Does it pass the ‘Brenda Test’?

Katherine, the founder and director of Haydn Grey, showed us how to write a perfect ‘elevator pitch’. 

Did you read ‘elevator pitch’ and think, ‘Yuk, how horribly American!”?

You’re not alone.

But as Katherine explained, we all need to embrace our inner American; you know the confident, slightly sassy you… 

Most of us, even if we help other people promote their brands, products, services and companies, are reticent about properly ‘selling’ ourselves.

Katherine helped us get beyond that so that the next time we are asked “What do you do?”, our answer isn’t simply what it says on our business card.

We now have an 'elevator pitch' to explain in 30 seconds, or less how what we do makes a difference and how it can help people.

And we can do it in a way that passes the ‘Brenda’ test.

Brenda is Katherine’s mum. Brenda is 84 and as straight-talking as Yorkshire makes ‘em. Brenda does not talk about ‘data-driven results’, ‘bespoke products’, or ‘solutions’ anything.

Brenda likes to understand what things and people actually do. As in, what they could do for someone like her.

To explain what we do in a way that Brenda will understand means thinking beyond any jargon that comes with our industry and talking like a human; as we would to a friend in the pub.

Katherine shared the example of a headlamp manufacturer who switched from talking about their powerful beams and explained that their product helps you get home safely to your family. A powerful message that instantly paints a picture of why you want (need?) to buy their product.

So, what do you do to help people save money, save time, smile more, sleep better, worry less?

If in doubt, ask your customers. Find out how what you do makes them feel. You might be pleasantly surprised at the difference you have made to their working day, their home or even their lives.

Your elevator pitch should not be your entire life story or cover your whole professional cv.

Your elevator pitch is:

Who you are,

What you do,

How you bring a benefit,

A (short) story to show how you bring a benefit,

A call to action.

Many Akin members in the zoom workshop were surprised at how rarely they take the time out of work to think about their work; to ponder what it is they do and how they bring a benefit. And judging by the wonderful emails of thanks we received afterwards, it was a valuable exercise for many of us.

The next time you are in an elevator next to your ideal client or customer, with only 30 seconds until you reach your destination floor, what will you say?

If that still sounds too American, why don’t you work on your pub pitch?

Because at some point you will be back in a pub and someone will ask “So, what do you do?”

What will you say? 

And will it pass the ‘Brenda’ test?