “7 Questions to Ask Any Plumber to Make Sure You Aren’t Being Ripped Off” fits the bill.
Using this marketing equation in totality to develop a compelling message proves powerfully useful in elevator pitch delivery.