1. Floor ’Em with a Great Elevator Speech Anthony Juliano Greater Fort Wayne Chamber of Commerce May 14, 2009
2. Hello! I’m here to bring you some bad news! (And some good news… but that comes later)
3. Today’s communication environment is challenging, cluttered, and chaotic … and you have about 2 min. to convince your audience you deserve their attention
4. (Actually, you have a lot less than 2 min.)
5. And there’s more bad news!
7. The “world's least reassuring elevator sign”
9. Most elevator speeches are BROKEN
10. Common elevator speech problems <ul><li>Too broad – don’t try to say everything! </li></ul><ul><li>Too bland </li></ul><ul><li>Too long </li></ul><ul><li>Not targeted </li></ul><ul><li>Focused on you, not your audience </li></ul>
11. I want to plummet to my death My name is John Doe, and I’m the marketing and communication manager for Doe’s Widgets, LLC. We design, manufacture and distribute widgets of all shapes and sizes for OEMs worldwide. We have 4 plants located throughout northeast Indiana, and 150 employees statewide. We have been in business since 1985 blah blah blah, your audience has stopped listening…
12. What’s wrong? <ul><li>Title </li></ul><ul><li>“ LLC” </li></ul><ul><li>Don’t say what you do, say what you can do for them </li></ul><ul><li>“ OEM”: don’t use jargon; your audience will be trying to decipher it instead of listening to the rest of your pitch </li></ul><ul><li>Stats: only if you’re quantifying a benefit </li></ul>
14. Now here’s the good news…
15. How do you GET and KEEP your audience’s attention?
16. Six ways to floor ’em
17. 1. Use the word “you”
18. 2. Differentiate yourself
19. 3. Use a memorable analogy
20. 4. Be conversational
21. 5. Have a call to action
22. 6. Rehearse (but don’t memorize)
23. Remember Mad Libs?
24. Your Outline Hi! I’m [Your name] with [Organization]. We [something unique] for [a very specific audience]. We’re like [memorable analogy]. My goal is to [sum up an outcome] for people/organizations like you/yours who [something they need]. [Call to action].
25. An example Hi! I’m Anthony Juliano with Asher Agency. I’m a marketing strategist dedicated to helping organizations and individuals like you understand and respond to today’s challenging communication environment. I strive to be kind of like a communication Swiss Army knife: readily available when needed, with all the right tools. My goal is to help you develop clear, concise messages and effective marketing strategies. I’d love to meet sometime to talk in more detail and learn more about you.
26. What’s included? <ul><li>Name </li></ul><ul><li>Company name </li></ul><ul><li>Brief description of what I can do for them </li></ul><ul><li>Analogy </li></ul><ul><li>Call to action </li></ul>
27. Adapt for specific audiences! <ul><li>Prospective investors </li></ul><ul><li>Prospective business partners </li></ul><ul><li>Prospective employees </li></ul><ul><li>Prospective employers </li></ul><ul><li>THEIR NEEDS ARE DIFFERENT THAN THE NEEDS OF YOUR PROSPECTIVE CUSTOMERS </li></ul>
28. Use the outline, or adapt from it
29. And try it out at the Chamber’s Morning Mix on May 21
31. Thanks! [email_address] (260) 424.3373 If you enjoyed this presentation, please recommend me on