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.