Nobody Needs an Elevator Pitch

beverly flaxingtonBeverly Flaxington is a practice management consultant. She answers questions from advisors facing human resource issues. To submit yours, email us here.

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Dear Bev,

We recently went through an exercise with a marketing firm to identify our ideal client and implement strategies and tactics to focus specifically on those people we want as clients. Much of what we came out with is what I would call “soft” elements. It isn’t so much clients who have a certain amount of money, are a certain age or even have a defined career path. It’s that they want to partner with us, enjoy working with an outside expert, are comfortable delegating and value their time. They don’t want to spend it on their finances.

The marketing firm is helping us rewrite our copy on the website and coming up with some marketing materials to send when needed. But the questions coming up from my team are, “How do we turn this into an elevator pitch? How do we say these things that are deep and meaningful in two short sentences when someone is with us in an elevator?”