Wednesday, August 5, 2015

Entrepreneurs need to… Ditch the Elevator Pitch and Embrace the Intro-mercial!

Words are powerful! 
When you think of a pitch, you think of someone throwing something at you or selling something to you. 

That’s why I coined the phrase Intro-mercial - A cross between an introduction and a commercial. Two words that have slightly less emotional baggage. An Intro-mercial is short, concise description of yourself, your business, your product or your service which will ENGAGE a listener and encourage them to take some further action.

  Five Ingredients for a Tempting Intro-mercial*

 1     Engage Them – Make sure you have their attention and their interest. DON’T START WITH YOUR NAME
a.       Ask questions,If you could design the perfect widget, what would it be like?”Do you ever have trouble finding the perfect widget?”
b.       State a statistic, “8 out of 10 people who buy widgets replace them within one year”
c.        Tell them a story “I bought my first widget in college and ever since then I’ve imagined improving their quality.”
d.      Use a relevant quotation: “To widget or not to widget, that is the question”
2.  Inform Them – Tell them what problem you solve; what need you fill. AND/OR what your mission, goal or objective is.
3.    Assure Them – Tell them your experience/some results you have produced– Give examples, use numbers 
4.    Seduce Them -  Tell them What’s in it for Them - How can what you do or sell improve people’s bottom line,  save them time, money or both? AND/ OR How can you make their lives better, easier, more enjoyable or more successful?
          5.  Invite Them (optional) - Tell them exactly what you’re looking for and/or need. 

Click Here to watch Haiku Deck on Ditching Your Elevator Pitch!

Top Tips for Powerful Communication

1. 60 to 80% of communication is nonverbal. Your visual and vocal message needs to be consistent with the words you are saying. If they are not, we tend to believe the visual and vocal over the verbal.

2    It takes two seconds to make a first impression, so you have to grab someone's attention fast!  Do this with a quote, anecdote, questions, or statistics.

3   The tone and inflection of your voice is responsible for 38% of your message. Habits like – Up speaking, Drop speaking and Whatevering weaken your message and make you sound less than confident.

4     PAUSE.  Give space in between your powerful points so people have time to absorb.  You can pause for up to four seconds

5.      Gesturing - it's essential! Forget that old rule about not moving around.  Gesturing keeps people involved and improves audience retention. Move your hands in upward vs. downward directions.

Remember to think about WIIFT (What’s in it for Them) People take action based on logic and emotion. Emotional appeals, often tend to have the most impact. Whenever you are trying to engage your listener, try to connect your appeal to an emotional need your listener may have and think about what you have to offer them and not just what you need from them. Logic influences thinking, emotion influences decisions” 

Choose words that have power, impact and imagery and compel the listener to ask you for more. 12 Most Persuasive words according to a YALE study: You, Money, Save, New, Results, Help, Easy, Safety, Love, Proven, Guarantee, Discovery.
 Learn to Speak YOU! – There is no one-size-fits all way to pitch. Discover and polish your unique communication style, something I call ActorType*, and cultivate a “pitch” that is authentic to that style. “Always be a first-rate version of yourself, instead of a second-rate version of somebody else.” - Judy Garland

 To take my ActorType assessment quiz, go to my website:

About Robyn
Once an extremely shy child, Robyn Hatcher is now passionate about helping individuals express themselves effectively and powerfully. Robyn is an author and communication skills expert and Founder of SpeakEtc., a boutique communication and presentation-skills training company whose clients have included C-suite executives and entrepreneurs, as well as academics and human services professionals. Her corporate client roster has included Fortune 500 companies and noteworthy brands, including Lifetime Television, Jones New York, AXA, UBS, Deloitte & Touche and Merrill Lynch, to name a few. Her first book, Standing Ovation Presentations (Motivational Press, 2013), is a complete presentations skills guide that contains a unique communication-style system called ActorTypes Standing Ovation Presentations was listed on as one the Top 100 Coaching Book and was named by Six Figure Startup as one of 4 Fun Business Books. In addition, Robyn has appeared as an expert guest on HuffPost Live, was a contributing media expert in PRNEWS 2013 Media Relations Guidebook, is a contributing subject matter expert for the newly released book Manifique Inside & Out by Bruno Gralpois'. She also wrote a personal essay that became part of the published anthology Dancing at the Shame Prom (Seal Press, 2012) (featured at Robyn has also written plays, screenplays and for two daytime dramas.