The Coach's Corner

New Ideas for Your Elevator Speech

October 12th, 2020 // Tom Doescher // 0 Comments

Tom Doescher - Doescher Advisors

Somehow I missed another great author, Donald Miller, whom many of you probably already know. He has led a pretty diverse life, which includes the making of a movie based on one of his books, Blue Like Jazz. In another book, Building A StoryBrand, he does a wonderful job of helping organizations script their “elevator speech.” I’ve experienced — and agree with — most of his advice.

When it comes to his StoryBrand messaging, he recommends using the following seven categories as a framework:

  1. A Character: The customer is the hero, not the brand.
  2. Has a Problem: Companies tend to sell solutions to external problems, but customers buy solutions to internal problems.
  3. And Meets a Guide: Customers aren’t looking for another hero; they’re looking for a guide.
  4. Who Gives Them a Plan: Customers trust a guide who has a plan.
  5. And Calls Them to Action: Customers don’t take action unless they’re challenged to take action.
  6. That Helps Them Avoid Failure: Every human being is trying to avoid a tragic ending.
  7. And Ends in Success: Never assume people understand how your brand can change their lives. Tell them.

Miller summarizes the above with three strategies:

  1. Identify your customer’s problem.
  2. Explain your plan to help them.
  3. Describe a successful (happy) ending to their story.

As you know from Adam Grant’s book, Originals: How Non-Conformists Move the World, sometimes we need to take risks — so here I go. The following is the Doescher Advisors StoryBrand Elevator Speech:

“Over decades we meet business owners who are lonely. They lack an experienced, objective, confidential partner. Doescher Advisors fills that void through active listening and practical advice, like a member of the owner’s executive team. The result: Our clients sleep better. Try us out for a month, with no further commitment.”

For those of you who have read StoryBrand, please let me know what you think of my new elevator speech.

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The Advisor’s Corner

Tom DoescherYou’ll find stories from the trenches, business lessons, and pertinent questions to help you find inspiration, professional growth, and leadership savvy.

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