It's the line you dread hearing ... especially if you are just starting out in your industry or if you are new to entrepreneurship ...
"So ... what do you do?"
It's not that you do not love what you do or that you do not want to share your professional passion. It's the fact you have not properly prepared an answer to this question, so you defer to giving your title. WRONG! (It happens all the time. I'll ask someone "What do you do?" and I get his/her title, which prompts me to follow-up with "Okay. So what do you do?")
The key relevance of an elevator pitch is you narrow down to a succinct 30-second presentation the what, why, and how of your profession; you want to inform your listener in a focused way that makes the listener want to say “Really?! That’s what you do?!” and that makes the listener start thinking of either ways to do business with you or the connections he/she can make for you. In short, the elevator pitch must clarify what you do that helps others be better at what they do.
You must clarify what you do that helps your listener be better at what he/she does. Use this 4-part approach every time you pitch yourself or your business, and you make it very clear to your listener what you do, the results you bring your clients, how you're different from your competitors, and how you're on your way (or already there!) to the top floor!
You have prepared for what you believe is a killer presentation. You have your technology ready. You have picked the perfect setting. You are ready to make this live remote presentation one for the history books.
Okay. Perhaps that's a bit melodramatic; however, you get my point. You have invested time, energy, and research in designing a meaningful session to deliver to an audience of listeners who are located all over the country -- possibly around the globe. However, full calendars and busy lives can preclude your target audience from attending the session live, and you have more who opt to catch the recording at a later date that's more convenient for them.
While you can understand and respect those realities, it does nothing to make you feel better about preparing to present a live web-based presentation or a synchronous class session, right?
A friend and colleague once shared with me people make time for what's important to them. End of story. So with that, let's identify three ways you can make your session important to your prospective audience, so everyone's not putting it off until a later date but is showing up live and ready.