Yesterday was another fun day. Andrew Rose invited me to speak again. This time it was for the Association for Accounting Marketing (AAM).
The attendees were professionals in and related to accounting and marketing. Some great questions, interaction, and ideas buzzed about.
The topic was, "The Deliberate Storyteller: Develop Your Own Toolbox of Winning Business Stories." I shared with the group two major concepts. The first was The Power in One and the second was The Power in Process.
The Power in One:
Many professionals think of the elevator speech simply as a networking tool, when it is sooooo much more. The elevator speech is the foundation of your sales and marketing efforts. It is the center of your messaging universe. Every conversation, whether in person, by telephone, in writing, or email is based on the very first sharing of your organization’s core business message—your elevator speech.
Many professionals think of the elevator speech simply as a networking tool, when it is sooooo much more. The elevator speech is the foundation of your sales and marketing efforts. It is the center of your messaging universe. Every conversation, whether in person, by telephone, in writing, or email is based on the very first sharing of your organization’s core business message—your elevator speech.
The Power in Process:
Often, marketing and communication professionals focus on the deliverables, the marketing materials themselves. Examples include website, presentations, newsletters, blogs, advertisements, search engine optimization campaigns, etc. I strongly suggest that a more strategic view occur first that looks at everything at say, a 50,000 foot level. Then prioritize as to what will benefit your organization the most in short-term, mid-term, and long-term results. Lastly, execute on the priority list (this is a very brief picture). And what ties everything together in a neat bow is the elevator speech.
Often, marketing and communication professionals focus on the deliverables, the marketing materials themselves. Examples include website, presentations, newsletters, blogs, advertisements, search engine optimization campaigns, etc. I strongly suggest that a more strategic view occur first that looks at everything at say, a 50,000 foot level. Then prioritize as to what will benefit your organization the most in short-term, mid-term, and long-term results. Lastly, execute on the priority list (this is a very brief picture). And what ties everything together in a neat bow is the elevator speech.
Comments