Creating Elevator Pitch

An elevator pitch must be compelling enough that someone would want to do business with you by the time you reach your floor - you only have a few seconds to make this impression

Eben explains the elevator concept: 'If you were in an elevator and someone asked you, what do you do? What would you say? Now whatever you answer must be compelling enough that the person you're talking to would wanna do business with you by the time that you reached the floor that you were going to.'

Most people answer 'what do you do' with generic statements about themselves like 'I'm a writer' or 'I'm a relationship coach' - this approach fails because it's all about them instead of the prospect's needs

Eben contrasts typical responses: 'I'm a writer or I have a website or I'm a relationship coach or I'm a weight loss expert and it's all about them' versus his formula that focuses on customer problems and results.

A powerful elevator pitch example: 'I help overweight women who wanna lose more than 20 pounds get rid of their extra body fat in as little as ninety days without starvation diets or torturing themselves with military exercise. Do you know any women who would like to lose more than 20 pounds quickly?'

This is one of two complete examples Eben provides, demonstrating the full 5-part formula in action with specific target audience (overweight women), specific problem (wanting to lose 20+ pounds), specific result (lose body fat in 90 days), convenience factor (no starvation/torture), and engagement hook.

When it comes time to sell or make a first impression, it's not the time to be humble - you must focus everything like a laser beam to communicate benefits and results so prospects say 'that's exactly what I need'

Eben addresses common resistance: 'Most gurus or experts or authors or coaches, they like to be modest. They don't want to be boastful' but explains 'when it comes time to sell... it's not the time to be humble... This is the time when you need to take everything that you've learned and focus it like a laser beam.'

Professional marketing is not about being pushy - it's about communicating exactly what the other person wants by stating their problem and the result they desire in a powerful communication

Eben clarifies: 'professional marketing, professional sales, professional promotion, it's not about being pushy. It's not about being too forward with people. It's about communicating exactly what the other person wants.'

Your elevator pitch must wordsmith every single word to become crystal clear and compelling - it's almost like a headline that grabs attention and compels action

Eben emphasizes precision: 'when we're creating an elevator pitch, a short statement that communicates everything the prospect needs to know to become interested and to make a decision... This is the time to wordsmith every single word.'

There's a window of opportunity when meeting new people for the first time - most experts let these huge opportunities go by without delivering a powerful compelling message, causing prospects to lose interest

Eben warns: 'in most cases, what gurus or experts or information marketers do is they let these huge opportunities go right by, and they don't have a powerful compelling message to open up with. And therefore, they lose most of their opportunity.'

The 5-part elevator pitch formula: 1) 'I help' + specific prospect description, 2) 'who' + specific problem, 3) specific result/benefit, 4) convenience factor, 5) engagement hook question

Eben provides the complete formula breakdown: 'starts with the words I help... describe our specific prospect... you're going to say the word who... describe the specific problem... what you're going to help them achieve... add convenience... create a hook.'

The convenience factor addresses what prospects fear - for weight loss it's 'without starvation diets or torturing themselves with military exercise' which removes the biggest objection

Eben explains the psychology: 'So that's a big benefit because it's the thing that everyone fears. To lose the weight, I'm gonna have to go on a starvation diet or do military torture exercise.'

The hook question should be phrased so it doesn't point a finger at the prospect directly - 'Do you know any women who would like to lose 20 pounds quickly?' allows them to answer about themselves or recommend friends

Eben explains the psychology: 'this gives the other person an opportunity to answer the question. And either they could say yes about themselves, right, Because it asks in a way that doesn't point a finger at them. Or they can recommend a friend.'

Elevator pitches work as great headlines and video openings - they're powerful first impressions whether used in person, in videos, or online

Eben notes the versatility: 'You can see that these also, by the way, are they're great headlines. Each of these would make great openings to a video. They're really great first impressions to make on people whether you're doing it in person or you're doing it in a video or online.'

Condense your elevator pitch into a title for products or coaching series by extracting the juiciest part - focusing on results, benefits, outcomes and convenience

Eben demonstrates: 'I could summarize that down to a short title, lose 20 pounds of fat in ninety days... I'm focusing on the results, on the benefits, on the outcomes, on the convenience, and I'm just extracting the juiciest part.'