Elevator speech? No — elevator story!

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:

Money Coach: Newly divorced woman was close to bankruptcy following a devastating loss. Two years later, she just closed on a new home,

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.

Copywriter: Client had a beautiful website, but he spent lots of time selling on the phone. With his new site, many clients skip the get-acquainted call altogether.

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

(1) Your listeners will put themselves into the story. (2) Incorporate an element of surprise.

Have characters the audience can relate to.

(3) Start in the middle.

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

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

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

(5) Skip the origin story.

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.

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,

And if you’d like to work with me to find your own story, check out my consultation: http://mycopy.info/storyconsult

Originally published at https://cathygoodwin.com.