Elaine actually started the ball rolling on us hiring a gaming addiction therapist for my 10-year-old, so I wanted to get her Pitch right. I spent the majority of the time with Elaine trying to understand the most likely pain scenario for a family facing this kind of addiction. As with all other guests, Elaine’s definition of the pain was too generic for my taste. She called it ‘lost potential’ for the addicted children. I challenged her to research further to determine whether that meant that addicted kids never went to university or never got a job or never got married. When she gave me an extreme example of what happened to her own son, who stopped eating and bathing and dropped out of University, I didn’t want her to use that in her pitch. Simply because the majority of her prospects probably never see themselves there.
The lesson in this episode is that if the pain is too extreme and rare, it won’t resound with the larger audience. More parents are likely to be open to listen to what Elaine has to say if she introduced herself by saying that she prevents young men from never being able to get a job in the future vs. saying that she stops young men from stopping to live. It would seem too unbelievable to where they see the problem (for the greater population, anyway).
Remember the Elevator pitch formula: give a statistic about the pain of your target prospect and say how you help. It’s as simple as that!
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