The elevator pitch, the 60 second infomercial and your business story are all a collection of words that effectively communicate your value proposition in a manner that is engaging and leaves your audience wanting to know more about you, what you do and how that is of use or value to them.

In service businesses, this is mostly about you and in traditional product businesses, this is about features and benefits but the point does not change. With the minimum amount of words, in a clear and articulate manner, can you achieve this objective? Does your answer to the question, “What do you do for a living?” evoke a response that gives you an opportunity to provide more information or not?

This is the litmus test for measuring the effectiveness of your business story and whether it is working for you or against you. Do your discussions with potential prospects end up as leads and new business? If this is not the case, you likely need to work on enhancing your story.

I am happy to review and provide comments for anyone who is working on their story and looking for objective feedback. Just e-mail in confidence to

Ellis Orlan, BA, CPA (IL), CGMA, SF Partnership LLP, Toronto, ON, CYBF mentor,

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