I was at a fitness convention recently and had
the opportunity to meet and chat with nearly a hundred various competitive athletes. In these quick discussions, I got to hear a lot of these talent’s pitches. Unfortunately; after the first they, they all simply began to blend together as they were all nearly identical.
Evidentially, everyone I talked to had the exact same “life-long dream” and is “relentlessly dedication” and will “work very hard” to make the client happy.
It truly begs the question; if a client asks you why they should hire you and what makes you different from other applications and your answer is that you work hard and are passionate – is that to say that all of your competitors would say that they are lazy and unmotivated? I don’t think so.
So; what truly does make you unique compared to others? What is your differentiator? What makes a worthwhile differentiator are two things.
1)It is actually different. Hard working, passionate, dedicated, determined, etc are not different. Your competitors are saying the same thing. So what is actually different about you? Perhaps it is your education, how you got into fitness, unique jobs you’ve had, challenges and obstacles you’ve overcome, training you have endured, and so on. Basically; what is your story?
2) Why does your story matter? It’s not enough to just be different. You have to state why your different matters to the client. The “so what” factor. Thus, follow up the unique section with “and this is applicable to you and your company because…” For example, if it is a magazine you are talking to; why are you applicable to the dears of this magazine? How can you help the magazine? Yes; the magazine will help you out by running you, but what does running you do for them and their readers. Frame your story through the lens of how it benefits and helps your client. Answer that, and you complete a worthwhile pitch.
Now; it is true that not every client is going to connect with your pitch. That is okay. Your job initially is to craft your unique differentiator so that some clients you pursue will tune into it. You can grow your efforts from there.
By James Patrick, ACB, ALB
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