Among the dozens of referrals generously provided by my business network (thank you everyone!) one artist instantly moves to the top of the pile.
I don’t know any artists.
And I want to surprise my wife with a keepsake drawing of our Back Bay condo.
So I tap my business network for ideas.
My inbox quickly fills up.
Any of whom could do the job.
I immediately contact one of them.
I don’t know if she’s the most experienced.
Or technically sound.
I just know that I want to talk to her first.
And it gets me thinking about your Elevator Pitch.
Because that’s what you want.
For your prospects to want to talk to you first.
So what are you doing to stand out from the crowd?
Here are three ways to move your product, service, or resume to the top of the pile.
1. Grab Their Attention
This artist showcases examples of her art on her website’s front page.
No need to scroll.
She puts her best foot forward.
It’s certainly not everything she’s ever done.
Or everything she’s able to do.
It’s targeted examples of the best work she’s done for her clients.
Now that’s attention grabbing.
What grabs your prospect’s attention?
Now that she has my attention, I start clicking around her website.
I find a great customer success story in her blog.
About a purple begonia.
Now the only thing I know less about than art.
But in three short paragraphs she shares her passion and connection to her art.
It’s very personal.
I want her to bring that passion and connection to our drawing.
Which customer success story engages your prospects?
But the real reason I picked up the phone is much simpler.
I want a beautiful drawing of my Back Bay condo building.
And this artist has several.
Of Back Bay condo buildings.
On the front page of her website.
I know exactly what I’m getting.
So I pick up the phone.
To inquire about about a very specific, narrowly focused result.
And the question for you is:
What specific results do your prospects want?