Make it about YOU, instead of your business

One of the easiest things you can do in your elevator pitch or networking commercial to separate yourself from your competition is to make your commercial about YOU, rather than your business or company. Next time you listen to a roomful of introductions, listen to how many of them are about a business or a company about a whole – and NOT about what that person can or will do for you.

When you’re attending a networking function, you’re there to do what – make contacts and build relationships, right? Yes, you’re representing your business and quite possibly the best company in your field, but in an introduction it is more effective to concentrate on who YOU are, and what YOU can do to serve their needs. The company is only the vehicle to do that.

Let’s take a look at an example, using my company Brightfarm Productions.
Example A: I talk about my COMPANY for my 30-second commercial:

“Hi, I’m Barbara, President of Brightfarm Productionss. Brightfarm is a video production company, and we’ve been doing business in Rancho Cordova for over four years. We specialize in video advertising – creating 30-second and 60-second video shorts for businesses to promote themselves visually. If you’d like to see some examples of our video work, visit our website at www.brightfarm.com.”

What’s wrong with this elevator pitch?

1. I made it easy for people to tune me out right away. One of the first challenges when making your commercial about your business, is that the listener is going to hear WHAT the business IS and make a quick decision as to whether or not they want to hear the rest. As an example, and this happened to me quite a bit when I was first starting out, as soon as the listener hears the word “video” they might think to themselves: “Oh, video. Too expensive and too much work”. That’s because in the example elevator pitch I didn’t tell them anything about why video advertising might make sense (other than mentioning they can promote themselves visually – but what does that mean?).
2. There’s no reason to get to know me. Because the commerical is more about the business and the what we do, rather than about me introducing myself, there’s really no reason to get to know me – I’ve just blended into my business and haven’t made a connection with anyone. I also haven’t made it inviting to approach me to learn more, as I directed people to visit my website for more information.

Example B: I talk about MYSELF and what I can do for professionals in my 30-second commercial:

“Do you ever struggle with how to effectively introduce your company through e-mail, your website, or at tradeshows? Rather than telling someone what you do, why not show them? I’m Barbara with Brightfarm Productions, and as a professional commercial writer, I can help you SHOW who you are and what you do with a 30 or 60-second video short. [holding up mini DVD player] If you’d like to see an example of what I can do for you, see me after the luncheon.”

What’s the difference with this elevator pitch?

1. I found a general pain point that most business professionals struggle with. Almost every business uses either e-mail and their website (and possibly tradeshows) to introduce themselves to potential clients.
2. I gave them an answer to that struggle. I planted a new idea in their head – SHOWING people what they do, rather than just telling them.
3. I gave them results. I let them know that I’m a professional commercial writer (credibility) and that I can create an effective message for them through a 30 or 60-second Video Short.
4. I made them want more. I created a reason for people to approach me by BRINGING an example of my work – they’re more likely to come see me (sometimes out of simple curiosity) rather than me hoping they log on to my website (if they even remember it) when they get back to their office.

Remember, people like to do business with people they know, like, and trust. What better way to start the wheels in motion than by introducing YOURSELF, rather than just your company. As someone gets to know you, they’ll see the company behind you (and how wonderful it is), but they’ll like the company even more because of YOU.

(c) 2008 Barbara Beal-Lopez, “The Elevator Pitch Coach” with Brightfarm Productions, helps business professionals introduce themselves with high impact. Everything in business starts with an introduction. If you’re ready to learn how to introduce yourself and your business professionally and comfortably, visit Barbara at www.brightfarm.com and sign up for free weekly tips.