“Notes of crushed rocks, honeysuckle, lemon oil, orange marmalade, and white pear provide a stunning aromatic display as well as palate impression. Great acidity and huge flavour intensity backed up by vibrant acidity make this an exquisite Champagne”
This tasting note introduces and describes one of the most loved Champagne in the world – Dom Perignon 1996. Now think about this – What words are you using to introduce and describe the “Brand You”? What is your “elevator pitch”?
We use some form of it at least couple of times every day. In a professional world, which is heavy on Business Networking, we meet and are being introduced to new people every day. And each time we answer the inevitable questions – Who are you? What do you do? etc. In other words – we ‘deliver’ our “Elevator Pitch”. Something which we would say with few words just enough to last an elevator ride.
In the last few years I have used different versions of this pitch and experienced different reactions. On the basis of these observations, I have realized that giving the right elevator pitch comes down to two main points.
1. How do you want the other people to remember you?
The first line of your introduction is often the one which is most remembered by people. It is really up to you to determine how do you want the people to remember you? What do you wish to be associated with? Do you want it to be your company name, your work title or something that you have to offer? Whatever you say, you will represent the ‘brand – you’. So, choose wisely.
What would sound better of the two?
A. I am a Professional Training & Development Consultant.
OR
B. I help professionals achieve their career goals by enhancing their career & professional skills from good to great!
I realized that in the past whenever I used option A, I would have to back it up with an explanation on the lines of option B. So, each time I would end up saying something which would amount to option A + B. This resulted in more lines, more time, and sometimes less attention. So, I figured why not just use the option B alone. Rest of the details are there on my card anyway! And it has always worked for me.
Another example to make this point clear. “I own a hair salon in Central”, as opposed to “I own a professional hair salon where the prime focus is to give you a relaxing, beautiful and complete well-being experience.”
It does not really matter which industry you are working in or at which role. You can apply this point to any situation. How you represent yourself will decide how people will remember you. Remove the details like title, company name or where you are from! And remove jargon! Plain simple English sounds really more impressive than CRM, KPI, and ROI!
2. How can you make a difference?
The second important point in your introduction should be to tell about, what is it that you have to offer? How can you make a difference with your work to them or the other people around you. Think about points like, what is unique about the work you do? Make it sound special and exciting. Do not just include the details of your work, company or responsibilities? Tell them what you will accomplish for them!
For example, “I work as a hair stylist” v/s “I am a specialist hair stylist with focus on elegant hair styles for significant occasions of your life like wedding, anniversaries, business events etc. I create a look which is perfect for that special and memorable day of your life!” If you were to choose between the two, I bet you will go with the one who used the second pitch. Isn’t it?
Remember, sometimes the packaging is as important as the gift you give. Package your talent, experience and expertise with the right words and you have won the deal!