Is It What You Say or How You Say It?

Meeting someone in person and leaving a lasting impression is tough in today’s go-go, short attention span, digitally-driven world. You may even dread the networking event or professional conference precisely because of that reason.

This is often because we are told too many inconsistencies or the latest gimmicks when it comes to saying who we are and what we do – commonly known as the Elevator Pitch.

These often sound very scripted or contrived.

But, if you approach it more from your personal brand perspective, it will feel more genuine it can give you much more confidence.

The Brandtastic Message is a way to help you describe the benefit of what you do. 

It’s true to say that there are 2 situations in our working lives when we often make a poor job of answering a simple question: 

1. What do you do for a living?


2. What product/service or skillset/attributes can you recommend that will help to solve my problem?


In answer to question 1, we often respond with: “I am a ……………………………………………….” (name or profession or job) 

When we respond this way, we invite the listener to place their own interpretation of what we do, often based upon their personal experience of dealing with the last person who gave themselves that label. 

In answer to question 2, we often respond with: 

“I can recommend a ………………………………………. (name of product or service) which is ………………………………………………………………………………….” (technical description of what product/service is “or how it works”) or what I do is………………(job or role) which is…………………..(technical explanation) 

When we respond this way, we often blind our customers or potential employer with science – and leave them wanting to “think about it” because they do not understand. 

A Brandtastic Message gives us a track to run on when we answer these two questions. An example is given. Then try completing the blanks for yourself and then for a number of key products and services that you offer – and notice the difference! 

Example Brandtastic Message 

Name: Paul Copcutt – REI Branded

Position: Brand & Marketing Consultant

Product/Service: Brand strategy and done for you marketing services

Skill/Attribute: Analysis, Creativity, Execution

You know how some real estate investors have great experience, skills and attributes, but aren’t always able to present or promote them in the best possible light or sometimes fail to gain access to the right audience. 

This means that they do not progress as well as they expected, or they miss out on exactly the opportunities they really want. 

Well, what I do is offer an innovative consulting program for professionals in real estate investing to clearly identify and communicate their unique value and prepare them for greater success. 

Which means that I train, consult and coach them in the key strategies that have been proven to build successful personal brands. 

The benefit of which is they enjoy greater professional recognition, boost their incomes, gain deeper personal satisfaction and understanding and achieve more for themselves and others. Would you like to know more? 

Your Brandtastic Message 

Name………………………………………………………………………………Occupation………………………………………………………………………..Product/Service………………………………………………………………… Skill/attribute……………………………………………………………………. 

You know how some (the customer or employer you are aiming at) 

Experience (the problem) 

Which means that (the outcome of the problem) 

Well I do/can do is (your product/service or skill or attribute) 

Which means that (the solution) 

The benefit of which is (the outcome of the solution)

Would you like to know more? 

It is going to sound a little scripted at first because you are trying something new. But try this out and see what you come up with and then practice, tweak and get feedback until it feels natural for you. If you feel brave enough for some feedback put your draft Brandtastic Message in the comments below.

“The Elevator Speech” was originally supplied by Chris Barrow, The Business Coaching Co. Ltd 

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