I had a wonderful opportunity this week to speak at a networking event. This event was specifically on networking and how to get the most out of your networking event. My presentation focused on the 30-second commercial, elevator speech, or audio logo. Whatever you call it it’s still your first volley into the networking audience. We make 11 different assumptions about a person in the first 11 seconds of meeting them. So you want your first impression to catch their attention.
Your 30-second commercial comes from your key message. Your key message includes everything you do and everything you provide in your entire business. You will have a number of commercials based on what you do and the audience you’re in. You want to know your key message and your commercial so well that you don’t have to think about what you’re saying, you can concentrate on how your audience is receiving it.
There are as many ways to create an elevator speech are there are people who use one. Here are a few things to avoid:
- Fire-hose: where you cram in all the information possible about your business, what you do, who you work with, prices, etc.
- Winging it: not preparing in advance what you want to say based on the audience.
- Selling: you market to a group you sell one-on-one.
These are easy to fall into and we’ve all done them at one time or another. However, to get the best response, a different tack is necessary. What is the response you’re looking for from your elevator speech? The response you want is, “How do you do that?”
People don’t care who you are, how long you’ve been in business, what company you’re with, and in most cases they don’t care about your credentials. They care about the result you can provide. You know what your prospect is looking for, you know the type of prospects the event will attract, and you know the response you’re looking for. Now you put together your commercial based on those parameters.
A great commercial includes the following components:
- Who you work with
- The issues you resolve
- The result the client gets from working with you
Here are a few examples:
- I work with business owners who feel disorganized, off-track, and over-worked to create systems and strategies that leave them on-track, energized, and making money.
- If you are a business owner who wants to be on-track, energized and making money then you’ll want to talk with this person.
- I help new mothers get their energy, and body back.
- If you are a new mother interested in getting your energy and body back, you’ll speak with this person.
- I show business professionals how to excel at work without sacrificing their personal life.
- If you are a professional who wants a personal life and success at work, you’ll contact this person.
It’s far easier to create your elevator speech in the comfort of your own environment, giving yourself the time to be creative in crafting the elevator speech for the next event. Once you have your elevator speech prepared, practice, practice, practice, because practice makes permanent.