We can help people talk about our business by boiling our message down to it's concise catchy core, so that it's easily grasped and shared.
What would you like us to know about your business?
You've got 15 seconds.
Ready...
Go!
Is Our Elevator Speech Ready?
We're attending a big conference in the hopes of finding a wealthy buyer for our online technology company.
We jump on the elevator on our way to the day's events, and there's Steve Jobs of Apple.
Steve gives us a smile and says, "Hi, there. So, what business are you guys in?"
We've got 20 floors to answer his question, and then he's gone forever.
Are we ready?
Elevator Speech Tips
Ok, so few of us have probably given our elevator pitch the attention it deserves.
Tesse Stowe of
SalesConversation.com offers nine elevator speech tips that are great place to begin our our work.
Here's a quick summary of her suggestions.
Who is your market? What problem do you solve? What end result do you deliver? Avoid labels that have negative connotations. Remove all jargon. Keep it about them, not you. Practise! Tweak and test.
Tess explains this better than I can, so
check our her article.Our Customers Are More Effective Sellers Than We Are
Ok, now we have our elevator speech, but there's one little problem.
We're not the right person to deliver our message, because we have limited credibility.
You know how it is. We're the vendor, the seller, so of course we're going to say nice things about our business, even if our business isn't actually all that nice.
And everybody knows this. Thus, we aren't the most effective spokesman for our company, even if we have our polished pitch down flat.
The people who can share our message most convincingly are of course, our happy customers.
That's who our target market will believe.
So let's talk about refining our elevator pitch further, so that it can be delivered by our clients.
Repacking Our Pitch For Word Of Mouth
Although our clients are our most credible and effective sales team, they don't spend all day every day thinking our business like we do.
Which is good, because that means our best sales people are in the same mindset as our target market.
If we can rework our elevator speech so that it rolls easily off the tongues of our customers, our message should also be ready to be effortlessly absorbed by our prospects.
Typing A Tight Tagline
Here's an exercise that might help.
Don't you hate it when you go to a website with a name like Wonkydoodle.com, and the home page has 6 columns jammed with text and links, but there's no description of what the purpose of the site actually is?
Sites like this aren't making it easy for reviewers and satisfied readers to spread the word.
Can we write a tag line sentence that would belong right under our logo on every page of our website? Can we make it clear at a glance what our site is about?
Can we describe our business in a handful of catchy and descriptive words that customers and reviewers can easily grasp and pass along?
We want people to talk about our business, right?
Word of mouth marketing is about taking the time to make it easy for people to do what we want them to do.
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