Recently, I have been putting in a lot of work on a side project that has resulted in me getting multiple 30 second opportunities to pitch a new service. It’s definitely not an ideal situation and the people I am pitching to are looking for the first chance to throw me out of their office. I have intruded on their day and am taking valuable time from them. The whole situation is designed for me to fail. 

It’s supposed to go like this:

Bored and slightly irritated business person:  “You have 30 seconds.”

Me: “I would like to thank you for giving me time today…”

Now, mildly annoyed business person: “You now have 20 seconds”

Me: “I am selling (techy, business-y” service) and I would like for…”

Relieved and still annoyed business person: “Oh perfect, we are NOT BUYING!”

In these situations, the people I am dealing with don’t want to buy because it causes them to have to do more work. Admittedly, it probably ranks as one of the worst selling situations, but the truth is “what I have, they need.” Because I know this, I have prepared ahead of time and crafted a ONE-LINER. 

So, the conversations have been going like this:

Bored and slightly irritated business person:  “You have 30 seconds”

Me: “Perfect! I only need 10. {Insert One-Liner}”

Inquisitive but still slightly annoyed business person: “How does that work?”

Me: “I’m so glad you asked, do you have 5 minutes for me to explain?”

Suddenly realizing that they have fallen into my trap business person: “[hesitantly]…Yes, yes I do.”

The point I want to make is that no matter WHAT or to WHOM you are selling, you only have a very limited space to communicate it and create interest!

Being prepared ahead of time before you start speaking about your business is the difference between failure and success. 

You have to know what your potential clients want and what they are expecting to hear and most importantly, YOU NEED TO KNOW WHAT YOU ARE GOING TO SAY! 

BUT THATS THE HARD PART — KNOWING WHAT TO SAY! 

Here is what we have found:

People are wired for narrative format, they yearn to hear a story. I guarantee that if you just started reading a CHILDREN’S book out loud in public, ADULTS would stop and listen.

If you can learn to communicate about your business in this format, you would make your potential clients stop and listen to you about your business. 

Here is a story:

She couldn’t get it right. It had been months now and so much time and effort had gone into getting this right…not to mention money. It was so hard to understand how so much work could be all for nothing. It didn’t seem right. 

She never had a problem when she was one-on-one with her clients. She always connected and the finished work was ALWAYS awesome. It would go so well that many of her clients actually became friends and would invite her to their children’s birthday parties, for crying out loud! 

But she couldn’t seem to get all of that across to the people who visited her website. 

She had paid for marketing. She had 100’s and 1000’s of hits and clicks but a big fat ZERO in the sales column. This was so stupidly frustrating! 

There had to be another way, a way to simply tell people that her service was worth MORE than what she was charging and they would be HAPPY after they paid for it. 

And there was. That was 3 months ago.

She had discovered her “WHY” and nailed down her brand narrative. 

Now, she has trouble keeping up with the bookings and dealing with the guilt of having to turn clients away because her year is COMPLETELY BOOKED OUT! 

That was an over the top, intentionally emotionally manipulative piece of advertising for us and I bet you read it and it didn’t register as that. You know why,

1. Because it’s true and
2. Because it was a story with a happy ending.

Here is that same “story” in a different format

“Stop letting the daily hustle grind you down. Let your website do the work so you can focus on your clients.”

It’s dealing with the same situation. Exhausted, talented photographer who is being stretched too thin and desperately needs to be able to have her sales pickup and be run on autopilot. The happy ending is that we help her do that. 

Because we know the story we are telling it allows us to tell it in many different ways, which gives us the ability to better sell without selling out. 

That’s what we want to help you do.

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