So, what do you do?
The answer to this should be your elevator speech. Even if you think you don’t have an elevator speech, you do. The dilemma is more along the lines of, “How effective is your elevator speech?”
It’s possible that when someone says, “So what do you do?” You answer with something generic like “I’m a financial advisor.” Boring! Statements that vague are ineffective for two main reasons. First, it doesn’t differentiate you from anybody else, thus not making you memorable. Secondly, it doesn’t convey you and your company’s message in any way, shape, or form.
The best way I can explain how to develop an effective elevator pitch is this: Think like a journalist.
When a journalist starts a story, they have to answer 5 main questions; the 5 W’s. Who, what, when, where, and why (or how). Now in this case, you don’t necessarily have to answer when, that is unless you’ve been in your field for years and your years of experience further establishes you. In regards to answering where, use your personal preference. Some have been in one location their entire career while others have been mobile. Other than when and where, focus on the other three:
Who is your target demographic or target market? Whoever it is, make sure your elevator speech expresses that in a professional and genuine way.
What exactly do you do for your clients and/or prospects? Taxes, investing, Social Security, retirement, savings plans, insurance? Whatever it is, answer it in your speech.
To answer this, you want to answer it as if someone is asking you “How are you valuable to your clients?” This is the most important part of your speech, so think hard and think deep. Extra tip: Telling a short story that answers this question instead of flat out answering will make your speech much more powerful. Just remember to keep it short and to the point.
Put yourself in the other person’s shoes. This will help you adjust the keywords you use and better prepare you for any other questions they may have. Many people have a speech for networking events in their industry, and then they have a speech for those who don’t know much about the industry.
Let your personality show through, but keep it simple. Funny or catchy phrases don’t always work.
Practice! This is a speech you will probably say out loud thousands of times more than you’ll ever want to admit. So practice it, love it, and nail it!
After you’ve perfected your speech, you’re going to want to introduce yourself to as many potential clients as possible. The best way to do that? Financial seminars! Call us today at 866-855-3710 to talk to a marketing consultant and hear your options for targeted direct mail and seminar booking solutions!