Ethically Elevating Your Elevator Pitch with The Psychology of Influence

An amazing (and canonical) resource about the psychology of influence is a book called INFLUENCE, by Robert Cialdini, and some of its teachings can be applied to your elevator pitch.

If you read the book, you’ll  understand how and why people say yes—and then how to use these insights (ethically) in your business. You’ll learn the six principles of influence: knowing, liking, trust, authority, reciprocity, and consistency.

And most of the time, when communicating, you’ll focus on the first four: knowing, liking, trust, and authority.

Use these every time you communicate, so people will know you, like you, trust you, and see you as an expert or authority. 

As a result, they will invest in you, get behind you, and give you the opportunity to serve them.

Because it’s important to  remember the three things that motivate people and inspire them to take action:

1. They want to achieve happiness and avoid suffering
2. They want to overcome their internal struggles of self-doubt, fear, worry, anxiety, or insecurity
3. They want greater meaning, purpose, and connection in a rapidly changing world that’s in a vast and mysterious universe

Want to make it even easier on yourself?

Then start using more empathy and storytelling today… and you will love what happens!

Because empathy and storytelling—when used right and ethically—will automatically encompass knowing, liking, trust, and authority.

Ethically Elevating Your Elevator Pitch

Very often, opportunity starts with the question, “So, what do you do?”

Very often, you only have a few seconds to get—and then hold—a person’s attention as you answer.

How do you do it? How do you hold this person’s attention and give them the answer that clearly and effectively communicates the right combination of:

1) Who you help and how you help them

2) Who you are and why you care

3) A dash of your “special sauce” so they remember you

Hint: people may forget what you say and do, but they’ll never forget the way they feel, thanks to you. (Inspired by the poet Maya Angelou.)

• The first thing to do is start right there. 

• Connect with their emotions. Think of affecting the ways that people feel (ethically, of course). 

• Talk about the things that might be on their mind. 

• Instead of focusing on yourself and what you want, focus on this other person: what they want or need and their experience (their struggle, dream, or both). 

From there, remember, this is not a pitch, it’s a cascade.

(That’s why I call it an “elevated” elevator pitch.)

Sadly, most people still think it’s a pitch.

And they treat it like a pitch.

A one shot deal.

The big “at bat.”

A home run or nothing.

But they couldn’t be further from the truth.

Because every yes is part of a series of yeses. And building interest (just like cultivating relationships) operates much the same way. 

Think of dominoes. 

Or most waterfalls. 

You’ll notice that often the water doesn’t fall directly from the top to the bottom. The water cascades—from level to level, step to step—top to bottom.

(Another analogy: On your first date, you don’t usually ask your date to marry you.)

So (before) the next time you’re asked, “What do you do?” consider your response. 

What will you say—and in what sequence—so that:

1. This person will get to know, like, and trust you
2. You position yourself as a caring expert, influencer, authority, or thought leader
3. You connect the dots—from what they want and need—to who you are and what you offer
4. You keep sparking interest, so the person you’re speaking with keeps asking you, “Tell me more!”

If you’re not sure, simply go back to basics: people want to be seen, heard, and understood. They want to overcome their challenges and achieve their dreams. And for all this to happen, these people must know, like, and trust you. 

(This has been going on since the beginning of time.)

So ask them to share a story (of themselves, an experience, a case study, a success, a challenge, etc.).

And then share a story about you with them.

When you do this, you create the cascade that allows this person to have their business or life impacted by who you are and what you offer.

(And then... tell them about your book. And hey, if you need help getting it done—and would love to be finished in Q1 of 2025—message me today.)

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Photo by Nick Fewings on Unsplash