career advice, career management, Careers, Elevator Pitch, entrepreneurs, Job Search, Networking, personal brand management, Personal Branding, self employed, small business

Personal Branding – Put Some Passion in Your Pitch

Mary Rosenbaum | June 3rd, 2010

What type of reaction do you get when you introduce yourself at a conference, meeting or networking event? So much has been written about the elevator pitch yet most people still have a hard time making it sound compelling and authentic.

I attended an event a few weeks ago and was surprised at how people, when asked about their job or business, described themselves. It was as if they had memorized a speech – not a long one of course because this was their elevator pitch, but it sounded canned and well rehearsed. I kept wanting to ask them: Where’s the PASSION? Why are you doing what you are doing? Why is it special?

If you are doing something you enjoy and are good at, describing it to anyone else should be easy; it should flow. And even more importantly, it should excite or create interest in the listener. Instead these descriptions sounded as if they were reading a label describing the contents of some packaged food product.

As I have stated many times, your personal brand is about ALL of you. Your elevator pitch should incorporate your personal branding statement – WHY you do what you do and for whom. It should elicit further questions not only about your service or work but about you as well.

There are some basic rules about what should be included in your elevator pitch. Your pitch should provide the following information in a few sentences:

What you do?
– Who you do it for?
– What are your deliverables (the pain points you eliminate)?
– Why should I hire or use you?

Your answers to the above questions have more resonance if they include not only what you do and the value you provide but how the passion, vision and values you bring to your work make you the person I want to hire, promote, or get to know. You are providing a reason for WHY I would have an interest in hearing more about you, your business or profession.

In crafting your introduction or elevator pitch think about the following:

– What am I passionate about?
– How does my work help me feed that passion?
– How has my experience enabled me to be successful in the work I do?
– How does the work I do satisfy my clients’/company’s needs and goals?

For example, I am passionate about helping people gain greater control over their lives. My experience of over 25 years in executive recruiting, career coaching, and personal branding has prepared me well for the work I do: helping professionals and entrepreneurs gain a greater understanding of their vision, passion, values, skills and talents. It’s only when they have that understanding that they can more effectively communicate their worth, their value added, and then – achieve their desired professional goals. It’s been my experience that having control over their professional lives gives people more choices resulting in greater satisfaction and control over their personal lives.

This is not a canned introduction. I change the way I introduce myself every time I have the chance. That way it’s more authentic, does not sound memorized, and can be geared specifically to the audience I am addressing. By trying out different introductions or pitches I get a much better sense of what works and what doesn’t.

Now give it try and put more of yourself into your introduction or pitch.

Any other thoughts on how to get the passion into your description of yourself? Please share them with us.

If there are topics you have an interest in learning more about please contact me and let me know.

Utilizing her experience of over 25 years, Mary Rosenbaum helps careerists and entrepreneurs position themselves so they can stand out from the competition. Get her free report Top Strategies for Getting Visible and Getting Ahead.

Follow me on Twitter @Careersguru