Hi, welcome to hooks flows and funnels. My name is George Beverley. And in this screencast, we're going to be talking hooks. So here's a really great tool that's going to help us and help you with your hooks. And it's called the elevator pitch. And if you're not familiar with it, the reason it's called that is because the idea is that you should be able to go into an elevator and press a button for the fifth floor.

And on the way up, you might meet somebody who might ask you, what do you do? What's your business? What's it all about, and by the time you hit the fifth floor, be able to tell them and explain in a very succinct way, everything that your business is all about. So that's the idea of your elevator pitch, short, snappy way of describing who you serve, what you actually do and how it benefits customer. So I want to take you through a really, really simple way to help you structure that. So I've got a series of descriptors that help you build up to what your pitch actually is.

And it starts off with the most important person. So for Who are we for who do we serve? Who's our target customer, that's the first part of the elevator pitch, be specific about who it is use, because this is really, really important. The next part of the pitches for the tight customer who have or who has a very particular problem, focus on the problem that they currently have and then bring in your product or service and what it offers the details of the service or the product and the features there off. What we then do is give the person listening to the pitch some context about how your product or service is different. So you say But unlike the competition or the status quot, your product or service is different, because it gives the customer a unique benefit.

This is a bit where we've turned the features into a benefit. We've selling the hole in the wall and not the drill, which is a well known phrase. So right at the end, it's all about what is unique about what it is that you do, and how that benefits the customer. So that's the format. It's starting with who you're for your target customer, the problems that they have what your product or service does to solve those problems, but unlike how it's different to the competition, or the status quo, because your product or service actually gives the customer x, y and Zed so I hope you're gonna find that useful. It's a great tool, as I say not only to try out on people when you are in a elevator, but also a great way of selling How you talk about your product or service in content.

You've got a short, snappy window, like a tweet or something or you're trying to explain it to an investor or a potential partner. Elevator Pitch is a great way to sum up everything that your business does. Say bye by way of example, just to kind of help you on your way, I thought I'd put together my own elevator pitch. So it looks a bit like this. So for small business owners or entrepreneurs who have a need for website leads, my product teaches them how to supercharge their website, but unlike other individual course is hooks flows and funnels combines three components in one along with insights. So that gives the customer confidence to invest in their website.

So I might later on fine tune that but i thought i'd just throw that together just to give you an idea of how The elevator pitch can actually work. I hope you found that useful and I'll see you in the next lesson.