My two-year-old daughter flaps her arms excitedly as the words tumble out of her mouth.
“Happy to you! Happy to you!”
That’s why we hide the mixer.
It’s not just the anticipated sugar rush that gets her going.
It’s the implied celebration.
Of a birthday.
Even her sister’s.
I’ll admit, my birthday used to be my favorite day of the year.
Right up until August 2009.
See, the thing about my birthday, the actual day of my birth, is that I don’t remember anything about it.
I’ve heard the stories, sure.
And I have documents that prove that I was there.
It’s a different story with the births of my children.
My wife’s doctor leaves the OR during prep and ignores me in the Daddy chair as he nervously hustles past me down the hall.
Not a good sign.
Everything worked out fine thanks to a great team of doctors.
I remember the first cry, a healthy baby, and the wave of relief once we were back in recovery.
Like it was this morning.
Now that’s a story I can tell.
I’ll tell it to my children.
Again and again.
And it gets me thinking about your Elevator Pitch.
Because the same way your birthday is actually someone else’s story.
Your Elevator Pitch is someone else’s story.
You weren’t there to experience your product or service.
Not the way they were.
Are you trying to tell your story?
That’s why your Elevator Pitch is never quite right.
Because your Elevator Pitch is not about you.
It’s about your customers.
Get them to tell you their story.
Then tell it again and again.
To your prospects.
What are your customers’ stories?
4 comments on “Happy To You”
Love your unique take on this.
For years now I ask clients questions to hear them tell their own stories about our work together.
What do you find most effective for elevator pitches – do you tell your clients’ stories in your own words or do you say it in their words? Or a little bit of both?
The short answer is: It’s your client’s story in your words.
You need to describe their experience (how they found you, what issues they were facing, how you helped them, and the benefits they enjoy) in 2-sentences.
It’s a great approach to ask your clients for their stories.
Then it’s your work (marketing work) to find the aspect of their story with universal emotional appeal and tell it compellingly in 2-sentences.
Once you can do that, you’ll attract other like-minded prospects.
@ImprovAndy, what a perspective on elevator pitches – it’s not really about you…it’s about them. And stories sell! Bravo, thanks for the insight, I’ll try it this afternoon and see how it goes! Thanks Andy!
Thanks for the feedback! Your Elevator Pitch is definitely about them, and when you tell stories about your best customers, they can see themselves getting that same benefit.
I look forward to hearing about your successes using this insight.