Trying to convince more people? If you have specific value to offer to a specific group of people, do this eight-minute trick. If you have a smartphone.
Every Monday, I have this routine of revisiting my understanding of the audience. Industry people call this “avatar” or “persona.” I want to keep fresh my understanding of your needs. This understanding tends to change and I sometimes decide to switch my focus on who the audience has to be.
After refreshing the understanding of the audience, I have this powerful practice of refining my introduction.
Whether you’re selling a product, inviting people to sign up, or convincing investors; this is for you.
Why Pitching Matters
No matter how great the contents of the book are, it doesn’t matter if no one opens it. If you created something to share with the world, it will be a shame if your pitch didn’t inspire them to dig further.
The first sentences you utter sets the tone for how people will stay with your message. It allows them to decide if what you have to offer is relevant to them. It defines what to expect if they stick with you for a couple more minutes.
Begin with Awareness
Before going through this exercise, be sure that you’ve refreshed your understanding of the audience. Hold in your mind a specific understanding of what you want to improve their life. Refining your pitch doesn’t work when there’s nothing to refine.
Rehearse with Your Phone
This is a simple yet powerful exercise. I usually do this in under eight minutes with my smartphone.
With the audience and their problem in mind, take your smartphone out. Imagine they’re in front of you. It’s even better if you open to check a social media profile of someone who fits the description.
While visualizing that this person is in front of you, record a video with your smartphone. Talk to this person as if it’s the first time you met them. Imagine that you had the opportunity to engage with them at a networking conference or a party.
Don’t spend so long. Your first two minutes are more than enough. The idea is to have a quick introduction that will make them inquire. If they’re not interested in digging deeper, don’t even bother with optimizing the fine print of your offer.
Replay your recording. See if it captures the profile of a person who has the pain point you’re addressing. See if you’ve mentioned that you’re solving for this specific problem.
Based on your assessment, rinse and repeat.
Check out how Vanessa Van Edwards breaks down a video elevator pitch:
Over to You
For most of you, it’s powerful to remind yourself of who you’re talking to and what their problems are.
After refreshing your understanding of the audience, get your smartphone camera out! Do your eight-minute exercise to get yourself closer to convincing more people.