Marketing Action Club BLOG

30 Second Elevator Speech – Why 30 Seconds Anyway?

Jerry Smith — Thu, 02 Dec 2010 15:15:46 +0000

You know the drill – “everyone is going to give their 30 second infomercial”. It is standard networking group fare, but where did the 30 seconds come from anyway?

Grabbing attention is something that happens pretty quickly in a networking setting. People are there to talk to others of interest and they will likely hear many intros over the course of the event/evening/day and so you need to merit their attention quickly. The following things are in play therefore:

Practical time constraints – you are unlikely to have 10 minutes to talk to one person. Don’t bank on it anyway – they have, and you have, plenty of other people to meet
Decision time – you’ve heard how fast people make decisions as to whether they like you, whether they like your appearance in a job interview and so on. The same is true here – your listeners will not take 5 minutes to form an opinion. it is more like 10 -30 seconds
Attention span – people will move onto something more interesting if they are not engaged with your message quickly. Keeping it under 30 seconds grabs attention but isn’t enough to answer all their questions so they will want to know more
Politeness – you don’t have permission to talk endlessly at a networking meeting. You need to be respectful of other people’s time.

These are all reasons to keep in ming that 30 seconds is your limit, unless specifically told otherwise. Taking less time is OK (as long as you have a compelling message in that time) but going over is not!

Put together your own 30 Second Elevator Speech – www.30SecondElevatorSpeech.com

Elevator Speech Examples – The 5 most common Elevator Speech Mistakes

Jerry Smith — Tue, 16 Nov 2010 03:33:04 +0000

Go to any networking event and you will hear them – elevator speeches. They are the staple of organized as well as open networking events.

There are many ways to do this well, but 5 extremely common ways businesses typically sabotage their efforts to grab attention with their introduction.

1. Talking About Yourself

2. Assuming Others Understand You

3. Irrelevent Information

4. Trying to be Cute

5. NOT Trying

For a longer article on what these are, plus tips to avoid making them here is a link to our full length article in Ezine Aritcles:

http://ezinearticles.com/?Elevator-Speech-Examples—The-FIVE-MOST-Common-Mistakes&id=4806450

Elevator Speech Examples – How to Gain Attention Right Away

admin — Wed, 14 Jul 2010 02:39:03 +0000

http://www.30secondElevatorSpeech.com Elevator Speech Examples – How do you make sure you gain the attention of your audience quickly? Make sure what you are saying grabs that attention immediately

What are you trying to achieve with an elevator speech as a networking and marketing tool?

Not selling, not dazzling the audience with your brilliance or command of the language, not make them laugh necessarily (although that can help) and certainly not to bore them into submission. You are looking to GAIN THEIR ATTENTION so that you can move to the next stage of the marketing process.

It’s that simple, and that complicated. The most common mistake that prevents you getting the attention you deserve is trying to appeal to as wide an audience as possible. Here are some examples of how this sounds:

"We are a full service agency for all your design needs"

"We work with anyone who wants to manage their finances better"

"Our company coaches people looking for more success in their lives"

"We help companies from the sole proprietor to the Fortune 500"

Now, it may be that your company can indeed provide a wide range of services to a varied client base. However elevator speech examples of the above type do not grab attention. They are too broad and force the listener to:

a) Figure out how and if they are included and

b) Conclude that you are either a generalist, or are trying to appeal to as wide an audience as possible and don’t really have the focus.

Remember that being focused and specialist is generally perceived to be a good thing by your prospects. You are more likely to understand them and their issues, more likely to be passionate about what you do and arguably provide better customer service as a result.

Most importantly though, they will understand whether your services are a good fit for them or someone they know. When they conclude that they are, you will have their attention and they will likely engage with you. Your elevator speech has achieved your goal.

So, how do you do this?

The key is to embrace the mindset change. By appealing to a core, well defined audience you will actually be more likely to gain attention AND those that do engage will be the clients that you want. Defining up front who those clients are will get attention fast. Define this in detail, without being verbose.

For example:

"We help small businesses owners and independent professionals who started their business in the last 12 months"

"We are focused in doctors and dentists based in Beverley Hills"

"Our company helps medium sized, fast growing service based companies who need IT support"

Of course this isn’t the total 30 second introduction, but defining who the subsequent message is aimed at is huge in terms of gaining attention. Spend some time on this! Who was your company set up to serve and who makes your BEST client – those you love to work with. Think about attracting more of them.

The added bonus of this focus is that people outside your immediately defined target will come up to you and ask you whether you can also help them, even though they are outside the niche you defined. Then you have a decision to make!

Elevator Speech Tips – The one thing you MUST do!

admin — Mon, 12 Jul 2010 23:32:53 +0000

http://www.30secondElevatorSpeech.com Elevator Speech Tip – if you were to chose one thing to focus on for elevator speech success – what would that be? It’s a mindset and you can develop it!

Elevator Speech, 30 Second Introduction, 30 second infomercial – whatever you call it, you are essentially looking to introduce yourself simply, succinctly and memorably. Perhaps most importantly, you need your listener to quickly grasp what you do so they can identify themselves as a potential client, or introduce you to someone who may be that prospect.

Easy enough right?

Well, bear in mind that everyone is busy. Asking someone what they do is a polite conversational gambit – there may be limited interest at first. At a networking event you may be the last to introduce yourself so they have heard numerous introductions already and are suitably fatigued by the whole thing.

There are many things you can do to standout out but there is a central mindset you need to plug into to ensure you maximize your chances of successfully grabbing attention. It stems from this thought:

"People are primarily concerned with one person – themselves". Of course, that doesn’t mean people are entirely self-centered and lack any thought for others, charities or some concept of "the general good". However it does mean they process what they hear (especially in business) in terms that matter to THEM. Their life consists of challenges and problems to overcome and solve, as does everyone else’s.

So here is the mindset tip that runs through everything:

"Your Elevator Speech needs to be about THEM, not about YOU"

That may sound obvious but think about 30 second intros you have heard recently. Most talk about the company, how long the company has been in business, the range of services, the great customer service, where the office is located and so on. All of that isn’t about THEM it is about YOU.

Change the focus. Think about the challenges you or your company is set up to solve for your clients. Tell your listener:

WHO you work with (target market)

THE CHALLENGES they face

WHAT they get (the benefit) from working with you

That’s it. Stay focused on them. When they ask you for more details ask them back what they are interested in. Keep it about them – you will get a chance to talk about yourself eventually but now is not the time. This is how you will stand out – people will recognize you are talking to THEM and that is very powerful

Elevator Speech Tips – Part 2, Specialized Businesses

Jerry Smith — Thu, 18 Feb 2010 10:00:05 +0000

Elevator Speech Examples – How do you make your Elevator Speech stand out when your business is unfamilar to most of your audience?

How about some elevator speech examples when you are in a less competitive business? There is good news and bad news in this situation.

When your business is not something most people come across every day, you have the advantage that your elevator speech will likely be novel to those listening. In contrast to the networking event where there are 5 people who essentially give the same message, in your case you will almost certainly be the only one.

That’s the good news. The bad news is that your audience will not have any idea what you do and you need to get that across quickly and in a manner that grabs their attention and that they understand.

You may have heard examples of elevator speeches that leave you thinking: “huh? I heard the words but I didn’t understand what that person does”. That isn’t a reaction you want. When there is a lack of understanding there tends to be a lack of action.

The businesses I am talking about includes any that defy an easy label. Examples are endless but could include various specific forms of consultancy, coaching, niche specific services that help businesses save money and so on. The fact that they are specific is the challenge – how do you get people to understand and identify themselves to you as potention clients?

How do you gain attention in this situation?

Here are some fictional elevator speech examples with an explanation of the thinking:

“I work with small business owners who are frustrated that although they love their business, it has taken over their lives and they are beginning to resent the lack of time they have to spend with their family”

This example identifies the target audience and the issue they are dealing with. It avoids the use of terms that might confuse such as “coach” and invites the listener to think about who they know that might fit that definition. It also invites the question: “How do you do that?” which is a good thing.

Another example:

“We are focussed on fast growing, medium sized businesses that are struggling to bring the right people into the business to manage such growth, and are concerned that they are not keeping up with legal and administrative issues as they bring people on board so fast”

Again, identifies the target and a couple of issues. The language is simplistic, avoiding jargon, and keeps the focus on the challenges the ideal clients are facing.

In summary, the solution to the challenge of having an unfamiliar service is essentially the same as it is when describing a familiar one:

1. Clearly defined client niche – especially important when your service is specialized
2. The nature of the issues those clients face and their concerns
3. No “traditional” elevator speech material about your services, experience and where your office is located.
4. Avoids jargon – a particular temptation when you work frequently in a very specific niche.

These elevator speech examples follow this model and the great news is that once you have grabbed attention and are in a conversation with a prospect, they will likely not have been exposed to your type of service before. They may not even have realized there was a solution to their challenges. That is a great conversation to have!

For more step-by-step advice on creating a real ATTENTION GRABBING 30 Second Elevator Speech, visit http://www.30secondElevatorSpeech.com

Elevator Speech Examples – Part 1, Highly Competitive Businesses

Jerry Smith — Wed, 10 Feb 2010 19:22:37 +0000

Some Elevator Speech Examples of how to differentiate yourself when there is a lot of competition in your business niche.

Given that a well thought out elevator speech is an effective marketing tool, how about some elevator speech examples?

Before getting to that it is worth noting that every business is different, even when they outwardly seem very similar. Indeed an elevator speech that really stands out can seem to be a difficult goal when your business is highly competitive.

You may have attended a networking event where there were at least half a dozen businesses in broadly similar fields.

Examples include: Financial planners, Insurance Agents, IT support companies, Chiropractors, Real Estate Agents and so on.

So how do you gain attention in this situation,where introductions typically all sound very much alike?

Here are some (admittedly fabricated) elevator speech examples showing how you can differentiate yourself from the competition, and some of the thinking behind them:

“I work with the recently divorced who are struggling to put their finances back together and are confused as to where to put their energies and how to identify their financial priorities”

Clearly identifies the target audience, and the challenges or concerns that audience is dealing with. The specific target audience definition is key.

Another example:

“I focus on contractors who need insurance for their work and are not absolutely sure they have fully appropriate coverage. They are worried they might be either over or under insured and seek the reassurance of an agent who specializes in their issues”

Again, concentrates of a defined target and their issues, and in this case also offers a measure of your uniqueness – in other words your specialization.

These are just a couple of examples of an elevator speech that will help you stand out from your competition. The key points here are:

1. Clearly defined client niche
2. The nature of the issues those clients face and their concerns
3. No “traditional” elevator speech material about your services, experience and where your office is located.

These elevator speech examples cover a situation where you are in competition with many others, and where your profession is well known. It’s important to find what differentiates you in this case. These examples suggest a way to achieve that, and break the pattern of what others are saying.

In this way you will sound fresh and interesting and clearly distance yourself from the competition – that is attention grabbing.

Are you ready to start consistently grabbing more attention with your 30 Second Elevator Speech? Check you this step-by-step online program at http://www.30secondElevatorSpeech.com

Elevator Speech Tips – Use of Humor

Jerry Smith — Sat, 30 Jan 2010 09:25:29 +0000

Your Elevator Speech – your first and best opportunity to grab the attention of clients and prospects.

Click here to view the embedded video.

Everyone has an elevator speech. When you are a small business owner you will be asked about your business and what you do. Unless you are not going to say anything, you will give an answer and that, like it or not, is your elevator speech. It will create an impression, and you want that to be attention grabbing for the right reason, which brings us to elevator speech humor.

People are attracted to humor, of that there is no doubt. There is a place for it though, and “being funny” is a skill that not everyone possesses to the same extent. It can seem as though an elevator speech is an ideal place for humorous delivery, but there are several reasons to treat this thought with great care:

1. Time – there is a reason the elevator speech is sometimes called a 30 second introduction. You don’t have long. There isn’t time to tell a long story or anecdote. You will lose your listener.

2. Humor is very personal. Something you find incredibly funny will leave others cold. If you are talking to an ideal prospect, and they don’t find your elevator speech amusing, they are likely to be confused or worse…..

3. The risk of giving offense – an elevator speech that upsets someone certainly grabs attention, but not in a good way! You can’t assume that a clever play on words that is perfectly innocent from your perspective, is equally inoffensive to everyone. It is a risk you don’t need to take

4. Pressure – coming up with a great elevator speech takes focused effort and practice. Looking for an amusing spin on that puts a lot of pressure on you that you don’t need.

5. Irrelevance – it is easy to come up with an amusing elevator speech that doesn’t actually help your prospect understand that they might want to learn more about you. They MAY remember your speech, but not actually what you do.

So, there are many reasons to be cautious with your elevator speech when it comes to humor. It CAN be effective, but there biggest risk is assuming that amusing is always good – sometimes being clever actually causes confusion, and a confused mind goes away, rather than engaging with you.

The good news is that humor is not essential. You will get great results when you develop an elevator speech that addresses the issues and challenges faced by your target market. They will engage with that and want to find out more about you – you have grabbed their attention even if you didn’t leave them laughing!

For a step by step how to guide to giving your elevator speech real purpose, visit www.30secondelevatorspeech.com

Elevator Speech Tip – A Clear Purpose For Your 30-Second Intro

Kevin Dervin — Wed, 27 Jan 2010 21:07:36 +0000

What is the purpose of an elevator speech? What are you trying to get accomplished with a 30-second introduction?

One way to think of an elevator speech is in terms of your response to the age-old question, “What do you do?” It just might be the most asked question you ever hear. It comes up in formal networking settings, at social events, job fairs, or even just meeting other parents at your kids’ school.

It’s particularly relevant in a variety of situations for small business owners, independent professionals, and job seekers.

An elevator speech should be a clear, concise, and compelling bit of communication to get across the essence of who you are and what you can do for someone. It’s also commonly referred to as a 30-second introduction, an elevator pitch, or a 30-second commercial.

What you call it isn’t as important as having a clear purpose for what you want to get accomplished with your elevator speech. The key is delivering a message that is relevant to your intended audience.

As it relates to small businesses and independent professionals, it’s about grabbing attention from your best prospects. And, it’s also important for gaining attention from business contacts, referral sources, and centers of influence that can lead you to potential clients.

In terms of job search, an effective elevator speech communicates who you are, what you’re looking for and how you could benefit a company or organization. It’s about highlighting what you bring to the table.

Your 30-second introduction, or elevator speech, should answer the question, “Why should I pay attention to you?” In other words, for the listener you’re answering the un-asked question, “What’s in it for me?”

When you can grab that kind of attention from your prospects or intended audience, it opens things up to begin a conversation. That’s when you can explore if a relationship will develop.

So here’s the important lesson here. Don’t make your elevator speech about all about you and who you are and what your experiences are. You purpose should be to grab attention from your prospects. And you stand a better chance of doing that by focusing on what they might need help with from you.

Do you wish you knew how to grab more attention with your 30-second introduction or elevator speech?

Then I invite you to check out http://www.30SecondElevatorSpeech.com for a step-by-step interactive how-to program. And when you do, I’m going to give you a FREE bonus. It’s a powerful one hour audio recording from a TeleSeminar we conducted called Fearless Networking, Secrets of the Highly Successful.

Simple Small Business Marketing Ideas Often Work The Best Including This One

Kevin Dervin — Sat, 16 Jan 2010 00:34:14 +0000

Have you ever noticed how many times the simplest small business marketing ideas end up working the best?

Who ever said small business marketing has to be hard?

I’m constantly amazed at just how powerful some of the simplest concepts are. There are many small business marketing ideas that cost next to nothing and really require little to no additional extra work to begin bringing in more business every month.

Unfortunately, the problem with simple marketing ideas is that many small businesses are so quick to excuse them. Intelligent small business owners and independent professionals just like you mistakenly believe a marketing idea has to be sophisticated and intricate to be really valuable.

WRONG! In fact, it’s completely the opposite that’s true. The more complicated the idea, the less chance you have of making it work. Simple doesn’t mean well thought out. It just means not complicated.

One of the simplest small business marketing ideas I’ve ever come across is also one of the most powerful. Many successful professionals have shared that this one technique has been primarily responsible for completely filling their business pipeline.

Even though most people know about this powerful method, it’s surprising how few people actually use it consistently. Perhaps because it’s just too simple and small business owners are always looking for fresh, new, and more sophisticated (i.e., perceived to be higher value) marketing ideas.

After all, if the simple, easy ideas really worked then wouldn’t everyone be using them? Well you would think, but even the simple solutions take some work on your part to be successful. And too often, people want the results without having to do the work.

Simple does not mean you don’t have to do the work. It just means not complicated.

So what is this simple yet incredibly powerful idea that can help you generate significantly more business?
Commit to sending out personal hand-written notes – Thank You notes or Cards.

The reasons to send personal notes including “thank you” notes are practically endless.

* When you make a new contact at a networking event
* When you get a new clients
* When a client takes your advice
* When a client recommends you
* When a business contact recommends a new resource.

Taking time to hand write notes is a lost art in the world of business anymore. Even though personal attention is always more effective, email and voice mail are just so much quicker and therefore make it ineffective in some peoples’ minds.

Consider How To Put This Small Business Marketing Idea To Work For Your Business…

Effective small business marketing is more than just a bunch of ideas and tips. Follow a step-by-step approach to plan your small business marketing strategy. Visit http://www.GetMoreGreatClients.com to learn more.

Elevator Speech Basics: How to make your 30-Second Introduction Stand Out

Jerry Smith — Thu, 14 Jan 2010 23:53:01 +0000

Whether you call it your 30 second introduction, elevator speech or elevator pitch, it is one of the most important tools in your small business marketing tool kit.

Perhaps the most commonly asked question in the business world is “So, What do you do?” Being able to answer that question in a way that really grabs their attention is the first step.

However you get one chance at it! You need to ensure that you connect in those 30 seconds and to do that, you need to stand out from the crowd.

How do you do that?

Most elevator speeches sound similar. They are primarily a combination of a sales message, perhaps with a tag line or company message, and a list of services. Often there will also be some factual information about the company itself – where their office is located, how long they’ve been in business, years business experience and so on.

There are three main drawbacks to this approach:

1. It sounds the same as most others
2. It is primarily about YOU – and why should your prospect care at this point?
3. You are selling

Most people are going about their business thinking primarily about themselves, not about you. They are looking for solutions to challenges and problems with which they are dealing, they are looking for help.

When you list what you do you are asking them to relate their issues to your services but more importantly, you are not speaking to them on a channel they are listening to – in other words you are talking about yourself and what is important to YOU.

When your message also sounds like numerous examples they have heard before, there is even less chance you will stand out and grab attention.

How do you change this?

1. Define your ideal client in as much detail as you can. Who is your business set up to serve?
2. What problems, issues or challenges is your business set up to solve
3. Stop talking about yourself – when asked what you do, tell them who you help and the problems they are dealing with.

This will sound so different from a standard answer, you will break the pattern they are used to. They will relate to what you say and even if they are not a prospect, they may know someone who is.

In short, you will stand out, and grab their attention.

Do you want to grab more attention with your 30 second introduction or elevator speech? If so I invite you to check out http://www.30SecondIntroduction.com for a step-by-step interactive program.