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How to Write Your 30 Second Elevator Speech

 

Financial Advisors can develop a way to say what they do that is authentic and personable! 

We have all at one time or another been at a loss for words when speaking about what we do, and when that happens, we lose an opportunity to make connections in the business world.

This elevator speech template is intended to help you create a 30 Second Speech (also known as a 30 second commercial). You should also have a shorter 10 second commerical to use in social settings.

My wish for you is to stand out in the crowd, become more memorable, and close more business!

Instructions: Print this page and complete each section

What we will be covering:

1. Describe What You Do
2. Describe Your Target Clients
3. Create Your Hook (Optional)
4. List the Results or Benefits Your Clients Achieve
5. Put it All Together into Your Commercial
6. Practice, Practice, Practice
Sample Financial Advisor 30 Second Commercials

 

1. Describe What You Do

 

Suzanne

YOU

What I do:

What you do:

I am a Business Coach

I am a financial planner
I am an investment manager
I am a wealth advisor

I help clients focus

 

Write a targeted Business Plan

 

Write a Marketing Plan

 

Set goals and intentions

 

Work on strengths and confidence

 

Push clients to be bold, daring and courageous

 

Open doors to new possibilities

 

Create an action plan for success

 

 

2. Describe Your Target Clients


You want your listeners to understand who you work with.  You want them to think about who they know that could use your product or service, so give them an idea of who you target.

Suzanne

YOU

My Target Client:

Your Target Client:

Entreprenurial Financial Advisors, Investment Advisors

 

Financial Industry Leaders

 

Financial Industry Career Professionals

 

 

3. Create Your Hook (Optional)

 

The Hook: The goal is to be memorable!

Your HOOK should be the first thing you say, the tidbit that makes you memorable. You want to get off to a good start by making an impression on your prospects by starting with a catchy statement. Be interesting and be successful!

You should have several hooks that you can use in differing situations.  Your bold attention-getting hook should be saved for reciting your 30 second elevator speech in front of a group. You should have a less attention-getting hook for one-on-one conversation, one that is not so "salesy."  Consider asking a question to make people think!

Here are some lead in phrases or hooks to start off your 30 Second Pitch:
Imagine your life with…
Did you know that…?
Now you can have…
Do you want more X in your life?
Does your business need…?
The secret of X…
Have you joined the X revolution?
Get rid of (problem) once and for all…
Here's a quick way to (solve a problem)…

 

Suzanne

YOU

My Hook:

Your Hook:

Who wants to know the secret to business success?

 

Goals are dreams with deadlines!

 
Imagine having clients lining up on your doorstep wanting to do business with you…  

 

4. List the RESULTS or BENEFITS your Clients Achieve

 

Or, the PAIN you help them avoid rather than FEATURES of your product or service

Typical results/benefits are:

Save time, make more money, achieve prosperity, find wellness, balance investments, live a stress-free retirement, live a satisfying life, have less stress, achieve financial goals, save for a dream home, get clear on financial goals, improve potential, have financial freedom, leave a legacy, protect from liability, have peace of mind, build wealth, provide for my family, avoid pain

Other resources:

List of BENEFITS Financial Advisors can use in their elevator speech
Financial services affluent clients want and are looking for in an advisor

Note: If your product or service is difficult to describe or difficult for the client to understand, and you have time, give an example of how you have helped a client or even how you would like to in the future.

 

Suzanne

YOU

My Clients Achieve:

Your Clients Achieve:

VISION
Creating a vision for their most ideal business

 

PLANNING
Identifying goals and objectives by creating a Marketing Plan that challenges  them to play a bigger game

 

BRAND
Developing a brand for their business that attracts their ideal client who is willing and able to pay their fees

 

BUILD WEALTH
Focusing on key activities designed to move the owner further than they've gone before

 

ATTRACT AFFLUENT CLIENTS
Developing strategies that appeal to a higher quality of clients so that you are working with fewer clients and charging more for your services

 

Seasonal Businesses - if your business is cyclic, don't forget to create a commercial for each season.  This applies to CPA's, financial advisors, landscapers, business coaches, party planners, home builders, caterers, and more.  Think carefully how this may apply to your business.

 

5. Put it all together: Your 30 Second Elevator Speech

 

ACTION ITEM:
Develop your 30 second commercial using my template above. Make sure that your commercial is MEMORABLE and appeals to your target client.

Compose your pitch so that you address what you provide your client in terms of BENEFIT. What PAIN do you solve for them? What makes you different?

You should have several Elevator Speeches depending upon the circumstances.  You will need a short and zippy 10 second commercial to use when time is in short supply.

 

Suzanne (notice the bolded benefits)

HOOK: Imagine your life with more SUCCESS and less effort!

I help financial advisors create an Effortless Marketing Strategy designed to maximize their income through sales and marketing tactics.  My clients learn how to draw business to them by becoming experts in their industries, by speaking, writing, and optimizing their websites, and by being bold and daring and taking risks with confidence.

My clients learn to focus on what they do best, attract affluent clients, so that they can take more time off to travel and live the life they've always wanted


You

HOOK:

 

 

 

 

 

 

 

 

 

6. Practice, Practice, Practice

 

Stand in front of the mirror and practice your elevator speech.  Practice with your spouse, your friends, and your dog.  Practice a 10 second version and a 30 second version.  You will need both depending upon the opportunity. 

You will use a 10 second commercial when you are meeting face to face in a casual networking environment or when you are introduced to someone. 

You will use the 30 second version in a more structured situation such as a professional leads organization like Le Tip or BNI. 

Closing Comments

Your biggest opportunity for success with your 30 Second Elevator Speech lies in how you follow up with contacts after meeting with them.  What do you do with all the business cards you collected? 

Don't wait for them to call you!  Take the initiative and call or email each person whom you made a connection.  My clients learn to follow up with contacts within 24 hours to schedule coffee or lunch.  Use this opportunity to find out how you can refer business to each other.  Be a "giver" and you shall receive.  

Toastmasters
Since practice makes perfect, you may need to seek out opportunities to practice speaking in front of a group.  The perfect opportunity to practice public speaking is at your local Toastmasters club.  

Find a location near you and give it a try.  Even if you never plan to give a keynote speech to thousands of people, attending Toastmasters will help you speak more confidently not only in front of others, but also one-on-one in everyday situations.

Toastmasters is a supportive environment with a structured meeting that encourages all members whether new or experienced to practice public speaking.   

 

Sample Financial Advisor Elevator Speeches

*Aha moment: The best 30 second commercials are those that give listeners a clear picture of who you work with and how you help them achieve their goals. The listener should be able to form a "mental picture" in their minds of whom they could refer to you.

#1: "I’m a financial planner passionate about serving individuals, families & business owners to help them overcome their money stressors, make better financial decisions, and save more towards their financial goals.  My clients have regular review meetings with me to ensure they are on track to meet their goals.

My clients are happier and live a more carefree lifestyle without stress knowing that they have an advisor they can trust."

#2: I'm an investment manager working with sophisticated high net worth investors, affluent women in transition, and family offices. My HNW clients have complicated lives and trust me to manage their financial portfolios. My women clients enjoy handing over their finances to an advisor they can trust. My family office clients value having a fiduciary to help manage complicated assets.

All my clients enjoy delegating their investments to a professional so that they can live their lives they way they want to: without stress.

#3: I'm a wealth manager helping business owners manage their company assets. I act as a fiduciary managing defined contribution plans such as 401k's and 403b's. I also have expertise in non-qualified plans and defined benefit plans. My business owner clients value assistance with tax planning and key person insurance to ensure that they have all their financial bases covered.

My clients report to me that they have improved peace of mind knowing their finances are in good order.

End with your offer

  • I offer a free, no obligation review of your current financial situation.
  • I offer a second opinion…


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