How to Structure Your Pitch to Win New Business

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An effective elevator pitch helps you articulate what you do and how you do it in a very concise, easy-to-understand way. But how should you structure your pitch to make it as effective as possible?

While there's no single "right way" to craft an elevator pitch, it can be useful to have some sort of formula to help you organize your thoughts. 

So, when I came across this elevator pitch formula by Allan Dib, author of "The 1-Page Marketing Plan," while listening to his interview with Roger Dooley on the "Brainfluence" podcast, I thought I would share it with you.

(The entire podcast episode is worth the time to listen. But if you want to cut directly to the segment on Dib's elevator pitch formula, go to 14:30.)

The formula:

  • You know [the problem]

  • What we do is [the solution]

  • In fact, [the proof/ example]

Dib provided this example of a pitch for an insurance agent:

  • You know how most people rarely review their insurance coverage when they change their circumstances?

  • What I do is help people have peace of mind by making sure their insurance coverage always matches their circumstances.

  • In fact, just last week a client was robbed but he was able to fully recover the cost of those items because his insurance was up to date.

My commentary ... 

1. While your product may solve a wide range of problems, highlight only one in your pitch. That's what Dib does in this example. 

2. The problem you focus on will depend on your audience. So tailor your pitch accordingly.

3. The "what I do" solution should directly relate to the one problem you highlight.

4. Choose a real-world example that communicates that you're great at what you do without saying it.

What about you?

Give it a try to see if it can help you craft an effective elevator pitch that wins new business for you.

Sean M. Lyden is CEO of Lyden Communications LLC, a Strategy and Storytelling consultancy that helps entrepreneurs tap into the power of story to grow their business.

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