What’s the XYZ Method For Getting an Elevated Pitch for the 15-second video
The XYZ Method is the foundation of any content that you create.
Simply, it’s this:
I help X, which is your target, achieve Y which is the result, via Z, which is your technique, product or service.
Here are some examples:
“We help business owners and service providers generate revenue through clarity in their brand messaging and strategy, and creatively generation.”
“ I help experts get their book published through my five-step process of making it easy ghostwriting.”
Everyone should be able to speak their XYZ in one sentence.
- Who do you help? What kind of expert – you can be more specific.
- What is that business result? Is it just getting the book out? Is it using the book to build authority and reputation management?
- And then, what is it about your program that you can condense down to five steps? Or maybe you put a name for it, like ‘The Reputation 1 0 1 Model.’
I help X achieve Y through Z.
The ‘3-Part Hero’ Story
Some people show what they’ve been through while implementing the thing that they do and what they love. People really like that because they see you’re being true.
When you show this empathy, they’re more likely to hire you than some random person on Fiver or Upwork. You may be charging more than those random people on Fiver or Upwork, but if they feel they have a connection and can trust you; if they see that you are struggling in whatever the thing is you’re struggling with and have overcome that, they also vicariously live through that and believe that you also will follow through and deliver for them.
You need not be a motivational speaker, a personal development expert, or speak on stage. But the general frame of selling that’s the most effective is you show how you’ve had some situation. First, they identify – this is called the three-part hero story.
First, they identify with you, “Oh, I’m like that guy too.” They see that you face some sort of challenge. Then you overcome that challenge. If that challenge doesn’t have anything to do with writing a book, it doesn’t matter because you’re offering professional services.
But don’t overdo it…
You see all those people going through that same thing where they show some kind of struggle. They overdo it by saying I was broke, lived out of my car, and couldn’t pay my rent. That’s why people do that whole Russell Brunson kind of story – you were struggling, and now you’re successful. You’re trying to create the greatest distance possible because to make your success look good, they have to make this starting point look as low as possible for the greatest gap.
That’s why jewelers, when showing diamonds, put the diamonds against the black background to create the greatest contrast possible.
I believe that method is often prone to exaggeration and false promises. But if you have challenges that you have overcome or are overcoming, I think that’s totally valid. Because that kind of pain that that author has anchors with the kind of pain you have subconsciously. You don’t mention a direct connection because that’s cheesy, but subconsciously they connect with that. So, you see that psychology there.
So, with the XYZ Method, you can do short 15-second videos where you’re telling a story about how somebody, your ideal client, achieved a certain result, and people are gonna say, I’m just like X. I also want Y that result and Z, I feel I wanna learn more about that method. I help X achieve Y through Z.
About the Author
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.