A dear friend who has had me as a guest on her own podcast, Penny still needed a nudge to niche down into one industry focus and one aspect of digital marketing that she could become an expert in. Through our 5-minute brainstorm, we were able to come up with a really viable and expensive... continue reading »

Hashim was the second accountant in the group who came at me with a generic pitch. What’s interesting is that he already had a niche that was a very specific one who had big pain around taxation that he wasn’t talking about in his pitch. Once we went through the exercise of figuring out the... continue reading »

Like every single coach I have ever met in my life, Carol was positioning herself as a leadership coach when we first met. When I dug deeper and asked her to look at the biggest problem she’s ever solved and what industry that client was in, all the answers were there. Her marketing strategy and... continue reading »

Confused minds don’t buy. When I first heard Jas’ elevator pitch during a networking event and again in the podcast, I couldn’t understand if he was an accountant, a bookkeeper or a financial consultant. Through our session, we were able to not only get him to a specialty but also a very specific vertical industry.... continue reading »

Michele’s initial pitch was all about the way her products made people feel. While I’m all about bringing emotion to marketing, it was too generic for my taste. Any time you start a pitch by targeting an entire gender, watch out because you’re being too general. Remember, in my coaching, I always want clients to... continue reading »

Taglines can hinder more than help us when we’re doing our elevator pitch. Here was a classic example of how Julie’s use of her school tagline blurred the specifics of what problem they solved and how. Through my deep questioning of the biggest problem a private school solves, Julie was able to tie it into... continue reading »

Joan has been a friend for over a year.  I knew of her deep confusion and struggle surrounding conveying her value to her prospects. In this powerful podcast segment, you can see her move quickly through my laser questions to focus on her target and to start considering framing her business in terms of what... continue reading »

Jeannette was my first brave guest who signed up to have her pitch polished. We had met years ago when I was speaking at her industry conference. Then she got on my newsletter list and was one of the first people to sign up for the live debut filming of my podcast. When she first... continue reading »