Elevator pitch rant (again)
I continually see so-called experts giving advice on how to best formulate an elevator pitch.
They go on to say something about how to DESCRIBE what you do in the best possible way. Wrong, wrong, wrong, wrong, wrong, wrong.
Here’s a tip: the moment you see either the word “describe” or the words “elevator pitch”, run for the hills. What you’re about to be told is completely wrong.
Describing is not what you need. You need Positioning for differentiation.
Many of you know I have a 5 second rule. If you can’t position yourself in 5 five seconds, you don’t have a strong enough brand. If you only describe what you do, you may not have a brand at all.
There’s a very good reason why everyone is still trying to figure out how to give an elevator pitch that works. It’s because…they don’t work intrinsically!
I’m sure this won’t be the last time I rant on this, but I’ll say again as I’ve said before: throw away your elevator pitch forever and replace it with a Verbal Branding, positioning statement.
This is the leading edge of what you should think and say !