The biggest lost opportunity in personal branding is not being able to quickly make the case for who you are and what you offer – I call this your brilliance statement (also called elevator pitch). This is a 7 second or less statement of who you help and how you help them that begs the listener for more. How many times are you asked “What do you do?”
Have you spent time practicing your reply? If not, stop whatever you are doing and read the rest of this post. I can guarantee you have lost business or influence with key people without a powerful brilliance statement. A black-and-white answer like “I am a registered dietitian” or “work in a hospital as a nurse” or “financial consultant” actually repels people.
Create Your Brilliance Statement
The solution is not that hard. Spend a few moments right now creating a compelling brilliance statement. There are 3 parts you need to define first:
1. Define who you work with (niche):
2. Define your zone of genius (unique or memorable trait connected to your personal brand):
3. Define big benefit of working with you (bleeding need you make go away)
I recommend use a thesaurus or a word helper like www.visualthesaurus.com to find exciting words that resonate with you and your target market when putting it all together.
Start your brilliance statement with your big benefit – called front loading or starting with the attention-getter. At times it may sound awkward and you need to switch it to last. The best test is to read it out loud. After the big benefit describe who you are working with and end with a bit about how you do it – why you are the “go-to” person. You have permission to change around the order, make sure it feels good to you to say out loud and makes people sit up straight and listen.
Example Brilliance Statements
I’ll go through some examples and then you can get started on your own.
BIG BENEFIT: keep staffing under budget and patient length of stay under national benchmarks
ZONE OF GENIUS: translating employees’ talent into department strengths
WHO I WORK WITH: employees
Nutrition Director’s Brilliance Statement: I keep staffing under budget and patient length of stay under national benchmarks by translating employees’ talent into my nutrition department’s strengths.
BIG BENEFIT: regain energy and vitality
ZONE OF GENIUS: custom programs and treatments
WHO I WORK WITH: mothers between ages of 35 – 55 who have struggles with PCOS and diabetes
Private Practice Dietitian’s Brilliance Statement: I help mothers between the ages of 35‐55 who have struggled with PCOS and diabetes regain their energy and vitality through custom blood-sugar management and energy‐building programs and treatment.
BIG BENEFIT: manage eating
ZONE OF GENIUS: mindful approach
WHO I WORK WITH: high-level overworked female managers and executives over 40
Another Private Practice Dietitian’s Brilliance Statement: I help high-level overworked female managers and executives over 40 manage their eating using a mindful eating approach.
BIG BENEFIT: turnaround failing stores, and grow sales and profits
ZONE OF GENIUS: encouraging experimentation and new ideas
WHO I WORK WITH: store teams
Regional Director for National Store Chain Brilliance Statement: I turnaround failing stores, and grow sales and profits by encouraging experimentation and new ideas that motivate store teams.
Create Your Own
Time to get out the paper and pencil and create your own. Please share anything you come up with.