The 5 Building Blocks You Need to Use In Your 30-Second Introduction
Here we are in part 3 of 4 of the “How to Talk About What You Do” series.
Today, we’re shifting our focus - building what we’ve been learning - and expanding it to meet that crazy requirement of so many BNI’s and referral meetings: the 30-second introduction (also known as an "elevator pitch").
To do this, you’re going to need more than just the clear category and an understanding of your ideal next steps so ---
In today's story, we'll look at:
THE 5 ELEMENTS YOUR 30-SECOND INTRODUCTION NEEDS
You’ll probably be happy to know you’ve already got one of these DONE. So let’s hit up how these break down.
In today’s story - every element is an exercise. If you don’t have an element down, your homework is to work on each element.
Element 1 of your 30-second Introduction is identifying your clear job title or business category.
If you need to go back or you’re new to the series, jump back right here and work these exercises. The rest of this will be here for you!
Take action - Element 1: Make sure you’ve chosen and refined your clear job title(s) or business category / categories.
Element 2 of your 30-second Introduction is Answering, "What Problems Do You Solve?"
When you’ve only got 30 seconds to talk about what you do, we have to work in what problems you solve for others. This is the MEAT of what you do and why anyone should care!
- What are the big problems you solve through products, services, or both?
- What changes people’s lives about the work you do?
- Do you give people confidence? Alleviate stress? Create happiness?
These answers are important and we’ll be working them in.
Take action on Element 2: Decide what the key problems (1-2 for the purposes of a 30-second intro) are that you solve.
Element 3 of your 30-second Introduction: Who Do You Solve These Problems For?
In that same 30 seconds, it’s just as important to communicate what problems you solve as much as WHO you solve them for.
When it comes to your services, products, or both - WHO do they solve problems for? Get as specific as you feel comfortable. Remember the adage that the more targeted you can be - the easier it is for others to refer you.
Some example audiences might include:
- Busy moms with kids under 5
- Owners of mid-size businesses experiencing unprecedented growth
- Solopreneur women starting encore careers as consultants
Take action on Element 3: Define your main audience for your products and services.
Element 4 of your 30-second Introduction: What’s Your Unique Twist?
I promised you when I started this series that I’d show you when you could put your unique creative spin on your overall job category - and here it is.
I want you to know that I really hear you if you:
- Hate the word “coach” or another word that's abused or over-used in your field
- Feel like your business doesn’t fit in a box and don’t want to label yourself
- Know you do something really special beyond your average person in your industry
And I believe you are special and that you have a story that delivers distinct value to your clients and customers. You do have a unique approach and process for what you do and wouldn’t want you to compromise it.
That’s why as we talk about the context of verbal introductions, this element - THIS is your opportunity to tell a bit more story and set yourself apart because you have the opportunity of a captive audience to do it.
I want you to take that broad (and yes, boring and potentially generic) category you chose back in the first post in this series and then expand on it: define what’s special about what you do in that category.
You have a bit more structured, focused time in a 30 second intro than you do when you’re just meeting somebody at a networking event, so you can tell more of the story here than we did last week.
For example, part of my intro is “I run a Durham-based branding agency called Greatest Story Creative. I help small business owners turn their story into the name, logo, tagline, website and more they need to attract ideal clients and customers.”
My twist is using your story and your strengths to guide the branding.
So what’s your unique spin on branding? Or coaching? Or consulting? Or fitness training?
Take action: Write down in as short a phrase as possible what your spin is within your overall “boring” category.
(Bonus!) Element 5 of your 30-second Introduction: Incorporate Your Tagline
This isn’t required, but I do also recommend using your main tagline (or a secondary tagline) when you can in your 30-second introduction to make it more memorable and reinforce your business and brand awareness.
Using a phrase consistently in your business through your marketing materials, your website, and how you verbally talk about your business makes your business all that more memorable. This is why having a tagline is an often overlooked opportunity for you as a small business owner.
If you don’t already have a tagline, check out these past posts on taglines to get you started.
- The Power of a Tempting Tagline
- Small Business Tagline Best Practices: July’s “Branding with Annie” Workshop Recap
Take action: Write down your tagline with all your writing for these exercises. Plan to use it in your intro.
Next steps for putting together your 30-second introduction
I want you to work through all five of these elements before we do the tricky work of how to put them together.
This week, work through each element and REPLY to me with what you come up with!! I’ll reply with feedback if you take me up on the challenge.
Here are all your take action exercises from today, as a list for your reference:
- Element 1 > Make sure you’ve chosen and refined your clear job title(s) or business category / categories.
- Element 2 > Decide what the key problems (1-2 for the purposes of a 30-second intro) are that you solve.
- Element 3 > Define your main audience for your products and services.
- Element 4 > Write down in as short a phrase as possible what your spin is within your overall “boring” category.
- Element 5 (Bonus!) > Write down your tagline with all your writing for these exercises. Plan to use it in your intro.
This will be a lot of thinking, so I don’t want to overwhelm you with the examples of how they come together. We’ll do that next week and I'm here in the interim if you take a chance and REPLY.
Next Wednesday, in Part 4 of the “How to Talk About What You Do” series, I’ll show you how to put all these puzzle pieces together for a great 30-second referral meeting introduction with a ton of examples to get you over the finish line.