the elevator speech
TRANSCRIPT
Spike Advertising Incorporated / 27 Kilburn Street / Burlington, VT / 802.951.1700 / spikeadvertising.com
Make the most of your 30 seconds
SPike oN: the elevator speech
An elevator ride isn’t just the time it
takes to get to your floor. It’s the golden
standard of time by which all brand
pitches can be measured. The term and
use of this tool has been taken outside
the building, and masters of the elevator
speech are able to elevate their brand
without changing floors.
How often are you asked, “What do you do?” Typically, the answer is something like, “I own my own business,” or “I’m a marketing director.” This, unfortunately, is a lost opportunity because it leaves it up to the listener to decide why your company is unique and what value it may have to them.
Elevator speeches aren’t just for elevators, especially here in Vermont where the tallest building is actually a senior citizens apartment building in Rutland, the Sheldon Towers, at just 12 stories.* Every day we find ourselves in situations where marketing can be an organic experience, a simple means to be friendly and connect — on the chair lift, in line at the grocery store checkout, in between pitches at a baseball game, at a school play, at a town meeting, etc. And then, of course, the elevator speech is a powerful marketing tool at business events, conferences, conventions, meetings…any networking opportunity.
An effective elevator speech is delivered with enthusiasm, if not passion, and it outlines who you are, what makes you unique and what you offer. In some instances, your elevator speech may seamlessly result in an exchange of business cards, a referral, etc.
*The tallest Structure in Vermont is the WKDR Radio Tower in Burlington at 445 ft., and the second tallest structure is the Bennington Battle Monument at 306 ft.
Why do you need an elevator speech?
What’s in an elevator speech? An elevator speech is a concise, carefully crafted and comfortably delivered description of what you do — one that most anyone should be able to understand in the time it takes to ride an elevator (30 seconds/100 words).
Spike Advertising Incorporated / 27 Kilburn Street / Burlington, VT / 802.951.1700 / spikeadvertising.com
SamplesFor a lawyer for non-profits: “I’m saving the people who are saving the world! (Pauses and smiles.) I’m Alice Anderson, a lawyer for non-profits. My company, Anderson NonProfit Strategies, based in the San Francisco Bay Area, specializes in helping non-profits keep their fund-raising legal. For more information e-mail me: [email protected]”
For a management consultant: “I keep your company out of Dilbert’s comic strip! I’m Alyson Abrams, a Silicon Valley management consultant specializing in change. If your company is experiencing rapid growth or change I can offer experience and wisdom to keep your employees happy and your profits in the black.”
For an advertising executive: “Hi. I’m Ken Millman, and I don’t really care what you have to say. (Pauses to gage reaction, and adapts accordingly.) That’s why the mantra at my company, Spike Advertising, is ‘Be different or don’t bother.’ We help clients identify and exploit marketing opportunities with meaningful messages that strike a responsive chord with the people that matter. Check us out at spikeadvertising.com.”
Spike has helped a variety of clients navigate the complex and
political process of creating an elevator speech, including Langrock
Sperry & Wool — a law firm with twenty-five attorneys and offices in
Middlebury and Burlington — and the University of Vermont Extension,
a statewide educational organization with more than 100 employees.
How to create your elevator speech:By simply answering the following questions, you will have the foundation of an interesting and purposeful elevator speech.
Who is my target market? •
What compelling statements can I make •about myself?
What’s my impact on my customers’ needs?•
Of the items above, which ones will resonate the most •with my target audience?
For further help writing a succinct and compelling elevator speech, consider your answers to the following questions; they may provide inspiration.
Why did you join/start your company?•
What accomplishments are you most proud of?•
What do you like most about your work?•
Who are your mentors?•
What events contributed to your desire to seek •schooling and training in your chosen field?
What is the greatest/coolest thing you know or have •learned as a result of what you do?
Why is the world better off with your company?•
Why is your company better off with you? •
Spike Advertising Incorporated / 27 Kilburn Street / Burlington, VT / 802.951.1700 / spikeadvertising.com
Want to know more?Contact Pat Sears ([email protected])
or Ken Millman ([email protected])
at 802.951.1700.