This document summarizes Kaitlin Zhang's personal branding workshop on developing an effective elevator pitch. The workshop includes practicing a one-liner pitch, anticipating follow up questions, listening to understand the other person's needs, and common mistakes to avoid like being too long or using jargon. The workshop encourages pitching your value proposition by explaining jobs simply to a child, using body language, and having a clear call to action. Kaitlin's 5 steps to developing a powerful personal brand are also outlined.

1. @KaitlinZhang
New Year New You
30 Seconds Elevator Pitch Event
9 January 2017
Personal Branding Workshop
Tweet @KaitlinZhang
@O2UKThinkBig
6:30pm Doors Open
7 - 7:30pm Pitching Workshop
7:30pm - 8pm Your turn to pitch
8 - 8:30pm Networking

2. TO DO
Introduce yourself to someone you don’t know:
Name
what you do
why are you here

3. TO DO
What is your hobby?
Now imagine that you are the best in the world
and make up a story of how you became that.

4. About Me - Kaitlin Zhang
Personal branding consultant,
coach, speaker and blogger.
Branding consultant for
technology development
companies and start-ups.
Helped raise half a million £ last
year alone. Clients featured in BBC,
NY Times, Guardian, Wired etc.
Education background in graphic
design and visual art.

5. Kaitlin Zhang’s 5 Steps to a Powerful Personal Brand
• Pitch
• Profile (photo & video)
• Platform (website etc.)
• Produce
• Partnership

6. Kaitlin Zhang’s
4 + 3P Pitch Model
1. One Liner Pitch
2. Bullet Pitch
3. 50 Word Pitch
4. 200 - 300 Word Pitch
1P. Pixar Pitch
2P. Participatory Pitch
3P. Poetic Pitch

7. 1. The One-Liner Pitch

8. Create a one-liner pitch for:

10. I am [insert your name]
and
I [insert verb]
for
[insert target audience]
with
[problem they have]
to
increase/grow/achieve x, y, z.

11. Example:
I’m a yoga instructor and I run private sessions
that combine strength training and meditation
for busy women working in the City of London.
I travel to their places of work so they can save
time and never miss a session.

12. Example:
I’m a digital marketing expert who launches
winning Facebook campaigns for app
development businesses like yours to grow a
bigger following and increase conversions.

13. I am [insert your name]
and
I [insert verb]
for
[insert target audience]
with
[problem they have]
to
increase/grow/achieve x, y, z.

14. Anticipate any follow up questions:
Ask Who What When Where Why and How

15. Questions to think through:
• What do you day dream about?
• What are your interests?
• What are your strengths and weaknesses?
• What’s your background?
• What are your achievements?
• What are you passionate about?
• How have you approached or resolved problems in the past?
• What is your strategy for finishing work?

16. If the other person is in your target market,
immediately create value for them.
If the other person is not in your target market,
make yourself memorable
so they can refer you to others.

17. PRO TIP:
Create target audience personas
and identify their values.

18. https://www.exposureninja.com/wp-content/uploads/2015/12/shopify-buyer-profile-example.jpg
Who is your target audience?

19. You want people to ask you to
“Tell me more.”

20. If it feels like you are pitching somebody,
or“selling”to them,
you are doing it wrong.

21. Your No. 1 priority is to LISTEN.

22. TO DO
Talk to the someone and ask them:
How can I help you?

24. Some common mistakes:

25. Are you articulating clearly your unique value
proposition and the problem you are solving?

26. Is it too long?
‘What do you do?’is a not permission for you to
talk 30 seconds non-stop!

27. Steer away from words that are too common.
E.g. strategic, creative, passionate, hardworking

28. Steer away from words that are too difficult.

29. TO DO:
Imagine you are explaining the following jobs to
a 5 year old, what would you say?
- doctor
- nurse
- uber driver
- stock broker

30. Is the audience too board?
Is the audience wrong?

31. Is it easily repeated?
Try and avoid industry jargon.

32. TO DO
Introduce your best friend to someone new:
What is your name?
What is their name?
What do they do?
What’s their story?
What value do the offer?

33. How is your body language?

34. Do you have a strong call-to-action?

35. Kaitlin Zhang’s 5 Steps to a Powerful Personal Brand
• Pitch
• Profile (photo & video)
• Platform (website etc.)
• Produce
• Partnership

36. Contact Me - Kaitlin Zhang
Contact me to improve your
personal brand online and manage
your professional reputation.
www.kaitlinzhang.com
Twitter @KaitlinZhang
Instagram @kzhangbranding
facebook.com/
kaitlinzhangbranding
Email: info@kaitlinzhang.com