Photo Credit: Andrew Welch

November 19, 2016 / 0 COMMENT(S)

The All-Important Elevator Speech

How many times has someone asked you to describe what you do, what you’re promoting, or what you believe in, and you fumble the opportunity? If you aren’t prepared to answer, it’s easy to fail. What people are often asking (without asking) is “What’s the IMPACT of what you do, what you’re promoting, or what you believe in?” They want to know why it matters, and how it affects them.

Let’s use my communications work as an example. What do I do? I do a lot of writing: columns/blogs, press releases, marketing plans, and website content. Are you bored yet? I am.

If I have the length of an elevator ride to share what I do, it’s gotta be interesting. I try to figure out what it is about my work that would be valuable to someone.

To the experienced CEO with too much on his or her plate, I could say something like, “By ghost-writing your blog, I help broaden your influence, establishing you as the expert and thought leader you are. I can take your ideas and use your voice to connect with your audience. That leaves time for you to do what you do best.”

I like the direct, concrete approach, but there are many great approaches. Using advice from one of my favorite marketing books, Chip and Dan Heath’s Made to Stick, I recommend incorporating several of the following attributes into your elevator speech: simplicity, unexpectedness, concreteness, credibility, an emotional appeal, and/or a great story.

If you’d like help developing your elevator speech, let me know.

Jendi is a public relations consultant and blogger who lives in Northern California with her husband and teenage sons.

Want to communicate better? Click below.

FREE PRESS RELEASE TEMPLATE

Want to write a press release that gets published? Here's how!

FIND OUT MORE

HOW TO WRITE A BIO THAT GRABS ATTENTION

Don't fade into the woodwork. Write a bio that makes you stand out!

FIND OUT MORE