Like many of the health coaches I’ve had on the show, Tim began his pitch by talking about his story. There is nothing inherently wrong with starting your elevator pitch that way except people truly are more interested in themselves than in anyone else, no matter how compelling the story.
The other thing specific to Tim’s story was that it talked about a lot of different types of pain that he could help with. When I asked him to focus it down to identify one specific painful health problem, he admitted that it was something he had struggled to identify.
Remember, your 30 second elevator pitch is a complete mirror of what your business strategy is or isn’t. It reflects your struggles and the indecisions of where to focus in terms of targets and specialties. Due to the lack of hard research data from Tim’s community, he just kept guessing which was the best target to message to.
In fact, one of his biggest struggles was wanting to help everyone because he literally could. I’m not saying that that he can’t and that he shouldn’t help everyone, it’s just that if he wants to double his sales, he has to focus his growth in one direction at a time. It’s about picking the most viable target group and the most painful problem to become a specialist in so that Tim can pump out podcast interviews, social media posts and blogs about that one topic.
If you thought what Tim went through was a great experience, come be my next Guest!!
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