I recently authored two other articles on Elevator Statements. One suggested using the logline model drawn from pitching to film producers; whereas the other suggested a Problem, Benefit, Target, Goal paradigm.
Another approach to developing a compelling Elevator Statement draws on the popularity of the ‘Why’, made famous by Simon Sinek.
To develop a Why based elevator pitch, it's helpful to consider two very central questions:
- What triggered you to start on your own journey?
- What stories along the way helped to reinforce that your journey was on the right path for you?
These two questions are 'nutritious' food for thought for all of us in uncovering our Why!
Here is an example of a Why Based elevator statement from someone I coached who thought deeply about these two questions:
“For as long as I can remember, I was appalled how much money the government wasted. I decided to become an expert on tax. I made it a purpose of mine to help my clients legally reduce their tax bill – putting more money back in their pockets, rather than in the government coffers.
I happen to be a Tax Partner with (Top Name Firm.)”
Don’t you think this is a lot more engaging than:
“I work with (Top Name Firm) in their tax practice” ??
What is it about the Why?
When people can articulate their own Why, there are triggers that go off, not only in their own physiology, but also in the physiology of the listener.
I am sure those triggers are deeply rooted in the same parts of our brains that give us pleasure when we hear a story.
Stories – whether at job interview – or anywhere else, play on the wiring of the human brain.
When we tell stories, the brains of both the teller and the listener get in sync.
According to research from Princeton, an emotional part of the brain, the insula and also the frontal cortex light up whenever a story was told and listened to.
We are wired to hear stories.
Develop your simple, yet engaging Elevator Statement that is founded upon your Why.
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