Guardians of Grail

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[link widoczny dla zalogowanych]

[link widoczny dla zalogowanych]

[link widoczny dla zalogowanych]

A lot of blood,[link widoczny dla zalogowanych], sweat, and tears goes into crafting your 'elevator speech' (I hate that term). You've probably agonized over it, striving to catch just the right tone and wording. Finally,[link widoczny dla zalogowanych], you're (hopefully) finished.

For the final blessing,[link widoczny dla zalogowanych], you turn to your friends and colleagues, and test it out. They respond:

"That's great,[link widoczny dla zalogowanych]! I love it. Go for it."

They've just killed you with kindness.

Are they lying? No, they aren't. They sincerely like it. The problem is, they aren't your clients. Or, worse yet, they might be potentially clients, even if they are friends or colleagues, but you'd never know it.

So, what's going on?

The true purpose of the so-called 'elevator speech,[link widoczny dla zalogowanych].'

Your 30-second shpiel is not meant to win you a client or a contract. It's not meant to sell your t-shirts, or anything else you sell.

The only thing your marketing 'tagline' if you will is supposed to do is help the person who hears it decide if they want to walk into your store or not. It's just a window display that helps them decide: "Is this something I'm interested in, or do I know someone who might be?"

That's it. It doesn't have to do such heavy lifting. In fact, 30 seconds is way too long. One or two sentences is plenty. Because once you've spoken them,[link widoczny dla zalogowanych], they'll know immediately if they have 'the response' or not.

The only response that counts.

The only response that counts is if someone can either say,[link widoczny dla zalogowanych], "That's me!" or if immediately, without having to think about it or be prompted in any way,[link widoczny dla zalogowanych], faces or names of people they know jump into their mind.

"I help women who are struggling with chronic illness and still want to contribute in the world." Immediately, I'm seeing the faces of women I know who fit this.

"We help people in business for themselves, who got into business to make a difference, but really, really need to make a profit." "You do? My buddy Tim needs to talk to you."

When a client of ours landed on the right message, she tested it out on friends, and they didn't say: "Oh, I like that." They said: "Wow,[link widoczny dla zalogowanych], I didn't know that's what you were doing. Can you help me?"

THAT's the response you're looking for.

Oh, there might be one other response.

The other response: "That's nice."

Sheer indifference will be what comes up for people who aren't interested,[link widoczny dla zalogowanych], and who don't know anyone else who is. Which is absolutely fine.

You can walk past an automotive speciality shop, and if you're into cars, you get drawn towards the open door like a magnet. But if you're not, you might not even notice that store is there.

It's not necessary that your message wow people, or even be that remarkable. It just needs to be clear enough to call someone's name, so the right people can say: "That's me- I want to talk to you about this."

The Who-Who-What

I don't call this message a 'tagline' or an 'elevator speech.' I call it the "Who-Who-What" after the three elements that make it up. Once you have these three elements right, you'll be calling your best clients' names,[link widoczny dla zalogowanych], and they'll respond,[link widoczny dla zalogowanych], with interest.

Let me explain these three to you.

Keys to Calling Your Clients' Name