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We all know the rationale behind the infamous “elevator pitch:” You only have a limited amount of time to provide a persuasive story to someone of who you are, what you do, and why anyone should care. The thinking is that you should imagine you are in an elevator when telling your story, to help you make it as brief as possible, before the person you are talking to tunes out.
But the length of your pitch is not the reason people drift off.
The truth is that when you tell people your profession, they instantly put you into a category, believe they know exactly what you do, and believe they have no reason to pay further attention. Start off with, “I do estate planning, or I’m a real estate broker, or CPA or copywriter” and they (think) they know exactly what you are going to say. So why should they listen?
Of course your task is to sound different than others in your line of work, making your story compelling and providing more of what you can do for them as opposed to listing your qualifications.
Which is exactly what you require of your good ideas—an unexpected combination of words that make you sound different, desirable and singular.
Capturing someone’s attention, whether in an elevator, headline, tweet, subject line of an e-mail or brochure is what makes you stand out and get listened to. So don’t worry about how long your pitch is. Worry about what the content is.
Got the idea?