Go with the pain!

In this article I explore what to say and how to say your one minute or elevator pitch as it is sometimes referred to. It may only be one minute, however, as you have sixty seconds to make your message stand out it is worth taking some time to get it nailed.

I have heard some people spend their entire minute talking about the facts of their company and whist this could be accurate it is generally not memorable and does not get to the heart of why a prospective customer may buy from you. It is likely to be more about the company than the potential client.

Another way to do a one minute is to focus on the pain the person could be having. When you do this you are stepping into the shoes of your potential customer and creating an empathy with them as you are entering their world. Once you have done this, and not until you have done this, you can go onto outline a solution to their pain and then explain what makes you better than your competitors.

                                                                           emotional pain

So lets illustrate this. In the first example I could say, “Hello, I’m Julia Cawte from Communicate with Confidence and I train individuals and organisations in public speaking and presentation skills.

We run open courses as well as bespoke courses within companies and we work with your mindset, body and voice to achieve the best results. This isn’t very engaging or memorable in my opinion so let’s explore the second option.

Using the principle of focusing on the pain I could say, “There are lots of people who are extremely competent at their job and yet struggle when giving presentations or speeches. Many have sleepless nights and some even avoid promotion so they don’t have to speak publicly. Wouldn’t it be great if there was a company who could help them to change their mindset around public speaking and build their confidence and skills to a point where they actually enjoyed it. My company uses well established relaxation and grounding techniques from Qi Gong as well as drama and story telling techniques which have been honed during the last twenty years to do just that.

How you deliver your one minute is just as important as the content. One important point is to make sure you don’t rush as it really isn’t about squashing as much as possible into sixty seconds. If you go at a steady pace your words will have more impact I promise.

Another thing to note is that I think it’s best to know your one minute really well, but not to memorise it verbatim. You don’t want it to sound mechanical, simply fluent. Doing it this way it will come out slightly differently each time which is fine.

And finally, you will need to tailor your one minute to your audience. This could mean changing your call to action at the end of your pitch for example. If you are speaking at your networking group then you may ask the members for specific referrals or if you are chatting one to one with someone about your work and they are interested then you may ask them if it’s OK for you to send them some information to help them with their challenge.

If it feels right for you, have a go at refreshing your one minute – I’d love to hear how you get on.