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The last time I was in Seattle for SEO training, I was walking back to my hotel room after dinner when I was stopped by a homeless man. He was sitting outside my hotel and struck up a conversation. He was homeless but not hopeless. He prided himself on his musical talent and his unique songs on YouTube. I was immediately intrigued and wanted to hear more. He proceeded to inform me that he has two years worth of daily uploads to YouTube and how to Google his somewhat common name to be sure I saw all of them. I handed him my leftover dinner since it was likely headed for the trash and we parted ways.

The following day, I tried to look him up on YouTube to hear his unique music and see his accomplishments. I only remembered part of his name and couldn’t find him online so I waited until dinner time and went searching for him. He was in the same place as the night before and recognized me as I approached him. I asked for his name again and wrote it down. I handed him the $7.00 I had in my pocket and wished him well.

When I pulled him up on YouTube, I saw several videos of him working his magic on his homemade instrument and discovered that he writes his own lyrics. His music is truly unique and his style is surprisingly confident for a man down on his luck. You’ll have to take a few minutes and check him out for yourself.

Glen (Pops) Freeman a.k.a. Glenn (Pops) Freeman

How does your elevator pitch compare to Glen’s? Do you intrigue strangers immediately? Do you get people asking for more information after your pitch? Do they follow up and Google your name to experience or purchase your product? Do they blog about you?

To loop back to the basics and renew your elevator pitch, the following steps will be helpful to get you there:

  1. Define your goals – when you sit around dreaming about getting a break, what do you want that break to ultimately get you?
  2. Know your audience – pitching the wrong people is a waste of time. Put yourself in front of your ideal audience but don’t be afraid to practice on anybody.
  3. Intrigue people – you care about and understand your product but strangers need a reason to pay attention.
  4. Be consistent – make sure you’re consistent in delivering your message, filling in the pitch with additional information where necessary, follow up on the message you’ve presented, make sure the experience is the one you’ve described.
  5. Be ready to close – after all, your pitch is a means to an end so be ready to give them more information and potentially get the sale.

Once your elevator pitch is complete, try it out on a few people. Review their feedback and make any adjustments that will improve it. Then repeat.