Most elevator pitches are really just job descriptions — and a job description gives nobody a reason to refer you. In this episode, Alan tells the story of Brian, a financial advisor who said the same thing at networking events for years and watched people’s eyes glaze over — until he changed one thing and walked out of a single evening with three referrals. You’ll get the simple pitch formula that turns “what you do” into a portrait of *who you help*, the one tell that shows it’s working (watch their eyes), and how to build it from the exact words your customers already gave you.
This week’s Small Action: Rewrite your elevator pitch using the formula — “I help [who] do or get [what], so they can [feel, have, or become what]” — filling that last piece with the customer words you pulled in last week’s Language Audit. Then say it to one real person this week, watch their face, and ask, “Does that make you think of anyone?” Their answer tells you whether it’s sharp enough. One rewrite, one test. Drop that into your Fan Plan — the plan every FanMaker builds, one small action at a time.
Resources mentioned:
– The Raving Fans Scorecard (free, 6 questions, about 2 minutes): https://attractravingfans.com/scorecard/
Next week: Making Your Homepage a Welcome Letter — Combine your customers’ words, the structure, and your pitch all come together on the page where people decide whether to call.
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