The Respectable Elevator Pitch (in 30 Seconds)

What Does ‘Respectable’ Look Like?

• Respecting time constraints (30 sec)
• Respecting audience brain space
• Respecting the honey badger 

What’s An ‘XYZ+’ Statement?

• I help ‘X’ (person/organization)
• Accomplish ‘Y’ (solve problem)
• Using ‘Z’ (system/method)
• ‘+’ A great introduction for me is...

XYZ+ Examples:

Marketing Agency:

• Hey I’m Chuck with Roundhouse Marketing...
• (X) Right now, I’m helping chiropractors,
• (Y) Attract more qualified patients, 
• (Z)Using a simple dopamine drip marketing quiz.
• (+) This month, a great introduction for me is your chiropractor/ofc mgr/marketing director.
• Let’s connect and chat after the meeting...

Management Consultant:

• Hey I’m Elizabeth with The Intentionals...
• (X) This quarter, I’m help non-profit leaders,
• (Y) Revitalize their organizational culture, 
• (Z) Using our ‘Flip The Script’ Coaching System.
• (+) Right now, a great introduction for me is the director of a non-profit you’re currently supporting/working with.
• Let’s connect for a 1:1 after today’s meeting.

Non-Profit Director:

• Hey, I’m Lori with Next Step Ministries...
• (X) I help parents with adult special needs children,
• (Y) Regain balance in their lives, 
• (Z) Using our award winning day programs.
• (+) This month, a great introduction for me is the parent of an adult special needs child who needs some support and encouragement.
• Let’s connect via 3-way email sometime today.

Cremation Director:

• Hey, I’m James with Neptune Cremation Society...
• (X) I help busy adult kids of aging parents,
• (Y) Not get toasted by unplanned funeral expenses, 
• (Z) Using our Spicy Neptune Salad Stack.
• (+) A great introduction for me this week is your financial advisor, bc proactive funeral planning IS estate planning.
• Let’s chat about who you have in mind after the mtg...

Some 'Writer Downers'

• Resist the overwhelming temptation to use: ‘anyone, everyone, someone’..or other generalizations.
• Be bold. Be Narrow. Be specific.
• It’s okay to have an X,Y,Z+ Statement for each one of your ideal client profiles...
• "You increase your credibility when you lead with clarity..."

• "If you confuse, you lose..." - Donald Miller

Let’s talk about the Honey Badger... (i.e. Your Audience)

Honey Badger Is Thinking...

• What is this?
• Is this for me?
• Does it solve my problem?
• Who can I connect them with?

Honey Badger DON’T Care About... (In This 30-Second Context)

• My title 
• My accolades 
• My experience 
• My qualifications

Honey Badger DO Care About...

My ability to:

• Articulate who I help
• Articulate the problem I solve
• Be clear about who I want to meet

‘XYZ+’ Statements DOs 

• Be super specific (think of a current client)
• Economy of words is always appreciated
• Ideate/Role Play in your 1:1s
• Practice with a timer
• Have fun with it
• Buy me coffee

‘XYZ+’ Mistakes To Avoid 

• Using ‘corporate-speak word salad’
• Not rehearsing (with a timer)
• Adding ‘random thoughts’
• Going ‘off-script’
• Winging it 

A few more ‘writer downers’...

• Emulate before you iterate...

• Your X,Y,Z+ Statement is repurpose-able across ALL of your marketing channels (and offers).

• Respect your audience and your audience will respect you...

Ready To Write ‘XYZ+’ Statement?

• I help ‘X’ (person/organization)
• Accomplish ‘Y’ (solve problem)
• Using ‘Z’ (system/method)
• ‘+’ A great introduction for me is...