By Natalie J. Armstrong,
www.MarketingMediation.com

When someone asks you what you do, what do you say?
Below are some guidelines for creating an attention-getting elevator pitch.

Picture this:

You’re at a holiday party on the 8th floor of a local hotel. As you step into the elevator at the end of the evening the person standing next to you casually asks, “So, what do you do?”

You have 8 floors and perhaps thirty seconds to give them an explanation that they can understand, that intrigues them, that makes them remember you (favorably) and that will entice them to contact you for further information.

It’s not as hard as it sounds.

Some of the key ingredients for an effective elevator pitch are:

• Clarity
• Brevity
• Connotatively positive words
• Action verbs &
• Confidence

First, your elevator pitch must be a clear enough message that the listener doesn’t need a dictionary to understand your statement. If your pitch creates more confusion than clarity then it’s headed in the wrong direction. You may have to create two versions of your pitch if your practice specialty is highly technical.

For instance if your specialty is hearing information technology disputes and you happen to be attending an information technology conference then your pitch can most likely be very technical in nature and not create any confusion on the part of the listener.

However, if you are attending a party for the local Chamber of Commerce and are riding with someone who is not a member of the information technology industry then you will probably lose them with the high tech version. In this scenario you want to use kitchen English the form of English that most folks use around their kitchen table. Be careful that you don’t talk down to your listener the goal is to attract them as a client of base of referral, not to insult their intelligence.

Second, you must keep your pitch brief. Remember, you’ve only got 8 floors (unless you’re from my home town in which case you’d only have 2 floors) and just seconds to relay the specialization of your practice, your target market and the benefits that market receives from your service. In a perfect world you want to create a definition of what you do that is no longer than a single (short) sentence. For many arbitrators and mediators however, their specialty will require two or perhaps three sentences. Keep in mind that if your pitch is too long you’ll lose the listener in your monologue.

Next, and very importantly, you must convey your pitch using the most positively charged words at you disposal. I know, I know, that sounds nearly impossible for an industry that is seemly about conflict and disputes.

But is it really?

Isn’t our industry more about resolution, peace, communication, closure, teamwork, hope, building relationships, solutions and much more? In fact yes we specialize in facilitating and conciliating, not conflict and disputes. This is an important distinction not just for the mindset of providers but very important to our clients. Because what they’re buying is the prospect of hope, peace of mind, restful nights, etc. They are not in the market for a dispute, they already have that what they want to purchase is a solution. Make your pitch about the solution and you’ve sold them.

Another aspect of your pitch is what your English teachers always wanted of you, Active Voice. Choose those words that are strong not weak (for example -. a. I specialize in working with mediators or b. I work with mediators). Notice the difference in power between working and work? Keep it strong. keep it active.

And finally, say it with confidence. Insertions of ‘uummm’ and ‘well ahh’ tell the listener that you are not too sure what you provide, for whom, or to what level of quality. To overcome this very common mistake simply write down your elevator pitch and practice saying it out loud over and over until it no longer sounds like a scripted monologue but an easy, conversational response to a very common question.

The goal of your elevator pitch is clearly and briefly define your practice in a memorable and simple phrase that is said with confidence. Your pitch should be just the beginning of an exchange of dialogue, contact information and hopefully of services for a fee.

Below are 4 very simple steps to create the ultimate elevator pitch.

1. State who you work with first.
I work with mediators and arbitrators.

2. Articulate the predicament most often faced by your target market in terms that are meaningful to them.
I work with mediators and arbitrators ‘who need assistance marketing.

3. Provide the solution or benefit to the problem you just articulated.
I work with mediators and arbitrators who need assistance marketing their way to success.

4. Tell the listener what sets you apart from your competition.
I have increased my clients, case load on average of 80% over two years.

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Natalie J. Armstrong is the Founder and Managing Director of Golden Media a marketing and consulting firm dedicated to promoting resolution industry. She is the author of The Essential Guide to Marketing Your ADR Practice and speaks internationally on business development and the successful marketing strategies of the conflict resolution industry. More ADR Practice Development articles and information about Ms. Armstrong and Golden Media can be found at www.MarketingMediation.com.