Crafting the Elevator Speech

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Elevator speeches are a vital part of the marketing mix for all business owners.  There are three components to a solid elevator speech -- the explanation, the value and the call to action.

The elevator speech in the following example is focused on a trade show and persuading people to visit our exhibit booth at the February 2013 International Franchise Association Convention.

Start by stating your message in one sentence.

If you come to our booth, we will shoot an interview of you talking about what is unique about your brand, edit the interview and then deliver it to you so you can promote your message online.

Next, create value for what you do, which gives you credibility.

Our videographer is an Emmy-winner, so your video will be professional with a long shelf life.

Close with a call to action.

Come by our booth -- 654 on aisle 6 -- and we'll prep you, interview you, and then give you a video to use on your website, social media ...no strings attached and most definitely more useful than the tchotchkes other exhibitors are giving away.

Ding, first floor.

If you have more time than in an elevator, keep the same basic outline of an elevator speech while expanding on each section -- the explanation, the value and the call to action.

And not one elevator speech fits all occasions, so depending where you are and what you are trying to accomplish, prepare and practice.

Below is a quick fill-in-the-blank to craft your Elevator Speech:

For        (audience)       who want to      (problem)         ,        (company name) _      is the only company that       (solution)          because       (Supporting Points)    .

For IFA convention attendees who want to leave the convention with something usefulE.H. Anderson PR is the only company that is offering professional video interviews that will be edited for you to use however you wish because who wants to come home from IFA with another bag full of useless tchotchkes

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1 Comment

It's a great discussion - one all of my clients ask me to help them with - the elevator speech.

I've been teaching them a new approach. that I call the TANECDOTE.

Even the best crafted elevator speeches sound canned and are boring people.

Maybe it's time to shake the elevator speech process up a bit?

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About this Entry

This page contains a single entry by Liz (Holley) Anderson published on February 13, 2013 5:17 PM.

Getting the News to Your LinkedIn Groups - Workaround was the previous entry in this blog.

Why I was Listed in the Top 5% of LinkedIn's Profiles and Why It Matters to You? is the next entry in this blog.

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