This is my second article with The Washington Business Journal starts with, "In today's business world, communication moves at race-car speed. You often have less than a minute to tell your story. That's why you need to make your business story succinct and compelling, one that will leave people asking for more." I detail out the three key steps to developing an elevator speech that screams, "I need that." Read the entire article below.
One note...for those people that are familiar with The Chief Storyteller, did you notice anything about the article title? Yes...the word "but" is in the title. When you submit an article, remember that you are relinquishing all control to the editors. Work with the editorial team to help them understand your preferences. They have their hearts in the right place as they are balancing deadlines, readership demands, and author requests.
If you have any preferences or requests for topics, we would love to hear from you. Contact us by telephone or email or leave a comment on this blog entry.
To read all the articles:
. "Everyone has a Story to Tell, and You Need One Too"
. "Say What you Want, But Say it in Under 30 Seconds"
. "Step Away from the Urn, and Other Networking Tips"
. "Getting to Yes: Make Body Language Work for You"
. "Drop the Dry Presentation, Tell a Compelling Story"
.
"Presenters Must Prepare Like Orchestra Conductors"
. "Keeping it Real: Learn to Heed Your Authentic Voice"
. "Great Leaders Know How to Put their Words to Work"
Say What You Want, but Say it in Under 30 Seconds
© 2008. Washington Business Journal. Used by permission.
Ira J. Koretsky
February 22, 2008
In today's business world, communication moves at race-car speed. You often have less than a minute to tell your story. That's why you need to make your business story succinct and compelling, one that will leave people asking for more.
Imagine yourself at a business function. You are introduced to someone who asks, "What do you do?"
The answer to that ubiquitous question has many names, but we'll go with this one: your elevator speech. It should tell your core business message or story in 30 seconds or less, about the duration of a typical elevator ride.
I created a proven three-step process to help you practice and perfect your core business story, one that will generate the recruiting, sales and marketing results you want.
Step 1: Craft a Compelling Headline
To construct your elevator speech, start by identifying your objectives.
Are you trying to sell a product? Position yourself for a new job? Make a networking connection? Find volunteers or corporate sponsors? Get an idea approved?
Determining your objectives helps you direct the tone, language and delivery of your elevator speech.
Focus on who you are and what you are trying to do. Pare that information down to its bare bones. A reporter tells a story by showing who, what, where, when and why. Think of telling your story in a similar way.
Let's use a corporate example: (a) Who: We are XYZ Company; (b) What: We eliminate financial emergencies; (c) How: Through a variety of products and services, including financial planning, wealth protection, and wealth building; (d) Why: Clients have praised us as great listeners who have delivered on our promises, "predicted" the future with confidence and helped them achieve their financial objectives; (e) What makes us different: 28 years in business, 95 percent client retention, beat the Dow the last eight years; (f) Problems/issues we solve: wealth protection, wealth building and wealth sharing for the family and philanthropy.
Now think about the people you want to reach with your message. Knowing your audience is critical to effective communication.
Develop a profile for your ideal [blank]. The [blank] is your target audience, client, partner, board of directors, subscriber, member, etc. Who would be best served by your services and products?
Tailor your talk to the audience in your ideal [blank] profile. The elevator speech to a principal at a nonprofit organization will be different from the speech to a principal at a publicly traded company. The speech to the head of a government contractor won't be the same as the one to the CEO of a startup. Narrow it down, customize and fine-tune it.
Now craft a compelling headline. Headlines grab your attention. They arouse your curiosity with the juiciest parts of the story.
Visual headlines are the best. A wonderful example is General Electric's classic, "We bring good things to light." Illuminating a home appeals to people in a way that "we make light bulbs" cannot.
Here are a few of my favorite headlines I developed for my clients: "We are champions of healthy living" for the American Diabetes Association; "We create workplace happiness" for Transwestern Commercial Services; and "We are like a hotel for business" for Preferred Offices.
Keep it short, between three and seven words. Use active verbs. Use these two formats as a guide: "We are like [noun] for [noun]" and "We help [verb] your [blank]."
Work with your team to develop new ideas, to identify key words and to practice. You are developing one headline that will be shared across all your recruiting, sales, marketing and communications materials.
Step 2: Add the 'How' Details
Your core business message should provide details that explain your headline in one to three sentences.
These sentences describe what you do while sharing some of the benefits of working with you. Keep it simple. Avoid jargon and industry-specific language.
Here is an example from Transwestern: "For the CEO, happiness is office space that supports the corporate vision. For the CFO, happiness is a lease with lower rents, better space, and a sound exit strategy. For employees, happiness is an easy commute to a great location with an upbeat interior."
Step 3: Share a Tailored Success Story
Now that you have a compelling headline with intriguing details, add a success story tailored to your target audience. This will heighten their interest and increase your emotional connection. Limit your success story to two sentences.
An example of a success story: "Since 1940, the American Diabetes Association has been improving the lives of all people affected by diabetes with the help of great organizations like Kraft Foods, Gold's Gym, and General Mills." Balance bragging with humility.
Finally, evaluate the success of your business story. Your elevator speech must resonate on a personal and emotional level. You can read someone's body language and verbal response to get a quick answer to your speech's effectiveness.
Receptive body language includes the other person smiling broadly and affirmative head nodding.
Also look for verbal cues. Does your conversation partner ask intelligent and active questions, share a related personal story, offer a business card, ask to set up a meeting, or refer you to a friend? If so, then your elevator speech is working.
Tweak it over time to ensure that it generates the right results for you.
Ira Koretsky is President of Rockville-Based The Chief Storyteller.
Phone: 240/683-3881
Web site: www.thechiefstoryteller.com
© 2008. Washington Business Journal. Used by permission.
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