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The Elevator Speech
 

The Elevator Speech

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An elevator ride isn’t just the time it takes to get to your floor. It’s the golden standard of time by which all brand pitches can be measured. The term and use of this tool has been taken ...

An elevator ride isn’t just the time it takes to get to your floor. It’s the golden standard of time by which all brand pitches can be measured. The term and use of this tool has been taken outside the building, and masters of the elevator speech are able to elevate their brand without changing floors.

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    The Elevator Speech The Elevator Speech Document Transcript

    • ch SPike oN: the elevator spee M ake the most of your 30 seconds An elevator ride isn’t just the tim e it golden takes to get to your floor. It’s the nd standard of time by which all bra and pitches can be measured. The term side use of this tool has been taken out elevator the building, and masters of the brand speech are able to elevate their without changing floors. Spike Advertising Incorporated / 27 Kilburn Street / Burlington, VT / 802.951.1700 / spikeadvertising.com
    • What’s Why do you need in an an elevator speech? elevator How often are you asked, “What do you do?” Typically, the answer is something like, “I own my own business,” or “I’m a speech? marketing director.” This, unfortunately, is a lost opportunity because it leaves it up to the listener to decide why your company is unique and what value it may have to them. An elevator speech is a concise, Elevator speeches aren’t just for elevators, especially here in carefully crafted and comfortably Vermont where the tallest building is actually a senior citizens delivered description of what you apartment building in Rutland, the Sheldon Towers, at just 12 stories.* Every day we find ourselves in situations where do — one that most anyone should marketing can be an organic experience, a simple means be able to understand in the time to be friendly and connect — on the chair lift, in line at the it takes to ride an elevator (30 grocery store checkout, in between pitches at a baseball game, at a school play, at a town meeting, etc. And then, of seconds/100 words). course, the elevator speech is a powerful marketing tool at business events, conferences, conventions, meetings…any networking opportunity. An effective elevator speech is delivered with enthusiasm, if not passion, and it outlines who you are, what makes you unique and what you offer. In some instances, your elevator speech may seamlessly result in an exchange of business cards, a referral, etc. *The tallest Structure in Vermont is the WKDR Radio Tower in Burlington at 445 ft., and the second tallest structure is the Bennington Battle Monument at 306 ft. Spike Advertising Incorporated / 27 Kilburn Street / Burlington, VT / 802.951.1700 / spikeadvertising.com
    • How to create Samples your elevator speech: For a lawyer for non-profits: “I’m saving the people who are saving By simply answering the following questions, you will have the the world! (Pauses and smiles.) foundation of an interesting and purposeful elevator speech. I’m Alice Anderson, a lawyer for non-profits. My company, Anderson • Who is my target market? NonProfit Strategies, based in the • What compelling statements can I make San Francisco Bay Area, specializes about myself? in helping non-profits keep their fund- raising legal. For more information • What’s my impact on my customers’ needs? e-mail me: alice@anpslaw.com” • Of the items above, which ones will resonate the most For a management consultant: with my target audience? “I keep your company out of Dilbert’s comic strip! I’m Alyson Abrams, a For further help writing a succinct and compelling elevator Silicon Valley management consultant specializing in change. If your company speech, consider your answers to the following questions; they is experiencing rapid growth or change may provide inspiration. I can offer experience and wisdom to • Why did you join/start your company? keep your employees happy and your profits in the black.” • What accomplishments are you most proud of? For an advertising executive: • What do you like most about your work? “Hi. I’m Ken Millman, and I don’t really care what you have to say. (Pauses to • Who are your mentors? gage reaction, and adapts accordingly.) • What events contributed to your desire to seek That’s why the mantra at my company, schooling and training in your chosen field? Spike Advertising, is ‘Be different or don’t bother.’ We help clients identify • What is the greatest/coolest thing you know or have and exploit marketing opportunities learned as a result of what you do? with meaningful messages that strike a responsive chord with the • Why is the world better off with your company? people that matter. Check us out at • Why is your company better off with you? spikeadvertising.com.” and clients navigate the complex Spike has helped a variety of ing Langrock elevator speech, includ political process of creating an ces in h twenty-five attorneys and offi Sperry & Wool — a law firm wit Extension, and the University of Vermont Middlebury and Burlington — ployees. zation with more than 100 em a statewide educational organi Want to know more? advertising.com) Contact Pat Sears (pat@spike tising.com) or Ken Millman (ken@ spikeadver at 802.951.1700. Spike Advertising Incorporated / 27 Kilburn Street / Burlington, VT / 802.951.1700 / spikeadvertising.com