What’s your elevator speech?

If you’ve been around the marketing block a few times you know what I’m talking about.  It’s the “imagine you’re in an elevator with the perfect prospect and he/she asks you what you do.” moment speech.  Most of us at one time have either done the exercise or procrastinated the hell out of doing it.  If you’re a member of group two…read on

The key problem with writing the speech, or finding your niche, or focusing your marketing, or narrowing your funnel, etc, is getting ahandle on WHAT YOU REALLY WANT.

Seems simple enough, but most people have no idea…which explains why most people have ‘jobs’ (someone tells them what to do) rather than ‘businesses’ (they decide what needs to be done).  If I haven’t pissed you off yet, you’re likely in business or want to be…cool.

So, to the meat of the matter…how the hell do we get to the ‘heart’ of things?  The formula I use comes from a Survival Travel Course I took (and subsequently taught) about 25 years ago.  The rules were:

1. Know where you are.
2. Know where you’re going.
3. Know how to get there.

In my own ‘personal mission’ it begins with “Be Who You Are and Live the Truth.”  That’s the heart of my matter, my radical honesty to put it another way.  Knowing what really matters to me, being ‘who I am, is my ‘where I am’, my ‘living the truth’ of that is where I am going.  My how I get there is my day to day action.  And, from a marketing perspective, here’s the 3 questions you need to ask yourself:

1. What do you do better than anyone?
2. Who do you do it for?
3. How do you do it?

If you can rhyme off the answers without difficulty, consider yourself part of an elite group.  Most people really struggle with this exercise, but it’s a critical one to do.  If you take the time to do this I absolutely guarantee you that you can expect your bottom line (ie your bank account) to increase.  Partly because now you’ll REALLY know what it is you need to do…but mostly because now you’ll likely have the motivation to BEGIN.  And nothing happens without action.

“You don’t know what you don’t know, and that’s why you don’t have.  Because if you knew what you knew you’d have.  Because to know and not to do, is not to know.”  Casey Combden.

It might sound like double talk, but that quote speaks more truth than you might care to admit.  If someone was holding a gun to your head and said, “Give me three good reasons to let you live”  you’d probably come up with three good ones (we’re hoping anyway…).

The Secret, while a great idea (it’s all about the Law of Attraction if you haven’t checked it out yet).  The problem is most people miss the word buried inside AttrACTION.  Those who do, have.  Those who don’t, have not.

If what you do has value, if it IS your heart, then get busy dude (or dudette) and take some frickin’ action already.  Last time I checked, this time around is a limited engagement (reincarnation aside) so get busy.  Answer the questions on a 3×5 card if you have to or, do it in lipstick on your bathroom mirror.  Whatever it takes to get you moving in the direction you want to go.

Now get busy.

Phil Hughes

www.philhughes.tv

www.thecompletecoach.com

www.learningevolved.com

What do you think? Please comment below to tell me.