First off, what the heck is an elevator pitch? According to Wikipedia, it’s
the concise description of an idea in the time span of an elevator ride, or a few minutes. Typically used when referring to entrepreneurs trying to pitch an idea to a venture capitalist or top executives in order to receive funding.
“That’s nice,” you say. “But I’m not pitching the idea of bankruptcy to venture capitalists. Why am I even reading this?”
If you can’t think of a reason for an elevator pitch, you’re not thinking like a pro. When you meet someone at a party and they ask what you do for a living, which of these two answers sounds better:
1. I’m a bankruptcy lawyer
2. I help people work through their financial difficulties so they can build personal wealth and get a fresh start
Clearly, it’s the second answer. The first one elicits a response such as, “Oh, OK,” whereas the second one gets, “Really? Wow, I know a lot of people who are having some tough times. Do you think you may be able to help?”
The underlying issue behind an elevator pitch is the fact that you need to be remember that you sell a solution, not a service. Bankruptcy conjures images of people panhandling on breadlines, and it scares the wits out of people who need it most. That goes for your callers, people who come to see you, and the public in general.
Remember the debate leading up to BAPCPA? Debtors were either sad, poor people on the verge of losing their homes or they were dishonest, greedy misers looking to game the system.
Who the heck wants to be lumped with either group?
Your clients and prospects need to know that they’re hard-workers, they’re honest, they aren’t going to be poor forever. They’re having some problems, but it isn’t the end of the world. They need help getting back on their feet, they don’t need a hand out.
What’s YOUR elevator pitch? Comment to this post and let’s hear what you’ve got to say!