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You ever go to a meetup or conference and have someone ask the dreaded question: “What do you do?”

You clam up. You don’t know how to respond. “It’s complicated,” you say. They look uncomfortable. You stumble over your words.

It’s not a pretty sight.

People want to listen. They’re eager to look for themselves in the story you’re telling, but you need to grab their attention quick or you’re going to lose them. You only have a short amount of time.

You need to be ready to give a pitch for what you do at any time in any amount of time!

It’s difficult because you lack clarity. In many cases, you haven’t decided for yourself who your ideal customer is. You haven’t determined what very specific thing you do. You haven’t determined the very clear outcome or result you provide for people.

Your message needs to be adaptable and you have to be ready to expand and contract on the fly.

We naturally want to give people the ABC (this is a mistake), but what we really need to give them is the XYZ.

We talk more about how to get clarity on your situation in today’s episode.

Highlights, Takeaways, Quick Wins
  • Your message needs to be adaptable to the different amounts of time you have to share it.
  • Repackage your pitch for different people. Present it in a way that is useful to them.
  • When you say you do a very specific thing, people will assume you’re very good at it.
  • The more specific you get about what you do, the more people find themselves (and anyone they know) in your story.
  • Paint a picture of the person’s life after your solution.
  • Always start off with the six second version of your pitch.
  • Infuse the reasons why people buy from you into your message.
  • Keep the focal point of the story you’re telling on the person you’re helping.
Show Notes
  • 02:44 Sean: You’re at events, you’re at a conference, and sometimes you just have a few seconds, maybe six seconds. You’re in an elevator and that’s why they call it an elevator pitch. Maybe you’ve got a full minute. In some rare cases, you might have more than a few minutes. You might have 10 minutes. That’s very rare, to have someone’s attention for that long to actually give a pitch. A conversation, sure.
  • 03:06 You can have a ten minute conversation, a dialogue back and forth. You talk, they talk. I’m talking about a pitch—you talking about your own thing. It’s very rare to have that much attention. Maybe on a podcast, you have that much attention, because they can’t really talk back to you. That’s a really rare and precious thing, to have someone’s attention for 30 minutes. That’s a long time to have someone’s attention.
  • You’re going to find yourself in situations where you have different amounts of time to tell people what you do, so your message needs to be adaptable.

  • 03:40 You need to be able to expand it and contract it. You have to be ready to go. You have to have that pitch ready to go. I was asking people in the chat earlier, “Do you struggle with this? Someone’s like, ‘Hey, what do you do?’ and then you clam up?” Maybe you’re like, “I do a lot of things. It’s complicated.” Is it complicated for you? It’s complicated for all of us. We all have so many things going on.
  • 04:14 There’s a thing we do, a thing we have to do, the thing we want to do, the thing we would like to do, the thing we’re kind of doing, the multiple things we’re sort of focusing on… If any of that’s resonating, it’s because I’m just speaking for myself. We’re all experiencing this. You’ve got to simplify that.
  • You need to learn how to package your pitch up for other people.

The More Specific You Go, the Better!

  • 04:37 Sean: When you’re telling your story, what do you do? This person is being polite. They’re indulging you. They’re letting you talk. They’re engaging. Maybe it’s small talk for them. It’s a kind thing to do. It’s something people say, “What do you do?” But they’re willing to listen in this moment. Most of the time, they’re just being nice. What they’re also doing, as a sub-level process, is that they’re looking for themselves in the story that you’re telling.
  • 05:06 Do I fit? Am I the type of person that you help? Can you help me? Can you be someone that helps me with a problem that I have?
  • 05:16 Ben: That makes me feel a little bit more anxious, because then I want to tailor what I’m going to say to the person with whom I’m speaking if there’s some variety in the kind of client or customer that I serve.
  • 05:31 Sean: Then you want to be slightly more broad, so that it encompasses more people. Then you have a better chance of it resonating. “Well, you know, I help companies reach people better with branding. Or not. Other things as well.” They’re trying to track with you, and you’re like, “Maybe I’m vague enough so that they think that I could help them.”
  • 05:53 Ben: Or, you list all the things. In my copy, I was writing copy for my website, I was like, “Companies or businesses or brands who provide services or sell products…” You can’t say all of those things. It’s tough.
  • 06:17 Sean: It’s very tough.
  • We feel like the more specific we get, the more we exclude, and the more we miss out on opportunities.

  • 06:27 “I could have gotten them as a client! I could have had them as a customer had I not been so specific. If I had made it a little more broad, they might have checked it out and realized that it’s for them.” What really happens is that when you dump everything, you’re so diluted, vague, and broad, that you cover the whole spectrum, people don’t feel like you can help them out at all.
  • 06:49 I had this happen to me at a conference. I was talking to a person and I asked them what they did. They just started dumping. They were telling me everything. “I can do this, I do that, this, this, this, this, this…” I actually was someone within that “target audience.” In this very broad, vague audience that they try to reach, I was within that. I was actually their ideal candidate. They do a bunch of different things related to books, like helping authors…
  • 07:24 I’m even helping them by saying “helping authors.” They didn’t say that. It was about “what I do.” It wasn’t about “who can I help?” I was trying to put together the pieces. They’re like, “I can do book promotion, cover design, marketing, copywriting, email automation.” All of these are very good things, but it wasn’t presented well. They didn’t have a strong enough pitch to hook me. I’m a person who just wrote a book that I want to promote.
  • 07:58 I’m that person! But I had no confidence in them, none whatsoever. The thing about specializing is that people think that you’re an expert.
  • When you say that you do a very specific thing, people assume that you’re very good at it.

  • 08:15 Whereas, if you say that you do three things—pizza, Chinese food, and chicken—people assume that each is probably not good. All of them are mediocre.
  • 08:25 Ben: That’s why I never go to those combo Taco Bell/KFC places.
  • 08:30 Sean: Scary stuff, man. They cook it all in one microwave? One is supposed to be cooked for 30 seconds, another for 45. Eh, what’s the difference? They do it all at 45, it’s easier. I don’t know. That’s the story going on in my mind.
  • When you tell me that you do everything, I assume that you don’t do it well.

  • 08:51 When someone specializes, when they have the guts to say, “I do this thing well,” a bunch of magical things happen. We are going to get to a really practical pitching tip in just a moment. We want to give people the A, B, C of what we do, but we should be giving them the X, Y, Z.

Benefits of Specificity

  • 09:11 Sean: When you specialize, you focus on one thing that you’re really good at, a bunch of great things happen. Number one, if someone falls within that target, they’re like, “Oh my gosh, you’re the perfect person for me. That’s me! Of all the things you could do, that very specific thing is me. No one else in the world has ever had the guts to specialize so specifically. I can’t think of anyone else I would rather go with than you. Of course I’m going to pick you. No one else has ever said that they are a X.”
  • 09:46 You had the guts to do that. What will happen more often than not is that the person will fall outside of your target audience, because you are being specific. You are excluding people. There’s no getting around that, but you are seen as an expert. You are the person who is specializing in this one thing. Two things happen here. The person is going to go, “Well, whenever I want that thing, I’m certainly going with this person. I’ve never heard anyone be so specific. Everyone is vague.”
  • 10:15 “We help companies and brands interact and engage with their customers with a great culture…” Okay. What? You didn’t say any words. They will think, “Whenever I want that thing, I’m going with them.” Secondly, we all know a bunch of people. We know different projects they’re working on. This person needs a contractor. This person is looking for a designer, whatever.
  • When we hear someone be super specific about what they do, even if it doesn’t fit us, we immediately think of someone who would be perfect for that service.

  • 10:52 “You would be perfect for this person I know, my friend. They need that.” That’s very powerful.
  • 10:58 Ben: You want to be the hero who connects these two people. “Look at this connection I made! I’m such a good friend!” Another thing happens too, I think. Sometimes, that person falls outside of the specific thing that you do, but they can insert themselves as a candidate for your services as a peripheral thing. I’m just going to use video services as an example.
  • 11:33 Maybe you help real estate agents produce videos for content marketing. Somebody who works in another industry knows they’re not your target, but you have such specificity that they might think, “If they do it for real estate agents, I’m sure they could do it for whatever I do.”
  • 12:00 Sean: I’m glad you brought that up, because that was another one that I forgot to bring in. They’ll be like, “You do real estate video? Could you also do commercial real estate?” Or, “I’m going out on a limb here, but could you do a corporate event?” They’ll branch out a little bit, because they’ll think, “Well, at least they’re an expert.”
  • 12:23 “Maybe they didn’t say that they specialized in this other area, but if they’re an expert and I see the overlap, I would like to have an expert work on my project.”
  • Someone who does a variety of things isn’t seen as an expert on anything.

  • 12:37 The views of a generalist are not interesting. The views of a specialist on any topic are interesting. “Here’s what this chef thinks about the election.” It’s automatically interesting.
  • 12:56 Ben: There was a real example of that recently here in San Antonio. The coach of our basketball team, the Spurs—how qualified is any individual to speak on political things? Pick a person off the street. That’s not to say that someone who is a basketball coach can’t have some built in credibility because of their status, because of that level of achievement, but still, those are completely unrelated things.
  • 13:45 Maybe there are some similarities, but for the most part, those are completely unrelated things. But people put a lot of stock into his opinion because of his position, his title, which doesn’t have anything to do with politics.
  • 14:00 Sean: He’s just an expert.

Know Your Who

  • 14:03 Sean: The first thing you need to know is that people are looking for themselves in your story. They’re looking for themselves, and if they can’t find themselves in your story, they’re looking for other people that they know. “I don’t fit this story you’re telling, this person you reach, but who do I know that does?” We’re just pattern-matchers. We are just trying to find what fits in the hole.
  • 14:25 You know those spheres that kids have with the yellow shapes? The diamonds, the plus, the squares, and the circles that fit into the holes?
  • 14:34 Ben: I know what you’re talking about, but we don’t have one of those. I think they stopped making those.
  • 14:39 Sean: We’re just trying to pattern match. When you have this blob of a hole, we don’t know what shape goes into that. Does my plus fit? Does my diamond fit? Does my square fit? I don’t know. It’s just a blob. I’ve never seen that particular blob before, with this bulbous part on the top right side. It’s nothing. It’s vague.
  • The more specific you get, the more you increase your chances of pattern matching with anyone—and anyone that this person knows.

  • 15:13 You’re so scared. You’re like, “If I’m broad, everything fits.” But people are like, “I’m not messing with that blob. I want to know that it’s a perfect fit.” People are looking for themselves in your story, and if it’s not them, for people that they know. The more specific you go, the better.

X, Y, Z

  • 15:35 Sean: We want to say, “I do A, B, C.” Me, me, me. This is what I do. Figure out the rest for yourself. This is the shape of the blob hole. Maybe your shape fits into the cutout. Who knows? You have to figure it out. This is what I do, so figure out if it works for you. We naturally go to that. We want to give people the A, B, C. I do this, I do that. What you should be giving them is the X, Y Z. What is the X, Y, Z?
  • 16:14 X, Y, Z is, “I help X do Y so that they can Z.” X is the person. You have to know your who. Who are you trying to reach? Who is this person? You’re so focused on yourself. “This is what I do. Come find me, world. Give me money.” Who is the person you’re trying to reach?
  • Know the who well, and be very specific when you tell people, “I help X do Y,” which is the thing they’re trying to achieve.

  • 16:55 People don’t buy products. They buy a better version of themselves. They’re not buying your product or your service. No one in the world buys products and services—they buy a result, a better version of themselves. They’re buying a place they want to be. What is that place? That’s the thing that you pitch. That’s the Y here. “I help X do Y.” What is the reason for what you do? That’s what makes you interesting. There are plenty of people who help X do Y.
  • 17:27 The end. What makes you different? Why are you even in this game? Why do you care? What drives you? What motivates you? This is the differentiator. That’s the Z. “So that they can Z.” “So that they can build their communities.” “Oh, wow, you’re not just helping clients so that they make money?” “No, I actually want to empower them.” Whatever that is for you. “I help X do Y so that they can Z.” 15 people starred that in the chat, so I think they like it.
  • 17:57 Ben: Those are actually three distinct points of niching down. You’re talking about the specific thing that you do, the specific person that you do that thing for, and you’re talking about a specific outcome. All three of those are scary. I’m thinking about the outcome thing for myself. I don’t know if I want to presume the problems that my customers will want me to solve with my services. My services could be used to grow an audience. They could be used to instill a sense of trust.
  • 18:42 It could be used to convert and actually sell something directly. That end result, that Z, could be many different things.
  • 18:54 Let’s dive into an example here. Earlier in the chat, before I gave the formula, Aaron said this. I think most people are where Aaron is at. He says, “I help people make awesome podcasts.” What he’s done well here is that he’s done it short and he’s done it specific. That’s good. But there are a few problems. “I help people,” he says. We all help people. I’m a person, but that’s very broad.
  • 19:21 Am I the type of person you help? I don’t know, because you weren’t specific enough. Aaron, you’ve got to figure out the people part. What type of people? Not everyone wants to start a podcast. Not everyone should start a podcast. Who are the people that need to, and who are the people that are struggling to start? That’s the type of person you need to define here. You help them make awesome podcasts.
  • 19:44 That’s a good one. You got your letter Y down, which is very good, but you’re missing the Z. The Z is the reason—what is your “why,” the passion behind what you do, what is it you want to empower other people to do? What is the result? They buy your product, they buy your service. Okay, great. You’ve got your money and you’re ready to move on, but their life doesn’t end. The timeline of their life continues well beyond that point of transaction.
  • How is your client or customer’s life improved as a result of your product or service?

  • 20:23 That’s the Z.
  • 20:25 Ben: I think what I’m struggling with is where there are many different possibilities for what that Z could be. It could be that somebody wants to start a podcast because they want to get sponsors, and that becomes an income stream for them. It could be that they want to use a podcast as an acquisition channel to grow an audience so they can eventually sell products. Maybe they already have products, and they want to use the podcast as a sales channel.
  • 21:00 There could be so many different things. The question is, is it important to be specific about a single thing? This is at the potential expense of doing that in the other areas, too. You exclude some people. Most people who want to start a podcast are interested in growing an audience, so maybe this isn’t a great example, but what if one of the outcomes is that you want to get sponsors. Somebody’s like, “I don’t want to get sponsors, so…”
  • 21:39 Maybe one of the outcomes is, “I want to be able to sell my product.” “Well, I don’t have a product to sell.” Maybe you just want to do it for fun. Is there as much merit in niching down for the Z, also?
  • 21:57 Sean: I think what would be smart to do with the Z is to make it in that person’s best interest. You’re telling a story. It’s never about you. Your About page isn’t about you. That’s why I did an episode a while back on About pages (Related: e258 5 Tips for Writing an Effective About Page When You Don’t Like Talking About Yourself).
  • Get specific with your Z, your reason, in the context of what people actually want.

  • 22:25 I elaborate on the formula a little bit here:
    • X: Who (specific person you help)
    • Y: What (desired end result)
    • Z: Reason (deeper reason why)
  • 22:39 You could say, “This is why I do what I do,” but I think you actually want to talk about why this person wants this end result. What is their deeper reason?
  • 22:51 Ben: That’s what I was saying. They could have many deeper reasons from the same person.
  • 23:02 Sean: I would go with the most common or the strongest one, and I wouldn’t worry about it not being the perfect one and matching up with everyone. Most people barely do the X and the Y, so if you hit those, you’ve already resonated with people. The Z is just the icing on the cake. They’re like, “Maybe my ‘why’ isn’t that I want to help build my community, but that’s an interesting thought. In a similar way, I want to support my family.” They’re smart.
  • 23:34 They’ll interchange things. Having it there is still very good. We want to give people the A, B, C, but give them the X, Y, Z. It’s not about you.

Different Amounts of Time

  • 23:44 Sean: You’ve got these different contexts, these different amounts of time. I could say, “I help people stuck in a soul-sucking day job start their own thing and create a business for themselves so they can have the kind of financial freedom that they need.” Something along those lines would be a good example for seanwes. That’s if I were to give a quick pitch to someone in an elevator, six seconds.
  • 24:14 When you have more time, like 60 seconds, I would recommend that you start off with the six second version of your pitch. Spend the first six seconds of your 60 with the quick pitch. Then, go into each one individually, the X, Y, Z. The proportions may look different for you. It may not be split into thirds, but zoom in a little bit more into each section.
  • 24:41 For instance, the people. Start defining the type of person you want to reach. You have 60 seconds, which is a lot of time. Again, don’t be afraid to define your “who” very, very specifically. The more specific you go, the more you’re going to read the mind of your ideal prospect, or the more this will clearly fit someone that the person you’re talking to knows. That’s very important. Go specific. Don’t be afraid. That’s the who. You move on to the what. What is it that they want to achieve?
  • Depending on the amount of time you allocate to the “what” section, you can start painting a picture of this person’s life after your solution.

  • 25:20 “I help X do Y,” so zoom in on the Y a little bit. What does their life look like? “I help them free up time with their employees because of this, this, and this. Now, you don’t have to [insert pain point]. You no longer have to deal with [insert pain point]. Now you get to [insert benefit].” Start painting a picture of their life as a result of your solution. Then, depending on how the person you’re talking to resonates with this, you can decide how much to go into the Z.
  • 25:52 If they seem like the type of person that really cares about that deeper reason, although it can be hard to tell, the purpose-driven business and work, if you get that vibe, I would zoom in more on the Z. Still touch on it either way, because everyone resonates with this, but you have to play it by ear. 60 seconds is a long time.
  • 26:16 Ben: I feel like the Z ends up becoming this timeline. Somewhere along the timeline, your target, the person that you’re speaking to, will land on what’s at the forefront of their mind. If I’m a person who has customers and I want to sell them something and you do something that will help me sell, that’s the thing that’s at the forefront of my mind. If you continue to follow that timeline, once I sell things to customers and they end up purchasing, now I have a deeper relationship with those customers.
  • 27:02 I can sell to them again. I also am making money that I can invest into new products or into further developing the products that I have and making them better. You can follow the timeline as deep as you want to.
  • In the six second pitch, you can only hit a point on the timeline—you don’t have time to go into the whole story.

  • 27:30 I like what you’re saying, Sean. You gauge where they are. You can take them from what’s at the forefront of their mind and start to talk around that timeline, getting them to a place where they’re even more aware of how much your services or your product would mean to them.
  • 28:00 Sean: Every single one of you listening to this needs to go redo your About page, like in episode 258, as I mentioned earlier. I guarantee that you’re not doing all five of these things.

10 Minutes

  • 28:15 Sean: We’ve got six seconds, 60 seconds, and now 10 minutes. Once again, start with the pitch. Get people’s attention right off the batch. Six second pitch right off the bat, even on the 10 minutes. Now, I would spend the first minute or two, maybe 90 seconds, talking to the people you’re talking to, asking them questions. You could spend an entire 10 minutes spewing a bunch of nonsense on what you want to talk about. Maybe some of it resonates, maybe some of it doesn’t.
  • 28:47 It is incredible to talk to the people that you are talking to. Maybe you have a slide deck—someone gave you 10 minutes to pitch your thing. Maybe you just got a super kind person who’s willing to sit there and listen. You’re at a meetup at a bar for some event, and they’re going to just listen to you. It depends on where you are, but someone is going to listen to you for an extended period of time, and that’s a very generous thing.
  • Don’t waste the other person’s time.

    Take the first minute or two of your 10 minutes and essentially interview them.

  • 29:21 Ask them questions. If you know the answers already, great. Use all 10 minutes reading their mind. If you don’t, ask them questions and tailor your message. You’re still going to do the X, Y, Z, but it’s going to be longer sections for each. You want to figure out where they are. What are their pain points? Where are they trying to get to? How is this relevant to them?
  • 29:44 Tailor the whole conversation around the other person specifically. That’s what’s going to make this powerful. If you’re at an event, a conference or something, this applies here too. It’s nice to be the first speaker, because you get it over with, but if you’re not, you go early and you start talking to people. Start talking to the attendees, to 10, 12, or 15 of the attendees.
  • 30:12 Just get to know them. Where are they from? What do they do? What are their goals? What do they hope to get out of this event? Ask them these types of questions. It applies at conferences just as it applies at a bar at a meetup. Who is this person?
  • 30:27 Ben: Probably 30% of my talk was changed because of conversations I had beforehand.
  • 30:33 Sean: Exactly. Now, you can read their minds. You can personalize it for them. If you can do it before, great, if you have to use the first part, do that.
  • Make the most of your 10 minutes of pitching to someone.

  • 30:46 Gary Vaynerchuck always loves the Q&A. As much as he can, he will try to allocate more time to the Q&A than to his talk. Before he speaks on things, he tried to get a sense of the room. He’ll say, “What’s the vibe here? Who are these people? Are they employees, real estate people, marketers?” He tries to talk with people and figure that stuff out. That’s what will make your 10 minutes valuable.
  • 31:19 Ben: I was also thinking, and I don’t know how this works, but there’s an element of storytelling once you’ve got 10 minutes of time to use. It’s not just you answering their question. You have to go into this different mode in order for that 10 minutes—or whatever the section is that you’re going through for the X, Y, Z—to have a story arc, be engaging, and keep their attention. You almost have to bring storytelling elements into it.
  • 32:02 I think I’ve heard this from Donald Miller about how you make them the hero of your story. That’s exactly what we’re talking about. The focal point of the story is on the person you’re helping, and it could even be a story about a company or a person that you were able to help, that’s similar because of what you’ve learned from the person you’re speaking to. It’s similar to what their experience might be. That makes it immediately relatable and much more compelling, because it’s a story.
  • 32:41 Sean: Yeah, and if you know what they do, what their goals are, and what their struggles are, if you have helped other people similarly and they’ve gotten good results, you can use some of the time telling that story. It would resonate with them. “Actually, we helped someone who was a filmmaker. We did this, this, and that, and now they’ve gone on and done this.” That’s pretty cool.

Know Why People Buy From You

  • 33:06 Sean: Eugene was saying, “I was wondering if Sean could give a concrete example of the X, Y, Z for people who create art and don’t ‘help people,’ as in the formula.” It’s the same. It applies the same. If you don’t want to say “help,” that’s fine. You would just say, “I make X for Y so that they can Z.” It still applies, you just have to be creative here. You can do it. You’re an artist.
  • 33:30 I make, what? What do you make? Paintings, right? Don’t say, “Art,” say, “Landscape watercolor paintings.” Be very specific. Who is this for? You have a specific audience for everything that you make. You need to know that audience.
  • Go out and talk to the people for whom you create your art.

  • 33:53 Has anyone ever bought any of your paintings? Have they bought any of them? Have they gone to an art show and complimented them? What do those people have in common? Who are those people? Now, why would these people buy your painting? What’s the reason why they’re doing it? What do they get out of it? What do they appreciate? You need to know these things.
  • 34:15 You’re like, “I don’t know!” You need to talk to people. Talk to your customers! Figure out why they buy your paintings. Interview them. This is gold here! Why are you in the Community? I need to do this. I need to get this information. For instance, if you can say in one sentence, if you want to, why are you in the Community? Why are you making time to be in here right now?
  • 34:41 Why do you make time on a daily basis to log in? If you can just say that in a sentence right now, we’ll come back to that. You talk to people who are your customers and your clients. Figure out the reason that they hired you. You can even put this on your questionnaire. I would encourage you to do this. “Why do you want to hire me specifically? Why did you come to me specifically?”
  • 35:03 I think this was in Kyle, two episodes back, where we talked about going beyond the sale (Related: e295 Turn Casual Visitors Into Loyal Customers). When someone buys from you, you want to continue to nurture that relationship. Follow up with them. Continue talking with them. So many of us have automated email sequences on the front end to get people to buy, but what about the back end?
  • 35:27 Continue investing in them. You need to be doing that. When people buy your painting for $800 or $1,200—you should be charging a decent amount if you’re spending many, many hours—you should send them a Christmas gift. Follow up with them. Invest in that relationship. Stay top of mind with them. Call them on the phone. Say, “Hey, I appreciate you so much. I have a few questions about the painting you just bought. Would you have 10 or 15 minutes to talk?”
  • Follow up with your customers, buy them a meal, and ask them about why they bought from you.

  • 36:03 You’re going to find out things. Who knows what they’re going to say? You know what? I’ve got a painting from Eric Lin (CafeWatercolor.com). It’s hanging downstairs in the foyer. Why do I like this painting? I like it for a lot of reasons, but I guarantee you that Eric doesn’t know all of the reasons. He hasn’t asked me. One of the reasons is that he’s in the Community, and it’s a reminder to me of the people that are actually doing real things that I’m helping.
  • 36:32 Look how cool that is! I’m helping the person who made this! It’s beautiful. I like traveling. San Antonio is great. It’s cheap, it’s quiet, it has great food, but I do like traveling. It’s a good home base for traveling. I didn’t get to travel very much growing up. I was the oldest of 13 kids. We didn’t get to go on many trips. It’s a big passion of mine to go places, and the painting he made for me is of a photo I took in San Diego on the beach.
  • 37:04 It reminds me of that trip. I appreciate the beauty of it. I appreciate owning the original. I like authenticity and originality. It means a lot to me to have the actual canvass it was painted on, not just a print. All of these things mean a lot to me, but unless you’re asking me, you don’t know that.
  • Once you learn the reasons why people buy from you, you can start to infuse those reasons into your message for attracting other people.

  • 37:34 In the time that I was saying all of that, people have said, “I’m in the Community to be around smart, motivated people, to learn more and share what I’ve learned.” “I’m in the Community to stay sharp, focused, humble, and with clarity in my mind.” “I’m in the Community to learn about starting my own business and collect the resources and motivation to become a full time freelancer.” “I’m in the Community to know I’m not alone in my struggles.”
  • 37:57 Wow. See? I might think, “People want the business knowledge.” What if we started incorporating that? As I said it, people have starred it. It keeps getting more and more stars. “To know I’m not alone in my struggles.” Eight stars. What if we started infusing that into our messaging? You know what? You’re building a business by yourself in your own house. You’re the only one. It’s stressful. It’s lonely, but you’re not the only one doing it. You’re not the only one alone in your struggles. Twelves stars.
  • 38:33 Ben: That’s so powerful. That’s language you can use. It may not change anything that you’re doing, necessarily, but describing it that way, using language someone else used with your product or service is super powerful, especially if it’s something that a lot of people are saying or that they resonate with.

Give Back Story

  • 39:11 Cory: This has been really good. I was really glad that you brought up the X, Y, Z method of the six second pitch. I like that you said that we should also use it for the longest version, the 10 minute pitch. You start off and you have their attention, and it’s very clear who you help. There are so many benefits to it. It’s very clear, “Sean does this,” or, “Ben does this,” it’s extremely clear. Even if that’s not for me, I’m going to remember you.
  • 39:46 That’s so specific. It’s so clear what Ben does, so I’ll talk to people in the future about that and I’ll remember him for that. Or, if I ever need that in the future… It’s like you said. There are so many benefits.
  • 39:59 Sean: There was a guy at a conference I went to, and he told me that he did three things. I talked with him about this, about being memorable and stuff. I’ve even shared the story of it. To this day, right now, I can’t tell you the three things.
  • 40:15 Cory: That’s interesting. I like that with the 10 minute version, you still start with that. It’s very clear. Like Ben said, maybe you get into a story aspect. Maybe you say a testimonial of this ideal person. Or maybe you just say, “Here’s what I do,” it’s very clear, and then you give some back story. “I started off doing this, and here are all the struggles I went through. Now I really want to help this person.”
  • Tell people how you came to have clarity about what you’re doing.

  • 40:45 Like you said, the 10 minute thing is an honor and a privilege, to have this person’s attention for that long. Maybe it’s to thank the listeners of this podcast for listening and giving us their attention. It’s a cool thing to have.
  • 41:04 Sean: Any closing words, Ben?
  • 41:08 Ben: Thank you, guys, who are listening to this podcast, both live and after the fact. It really means a lot to us that you give us your attention and let us share from our experience and struggles as we’re trying to figure things out. It means a ton that you would take the time to listen.
  • 41:32 Sean: It really does mean a lot, thank you.