How to Create a Compelling 1-Minute for WMB Networking Meetings

Whether you’re heading to your first event or looking to refine your pitch, this article will walk you through a framework I use to craft a memorable introduction that sparks conversations.

But first, let's start by redefining what a 1-minute is all about. Contrary to popular belief, it’s not a sales pitch. You’re unlikely to sell a product or service in those 60 seconds. Instead, your goal is to pique interest and encourage others to start a conversation with you afterwards.

Here's how...

Step 1: Identify Your Ideal Customer

First, think about your ideal customer. Who are they? What do they do? What problems do they face that you can solve? Avoid broad descriptions like “all small business owners.” Be specific about the type of customer you’re targeting. Picture that perfect customer in your mind, someone you’d love to clone, and write down their key characteristics.

Step 2: Define the Problem You Solve

Next, put yourself in your customer's shoes. Before they meet you, what challenges are they facing? How do they feel about these problems? Your 60-seconds should address their pain points and how you can provide solutions that make their lives easier or better.

Step 3: Identify the Sparks

“Sparks” are those moments when someone realises they need help. What are the situations or triggers that make your customer seek out a solution? These could be specific conversations or scenarios where the problem becomes too big to ignore.

Step 4: Paint the Picture of Success

Describe the transformation your customers experience after working with you. What results do they achieve? How does their life or business improve? Make sure to highlight both the immediate and long-term benefits of your services.

Step 5: Craft Your Story

Now, bring all these elements together into a narrative. I love the “Pixar Pitch” framework that Daniel Pink talks about in his book, To Sell Is Human. It's the same story-framework that Pixar uses when they have to pitch a new story idea and it includes all the elements of a compelling story:

• Once upon a time… (Introduce the customer)
• Every day… (Their routine before meeting you)
• One day… (The spark that triggered their need)
• Because of that… (The action they took)
• Because of that… (The positive outcome they experienced)
• Until finally… (The ultimate success they achieved)

Obviously, you're not going to want to start your 1-minute with "Once upon a time..." but I do encourage you to write it out this way first, so you have the story clear in your head.

Step 6: Turn It Into a 1-minute With a Call to Action

Finally, decide what you want people to do after hearing your pitch. Do you want them to set up a meeting, introduce you to someone, or simply chat with you? Be clear about your ask.

When you have all the elements of your story, you can rewrite it in a way that fits a 1-minute better. Here's an example:

• Hi everyone, I’m X and I help [ideal customer] to [ultimate benefits]
• I’m looking to meet [ideal customer] who are [challenges]
• Do you know someone who [spark]?
• I work with my clients to [action] which gives them [benefits] and [ultimate benefits]
• Call to action
• Repeat your name and a tagline if you have one

Remember, your 1-minute pitch is a tool to open doors to new relationships and opportunities. So, go ahead and give it a try! Practice, refine, and don’t be afraid to mix it up. And if you need a bit of free marketing advice or want to chat about your pitch, feel free to connect with me on LinkedIn.

Happy networking!

This blog is a quick summary of my keynote, which I've also recorded as a video tutorial here: https://www.youtube.com/watch?v=DHnsh1_ohBQ