You're probably familiar with the concept of an elevator pitch and why it's so important to communicate your unique value proposition and why prospective patients should partner with you.
But beyond the communication angle, creating an elevator pitch pushes you to get clear on who you want to serve, what problem you solve, why your solution is better, and why they should choose you.
In this video, I will be talking about the structure of an elevator pitch and how you can get started to create one for your practice.
For starters, an elevator pitch should be short, high-impact, specific and memorable. This is why you really have to take the time to think about it... you can't just 'wing it'.
When you have all these elements come together, yo can have a very strong first step forward when you meet your prospect patients.
The first thing we need to know in your elevator pitch is defining the problem your target audience has. When building your elevator pitch, start with something that resonates with them. Because by nature, people are usually motivated by self-interest.
Ask yourself: What's their problem, how does it manifest itself in their daily lives? Why haven't they been able to solve that problem?
The second piece of your pitch is explaining how you can uniquely solve your target audience's problem. The solution should immediately be clear to them. Your prospects not only want to know how you're going to help them... but also why it's going to work.
Ask yourself: How is your solution different from what they have tried before? What's the unique mechanism that makes it work?
The third piece of your pitch is designed to put your prospects at ease knowing you are the expert they have been looking for all along.
You can maybe talk about your track record in helping patients just like them. Make sure to match that with relevant training and medical experience.
Or, integrate social proof.
Ask yourself: Why are you the expert perfectly situated to help your audience with their problem?
The fourth piece of your pitch is making a case about the value of your offer. Oftentimes, people immediately look at the cost of what you can do that they forget the cost of not taking action.
A good deal sometimes needs to be thoroughly explained. Provide a good reason why now is the time to do this.
Ask yourself: Why is your offer a smart investment? What is the cost of inaction?
The fifth piece of your elevator pitch is what we call risk reversal. This step is very important because people are naturally skeptical... especially when they've been to a number of health practitioners who haven't been able to resolve their health concern.
Figure out a way to erase that skepticism... because that lowers the barrier to actually partner with you.
Ask yourself: What are the risks that your prospects are worried about? Why are they jaded about the offer you're making?
The sixth and last piece of your elevator pitch is your call to action. Essentially, people want to be led. They want to be told what to do next.
Figure out what what you want to tell them as the next step. It should feel logical so that people feel this makes sense, and will depend on the context (whether you talk to them in person, on your social media etc).
Ask yourself: What's the next best step for them?
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