Crafting Your Elevator Speech
http://www.beyondthewarmmarket.com/your-elevator-speech.html
You're probably wondering how a lesson on crafting an elevator speech found its way into a course which directs you away from traditional, old-school network marketing techniques and towards the "new-school" attraction marketing strategies.
The answer is that having a well prepared elevator speech can be very helpful. Not only in an elevator, but also when you're on the phone with a prospect. I have had many occasions where having a concise "What do you do?" statement came in very handy.
What to Do When Someone Asks You...
"What Do You Do?"
If you were riding in an elevator with someone and they asked you, "what do you do?", how would you answer them in a way that created so much curiosity that when they got off on their floor, they'd have no choice but to hold the door open a bit and ask you all sorts of questions about your work because they were so intrigued?
And how could you craft this trusty "elevator" speech of yours so that you made certain this person would either self-identify as a potential customer, or say, "I know just the person who could use exactly what you have to offer."?
How would you move this person riding in the elevator with you out of their "fog" and into positive action...either ready to find out more about your offer or ready to hook you up with someone they know who YOU need to know (potential customer or business partner)?
It's Easy! If You Use The Formula Below to Craft an
Attention-Getting, Prepared Response...
Introducing the...
"What Do You Do?" - "Elevator" Speech
To get started please realize that "What do you do?" really means, "How do you help people?" So, simply answer the question, but don't make it boring or confusing. Your statement needs to be direct and compelling, so that they'll go through whatever process they have to in order to get the results you're offering.
Step #1: Ask The "You Know How Some People...?" Question
The first step is to ask them a question to see if they have seen evidence in the world of the problem you solve:
"You know how some people have this problem?" (They "wake up" and agree).
Example:
"You know how some people try to build a home based business but can't figure out a way to get enough clients and customers...?"
Step #2: Deliver the "Well I Offer..." Answer
If they have seen evidence in the world of the problem you solve, let them know the solution you provide.
"Well...I offer (this solution)."
Example:
"Well...I teach home-based business owners how to attract more customers and clients using the internet..."
Alternatively, you can skip the first step (the question) altogether and just come right out and make a clear and concrete statement, such as:
"The problem that I solve is _____________, and the solution that I have is _________________."
Or more specifically...
I help (describe your specific prospect) who (describe your prospect's problem) and I help them achieve or get (a specific result in /within/without bonus: convenience factor).
(The "convenience factor" just lets them know how simple you make it, how it won't involve anything they DON'T want to do, so you're essentially handling their main objection before it even comes up.)
Don't get process oriented with this. Nobody cares HOW you do it. They only care about the problem and the solution.
Step #3: (optional) Ask The "Do You Know Anyone...?" Question
After you deliever your statement, ask them who they know that might need your help getting that problem solved:
"Do you know anyone who has that problem and could use my help getting that solution?"
Examples of the "Elevator Speech" In Action...
For Someone Marketing Weight Loss Solutions
"You know how some women seem to carry all this extra weight with them, and no matter how hard they try or how many diets they put themselves on, they just can't seem to lose the weight and keep it off?
Well...I help overweight women who have 20 or more pounds to lose achieve their ideal body weight in 90 days or less without pills, starving themselves, or excessive exercise."
For Someone Marketing Relationsip Solutions
You know how some couples really love each other and they want to make their relationship work, but they've lost that spark and now they find themsleves fighting all the time and they don't know how to get back on track?
Well...I turn once happy couples who have lost trust, connection, and any inkling of fun and intimacy back into love birds...and best friends.
Do you know any couples who seem really disconnected and would like to live happier, more satisfying lives together?"
For Someone Marketing Network Marketing Training
"You know how some people join network marketing companies and all they do is chase their friends and family around and fail miserably because they can't get those people to join them?"
"Well...I teach network marketers how to make money without relying on their friends and family by taking their businesses online and attracting people to them who already have a want, need, or desire for what it is they're marketing".
Some Helpful Pointers...
Your "Elevator Speech" MUST follow the Four "S's"...
1. Simple - a 12 year old should understand it...
2. Specific -What is it specifically like for this group of people? What is the EXACT problem they have? it must be an external/tangible/concrete/unambiguous issue where they can experience measurable results...
3. Sizzle! - It must address an urgent problem...
Use words that have high emotional value, like triggers that bring their awareness to their unmet needs and desires - whether logical or not.
We make buying decisions based on 80% emotion and 20% logic.
What If You Had A Killer Elevator Speech?
Now that you know...
http://www.beyondthewarmmarket.com/your-elevator-speech.html
You're probably wondering how a lesson on crafting an elevator speech found its way into a course which directs you away from traditional, old-school network marketing techniques and towards the "new-school" attraction marketing strategies.
The answer is that having a well prepared elevator speech can be very helpful. Not only in an elevator, but also when you're on the phone with a prospect. I have had many occasions where having a concise "What do you do?" statement came in very handy.
What to Do When Someone Asks You...
"What Do You Do?"
If you were riding in an elevator with someone and they asked you, "what do you do?", how would you answer them in a way that created so much curiosity that when they got off on their floor, they'd have no choice but to hold the door open a bit and ask you all sorts of questions about your work because they were so intrigued?
And how could you craft this trusty "elevator" speech of yours so that you made certain this person would either self-identify as a potential customer, or say, "I know just the person who could use exactly what you have to offer."?
How would you move this person riding in the elevator with you out of their "fog" and into positive action...either ready to find out more about your offer or ready to hook you up with someone they know who YOU need to know (potential customer or business partner)?
It's Easy! If You Use The Formula Below to Craft an
Attention-Getting, Prepared Response...
Introducing the...
"What Do You Do?" - "Elevator" Speech
To get started please realize that "What do you do?" really means, "How do you help people?" So, simply answer the question, but don't make it boring or confusing. Your statement needs to be direct and compelling, so that they'll go through whatever process they have to in order to get the results you're offering.
Step #1: Ask The "You Know How Some People...?" Question
The first step is to ask them a question to see if they have seen evidence in the world of the problem you solve:
"You know how some people have this problem?" (They "wake up" and agree).
Example:
"You know how some people try to build a home based business but can't figure out a way to get enough clients and customers...?"
Step #2: Deliver the "Well I Offer..." Answer
If they have seen evidence in the world of the problem you solve, let them know the solution you provide.
"Well...I offer (this solution)."
Example:
"Well...I teach home-based business owners how to attract more customers and clients using the internet..."
Alternatively, you can skip the first step (the question) altogether and just come right out and make a clear and concrete statement, such as:
"The problem that I solve is _____________, and the solution that I have is _________________."
Or more specifically...
I help (describe your specific prospect) who (describe your prospect's problem) and I help them achieve or get (a specific result in /within/without bonus: convenience factor).
(The "convenience factor" just lets them know how simple you make it, how it won't involve anything they DON'T want to do, so you're essentially handling their main objection before it even comes up.)
Don't get process oriented with this. Nobody cares HOW you do it. They only care about the problem and the solution.
Step #3: (optional) Ask The "Do You Know Anyone...?" Question
After you deliever your statement, ask them who they know that might need your help getting that problem solved:
"Do you know anyone who has that problem and could use my help getting that solution?"
Examples of the "Elevator Speech" In Action...
For Someone Marketing Weight Loss Solutions
"You know how some women seem to carry all this extra weight with them, and no matter how hard they try or how many diets they put themselves on, they just can't seem to lose the weight and keep it off?
Well...I help overweight women who have 20 or more pounds to lose achieve their ideal body weight in 90 days or less without pills, starving themselves, or excessive exercise."
For Someone Marketing Relationsip Solutions
You know how some couples really love each other and they want to make their relationship work, but they've lost that spark and now they find themsleves fighting all the time and they don't know how to get back on track?
Well...I turn once happy couples who have lost trust, connection, and any inkling of fun and intimacy back into love birds...and best friends.
Do you know any couples who seem really disconnected and would like to live happier, more satisfying lives together?"
For Someone Marketing Network Marketing Training
"You know how some people join network marketing companies and all they do is chase their friends and family around and fail miserably because they can't get those people to join them?"
"Well...I teach network marketers how to make money without relying on their friends and family by taking their businesses online and attracting people to them who already have a want, need, or desire for what it is they're marketing".
Some Helpful Pointers...
Your "Elevator Speech" MUST follow the Four "S's"...
1. Simple - a 12 year old should understand it...
2. Specific -What is it specifically like for this group of people? What is the EXACT problem they have? it must be an external/tangible/concrete/unambiguous issue where they can experience measurable results...
3. Sizzle! - It must address an urgent problem...
- need more clients
- need more money
- need to lose weight
- need to lower cholesterol
- need to stop drinking/taking drugs
- need to generate more leads online
- need to relieve migraine headaches
- need to sleep at night
- etc...
Use words that have high emotional value, like triggers that bring their awareness to their unmet needs and desires - whether logical or not.
We make buying decisions based on 80% emotion and 20% logic.
What If You Had A Killer Elevator Speech?
Now that you know...
- why an elevator speech is so valuable to have,
- what an elevator speech really is and in what way it can be used, and
- how to craft your own elevator speech for your MLM business,
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Crafting Your Hero's Journey
http://www.beyondthewarmmarket.com/attraction-marketing-positioning-techniques.html
The Origin of the Hero's Journey
"Hero with a Thousand Faces" is a non-fiction book published in 1949 by Joseph Campbell. In that book the author discusses his theory of the journey of the archetypal hero found in the world of mythology.
Since publication of Campbell's book, his theory has been consciously applied by all sorts of well known writers and artists including George Lucas, who has acknowledged a debt to Campbell regarding the stories of the Star Wars films.
Accordng to Campbell, the "Hero's Journey" occurs when:
"A hero ventures forth from the world of common day into a region of supernatural wonder: fabulous forces are there encountered and a decisive victory is won: the hero comes back from this mysterious adventure with the power to bestow boons (blessings or benefits) on his fellow man."
What your "Hero's Journey" is NOT:
- your bio
- about YOU
- FOR you
- a means to support other people
- a story that shows your clients that YOU ARE THE BRIDGE to get them from where they are to where either you are now...or where they want to go.
What we're going to discuss next and then implement is a highly simplified and condensed version of Joseph Campbell's theory.
How to Write Your Hero's Journey
1. Start off high (describe how life is now)
2. Tell them about your LOW POINT ("my life was not always this way")
3. Tell them about your turning point ("then I had a breakthrough and I learned...")
4. Tell them how it's all "sunshine and rainbows" from there on out - INSPIRE THEM! ("I'm going to show you how this is possible for you too.") Important Tip: While creating your Hero's Journey you want to try to:
- Build humility
- Show them you care
- Show the authentic you
- Show proof, stats, testimonials, or case studies (if you have any), but don't go overboard.
Action Step
Using my "Hero's Journey" (below) as a guide, create a VERY ROUGH draft of your own Hero's Journey including the 4 steps mentioned above.
You do not need to include a "Call to Action" (CTA), (i.e. opt-in to get the free report/free video I made for you) unless you want to, just for fun.
Spend no more than about 15-20 minutes on this assignment, and keep the length down to about 1 paragraph per step. Remember, it's about progress...not perfection.
My Hero's Journey...
Note: What follows is a version of my hero's journey as incorporated into a script for a video I was going to create for one of my lead capture pages. Regardless...it is a good example of how you can use your hero's journey in the content/material you will use to market to your target audience.
Hi, my name is Jeff Weissman speaking to you from beautiful Cold Spring Harbor, New York. For those of you who don’t know me I am the creator of Beyond the Warm Market which is a coaching and training program specifically for network marketers.
I am doing this video to show you that it’s easier than you think to succeed in your network marketing business and live the lifestyle you have always wanted. This and the upcoming videos I am making for you could potentially change the way you think about yourself and your ideas about running and growing your network marketing business forever...
Come with me on my morning hike so I can tell you a little bit about me and my MLM journey and how I can help you get to where you want to go...
(Transition- Jeff starting his hike)
So the "skinny" on me is that I have been doing the network marketing thing since 1994. Recently because of some profound breakthroughs, I have been facilitating group coaching where I share my insights, methods, and the exact system I have been using that has me personally enrolling three to five people every single week without fail for several years now.
But before that, I was struggling. I mean it was tough. I was working a full time job that I absolutely hated and wasn't paying me what I was worth. At the same time I was trying to grow my network marketing business. In fact I was thirty thousand dollars in credit card debt with all the expenses of running this so called business.
As my warm market became cold I found myself always on the prowl looking to recruit anyone and everyone into my business. So, I couldn't even enjoy myself when I was out with my family. In fact, I think people were avoiding me because they didn't want to be pitched to and frankly it started to make me feel like a loser. I was confused and frustrated, I mean I saw all these big dogs up on stage bragging about their success and I was doing what they said to do and clearly it was NOT working for me. Besides all this, I had this gnawing feeling that there had to be a better way.
Have you been feeling this way about your business? That you’re missing something? That you could have more joy and ease at running your business and living the kind of lifestyle that you have always wanted with abundance, freedom, and all the money you need?
If you’re like me, you might have noticed that there are plenty of examples of people having outrageous success with their network marketing businesses. Enrolling dozens of people per month…building massive downlines. You ever wonder what they know...that you don’t? I spent years searching for the answer to that question.
I’m going to finish up with my hike and I will meet you back down at the dock and tell you how all this pertains to you...
(Transition- back Jeff standing in front of the harbor.)
Okay, so I was buying into all of the traditional network marketing training nonsense and clearly it wasn't working for me at least not giving me the kind of lifestyle I wanted to live.
That was until I made some discoveries...
You can say I got my act together. I have spent well over $50,000 on some of the best training, and coaching available. It has changed my view about how to run a home based business and then some. I went from 30K in debt, frustrated, confused and stressed out chasing my friends and family around, handing out flyers in the mall to creating the time and financial freedom to live my life the way I choose it to be. I broke out of the structure of the traditional network marketing approach that we’ve all been conditioned to.
Using the internet as my "secret weapon", I expanded my reach to an even bigger audience of people so I could attract others who already had a want, need or desire for what I was marketing.
I did this quietly for a while, meaning I wasn't necessarily looking to teach other people how to do it. Then...those close to me started asking me for advice and I would dish out bits and pieces of the basic formulas and systems that I was using. Word got out and before too long, I was receiving hundreds of requests from people wanting to know what I was doing. All these requests led me to create my coaching and training program for network marketers called Beyond The Warm Market.
I am going to be sharing several pieces of that program so you too can gain control of your time and your finances and live a more abundant lifestyle.
So if all this makes sense…fill out the form and I will see you on the next page.
After reading my Hero's Journey I hope you noticed how I used the Hero's Journey formula by:
- Starting off high (describe how life is now)
- Telling my audience about my LOW POINT ("my life was not always this way"
- Telling my audience about my turning point ("then I had a breakthrough and I learned...")
- Telling my audience how it's all "sunshine and rainbows" from there on outand inspiring them by offering to show them how this is possible for them too.
One More Thing Before You Begin This Assignment...
While you're creating your rough draft there's one more aspect to the Hero's Journey that I want you to pay attention to, and that is the concept of the reluctant hero.
In order to understand what the concept of the reluctant hero is all about please take a look again at the last big paragraph in my Hero's Journey and pay close attention to the area in blue italics.
The Concept of the 'Reluctant Hero'...
The reluctant hero is someone who at first does not seek the spotlight. He or she is NOT a know-it-all or smarty pants...but rather a person who is coaxed or encouraged to "spill the beans". The reluctant hero is just a regular guy or gal who, after defeat and failure, perseveres and eventually succeeds and then is "convinced" to share the benefits of his or her knowledge for the betterment of others.
It is really important to "position" yourself this way - if you can. The reason is because people resent the person who thinks he's God's gift to the world and the best thing since sliced bread.
Sure, you may actually be the bee's knees and the cat's meow, but if you come off like some kind of braggart, people won't like you very much.
Okay, I promise...no more cliches (for this lesson anyway) ;>)
Now go create the rough draft of YOUR Hero's Journey...
When you've finished this assignment - go here to learn how to create a dynamic Elevator Speech.
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Relationships Are The Key To A Network Marketing Business
by: Kirk Bannerman
While it is true that heavily branded websites like amazon.com are household names and carry an implied trust with visitors, the
vast majority of websites are not well known and are found and visited as a result of searches performed with search engines.
In these instances, the visitor is probably arriving at the website for the first time and human nature often dictates fear
or suspicion of the unknown.
If someone is shopping around for the best price for a particular item, say a Cuisinart food processor, they would probably go to a
site such as Ask Jeeves (at ask.com using the Smart Search for Products feature) and quickly obtain a list of sources and prices
for the desired item. The "yes/no" purchase decision has already been made and it is simply a question of who to buy it from.
In the case of network marketing, it is of critical importance to build a sense of trust with your team members. Network marketing
is very definitely a relationship business and each relationship typically starts out with two complete strangers sitting at their
respective keyboards.
The team building aspect of network marketing is of vital importance to the success of each individual member and to the
team as a whole. Two key elements of team building are trust and confidence and these factors play a very large role, particularly
for new team members.
As a team leader, you need to be knowledgeable about the business (products, services, or whatever) and straightforward with
answers to questions about the business as well as providing timely and thorough support to your team members. These actions
will cement the relationship and build trust and confidence among your team members.
Network marketing has many aspects, but promotion, persistence, and patience are three key elements which are critical to
achieving successful results.
PROMOTION is the lifeblood of network marketing. Whether you are using online methods or offline methods, or a combination of
both, you must constantly strive to get your offering in front of a targeted audience.
There are thousands of published sources that deal with specific methods of network marketing (both online and offline), but the
key point to be made here is that you must have an active promotion campaign designed to bring in a steady stream of new
prospective downline members.
PERSISTENCE is a key element in network marketing success. You've gotta "just keep on keepin' on", even though frustation
levels can be quite high at times.
After you have been at it a while, and have a downline large enough to provide reasonably accurate statistics, you will
probably find that about 95% of your downline members are dormant and do nothing at all. Its easy to get down in the dumps or take
it personally when you encounter so many "DO NOTHING" people.
Therefore, it is really important work with and actively support the 5% or so that are serious about participating. And clearly,
an active and effective promotion campaign will continue to bring in increasing numbers of potential participants so that
while 5% is small on a percentage basis, it can still be a sizeable amount from a pure numbers standpoint.
PATIENCE is vital. You can expect that it will take about a year before the awsome power of geometric growth kicks in.
A classic illustration of geometric growth is the frequently used penny-a-day example.
If you save one penny on the first day, and double it every successive day, (day two you have 2 pennies and day three you have
4 pennies, and so on) how much will you have at the end of 30 days? The answer, to the astonishment of many, is PMillions!
Amazing, but true.
Its a sad statistic that most network marketers fail and it is often traceable to the fact that they did not exhibit enough
persistence and patience to continue constantly promoting their business for the year or so that is required for success.
Network marketers that stick with it for a year or more often end up becoming the proverbial "heavy hitters".
In closing, I would like to encourage you to increase your chances of becoming a successful network marketer by always keeping a
clear focus on "the three P's" of Promotion, Persistence, and Patience.
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Network Marketing Do's and Don'ts
by: Nial Robbins
Why did you become a network marketer? Most people immediately respond, “for the money!” However, this is not the real reason.
No one subjects them to the hard work of building a business just for little pieces of paper with the faces of dead presidents. The truth is you work in order to obtain what those little pieces of paper can bring you.
The first thing you need to do is to find the reason WHY you are a network marketer. Is it the freedom to choose whatever you want to do whenever you want to do it? Maybe you are looking for a different lifestyle. If there is one thing that is critical to your network marketing success, this is it. If you don’t have a reason, there is no motivation to succeed.
A network marketing business is a teaching and coaching business. If you don’t like interaction with other people, a network marketing business probably is not for you. There’s a concept that most network marketers just can’t seem to get a handle on. You do not sponsor “reps,” you sponsor “people!”
If you have to find a reason why you are building your business, then doesn’t it stand to reason that other people will have to do the same thing? If that’s the case, then why is it that network marketers continually focus on how much money your prospect can earn?
There’s no way you are going to convince “Joe Sixpack,” to get out of his Lazyboy recliner unless you find out what his motivation is. Most network marketers literally pound in the amount of money Joe can earn. They bombard him with message after message about how “Successful Sam” has just purchased his 10th Porsche, refurnished his 25,000 square foot cottage and promise Joe that he can do the same!
Just how realistic is this approach? Joe isn’t stupid. He works long, hard hours at his job in order to provide for his family and truly believes that the best thing he can hope for is saving enough money by summer to pay for a camping trip. Then here you come, promising Joe that he can have everything that Sam has and he can have it if he will just sign that piece of paper making you his sponsor!
You will probably sponsor a few people that way, but if you are in business for the long haul you need to change your approach and do it fast.
The proper approach is so simple, but in your rush to sponsor another “rep” instead of helping another person, all too often you talk yourself into and straight out of sponsoring the Joes of the world.
God gave you two ears and one mouth and he did it for a reason. We are supposed to “listen” twice as much as we “speak.”
Instead of pouncing on Joe with the latest and greatest network marketing program of all time, find out what Joe wants and needs. Ask him questions, lots of questions. In fact, in your first meeting with Joe, don’t even mention your business! Yes, that’s what I said. Don’t even bring it up. Remove yourself from the super duper network marketing persona and spend time making a new friend.
Follow these recommendations and you are set to grow your business exponentially.