An elevator speech can help your prospects understand. But a manifesto can get them to believe.
Creating an elevator speech is a great exercise. It forces you to condense and crystalize what you do, how it is unique, and how that helps your constituents. Do this with skill and you can improve your chances of capturing a prospect’s attention.
But what if you want more than their attention? What if you want them to become believers in what you stand for and the larger purpose that fuels your passion? That’s the kind of stuff that turns prospects into evangelists.