The elevator speech is dead.

And if you think I’m full of it, that’s a belief that could cost you big-time, for one very powerful reason:

An elevator speech is a description of what you do. But in today’s social media attention deficit culture, that’s no longer enough.

You need something stronger. More enticing. That’s doesn’t merely describe “what you do” but what you make possible. And does it in such an electric way, anyone who could benefit is COMPELLED to ask you about it.

You need a Seductive Marketing Pick-up Line.

This isn’t like those invasive sleazy pickup lines that leave you feeling icky.

It’s the irresistible, inviting one that’s a tantalizing, WELCOME invitation.

(It’s not the creepy come-on from the weirdo with the 70’s disco shirt. It’s Bradley Cooper giving you a sly wink and beckoning head nod from across the bar.)

It creates the conditions for turning a stranger into a client, because they are genuinely interested in not only hearing how you work your magic.

But hearing how you can work your magic FOR THEM.

So … just how do you create your own seductive Marketing Pick-up Line?

Start with the presenting problem:

Coming from a family of doctors (yep, I’m the weird-o entrepreneur), I’m familiar with something called the “presenting problem”.  That’s the symptom the patient shows up on your doorstep with.

Translation: It’s the thing that hurts.

“I can’t sleep.”
“My shoulder is killing me.”
“I’ve got low energy and am tired all day.”

Why is that so important? Your prospect comes to you with a presenting problem.  And not only is it “the thing that hurts”,  it’s all they care about. So your marketing pick-up line must nail this presenting problem.

And if you’re like most entrepreneurs, you struggle like the dickens to articulate it, because you over complicate it.

HOT TIP:  Your presenting problem is not a laundry list. It’s a very simple precise description of the big thing they’re struggling with:

• “People love what I do, I just can’t close any sales.”
• “My friends tell me I’m a real catch, but I can’t find a quality man to save my life.”
• “No matter what I eat, I can’t seem to lose any weight.”
• “I know social media is hot, but how can I make money from it without having it suck my life up?”

Why is this soo important? Without first connecting accurately with your prospect’s presenting  problem, your marketing pick-up line (or anything else you tell them) feels like a pitch.

But when they feel certain YOU KNOW what’s ailing them, everything you say feels like a SOLUTION.

Because when you “get” the problem, you get the client.

(That’s not a small difference. It’s massive!)

Next, become a “Business Psychic”

Once you nail the problem, do the same with the outcome.

Not in vague, abstract coaching terms:

• “become your best you”
• “optimize your positive energy”
• “release the joy that manifests and transforms into everything you want”
• “live your dream”
• “maximize your potential”

These overly broad phrases are one of the big reasons so many coaches are broke. Instead, you want to get specific about the outcome you make possible, because specificity is the mother of profit.

HOT TIP (to make it easy):
The specific outcome is the mirror opposite of their presenting problem:

Can’t sleep? —> fall asleep fast, awake renewed, refreshed and energized.
Can’t close a sale? —> The simple, seductive no-pressure close that has clients lining up to work with you.
Can’t make money with social media? —> The simple 15-minutes a day Facebook Formula that can enroll your first client in less than a month.

And yes you can do the exact same thing for personal challenges, financial or business problems, or any other outcome you help create that moves people to hire you.

The cool thing about this is when you do it well, your prospect almost can’t believe you knew exactly what they were going through. And you knew exactly what they wanted.

You’ve become a Business Psychic!

Because when you nail the problem and nail the possibility —> You nail the profit.

The more your marketing pick-up line can precisely articulate the pain they’re going through and the outcome they yearn for, the deeper and faster the connection you make.

And once you’ve done that, if they are truly serious about the outcome you help them with … who else are they going to work with?

Be sure you solve the problem, but not the mystery

Your marketing pickup line not only demonstrates you know their problem and have the skills to solve it, but actually catapults the curiosity and intrigue around what you do.

Here’s an example:

“I show anti-social introverts who hate social media how to make multiple six figures on Facebook”.

Not only have I nailed the problem and offered an interesting and enticing solution and outcome.

I’ve created a mystery:  If I am an anti-social introvert who hates social media, how can I make multiple six-figures on Facebook?

This gap is crucial because it’s what pulls the prospect into wanting to know how you make it happen. It creates engagement. And it builds what every entrepreneur wants most:  A genuine, focused, relentless interest in what you do.

This is where most coaches, entrepreneurs and consultants totally blow it, by believing if they solve that mystery immediately, they get the client.

The problem with TMITS – Too Much Information Too Soon – is that firehosing our prospects with explanations they haven’t asked for destroys any interest they may have. And guarantees they want one thing only:  To get away from you as fast as they possibly can.

Just like the annoying friend who destroys the joke by revealing the punchline too soon, too many of us flood prospects with confusing information before  moving them to ask us about it.

You have to be able to hold the tension of the mystery:

The gap between the pain of the problem they are experiencing and the magnitude of the solution you are offering.

When you do it successfully, they are naturally drawn to want to know more.

And this curiosity, this motion TOWARDS YOU is the key to creating the interest and attention you must have before you can make an offer.

And exponentially increases that chances the offer will be accepted when you make it.

There’s no reason to watch the movie if you know how it ends.

Be sure your marketing pick-up line doesn’t solve the mystery of how you work your magic.

But moves them to demand you tell them how.

Finally, you MUST delay the Turn Away Point

The most powerful thing to understand about your Marketing Pick-up Line is this:

What you leave out is just as important as what you include.

Why? What you leave out pulls them towards you, because the human mind simply can’t tolerate an unsolved mystery.

• Ever misplace your smart phone?
• Ever lose the remote right when your favorite show is about to go on?
• Every watch a “whodunnit” mystery for hours, when you promised yourself you were only going to watch for 5 minutes?

The mystery and intrigue about how you create your outcome is what keeps them engaged. Because every conversation has a Turn Away Point.

It’s the point at which the prospect feels like they know what you’re talking about, and makes a judgment to turn away from you.

It’s the point they decide continuing the conversation has no payoff for them.

Oh, they may continue to smile, and say things like “Oh, that’s interesting.” But they’ve tuned you out. And are looking for the first excuse to politely escape.

Because while people want to be amazed by what you say, they are simultaneously seeking a reason – any reason – to shut you out.

Your goal is to keep the conversation alive and humming long enough so their desire to be amazed completely overrides this conflicting desire to pull away.

Its one reason why your Marketing Pick-up line never includes the words: “I’m a … “ As in:

• I’m a life coach.
• I’m an energy healer.
• I’m a business coach.
• I’m a _________________ [ fill in the blank ].

Because as soon as those words come out of your mouth, these words flood into your prospect’s head:

• “Ohhhh, one of those … “
• “I tried that. It didn’t work.”
• “What the hell is that?”
• “That’s not what I need”
• “That’s what my ex did … “

And once they think that, you’re toast. They’ve hit their Turn Away Point.

And once they’ve done that, there is NOTHING you can do to draw them back. No matter how hard you try to explain that what you do is different.

Water flows downhill. So does attention.

Creating massive curiosity with your marketing pick-up line and intentionally leaving out the details, creates the gravity that pulls them to engage with you. And buys you the time for the ensuing conversation to inform them in a much more tantalizing and satisfying way.

That is much more likely to result in a client.

The longer you can keep your prospect interested, engaged and intrigued without hitting their Turn Away Point, the less likely they are to ever hit the Turn Away Point.

And the more likely they are to follow the conversation through to a final Yes.

If you’re thinking, “Coming up with a great marketing pick-up line sounds like work!” It is. It’s also soooo worth it.

Because if you introduce yourself to 300 people this year (and chances are, whether online or in person, it will be much more than that) having an entry point that makes you memorable, tantalizing, and moves them to want to know more, is not just the possibility of making that one conversation more lucrative.

But making all 300 conversations more lucrative.

And that’s just one of the things I do for the people I work with. It’s a lot easier to do it when guided by someone who has done it hundreds of times. And if that’s something you’d like to explore here’s how that would look, and how you’d go about it.

The takeaway is: Stop thinking that a mediocre elevator speech is enough to get you noticed and get you clients. It isn’t. You need to craft your own Marketing Pick-up Line:

• Start by nailing the presenting problem. When  you “get” the problem,  you get the client.
• Become a Business Psychic, by making them feel you’re the person they’ve searching for.
• Solve the problem but not the mystery. Your marketing pick-up line should ignite unbearable curiosity that compels them to engage with you.
• Delay the Turn Away Point. The deeper into the conversation you can draw them, the less likely they are to turn away. And the more likely they are to buy.

So, if you have reached the point where you’re tired of just flapping your jaws talking to prospects. And you’d much rather enroll that client than get pissed off that they can’t see how brilliant you are … you’re ready for your own Marketing Pick-up Line.

And once you start using it … you’ll wonder how you ever got along without it.