Believe it or not, a common mistake made with elevator speeches is forgetting to say what our product or service is -clearly. We also forget to say how we’re relevant to the buyers or key stakeholders who should be concerned with our brand. We don’t tell the person who’s listening why they should care!
An elevator speech has impact when it is relevant. If I am looking for a mechanic, then telling me you are a successful doctor is not important to me. Likewise, if I am looking for a mechanic and you tell me what kind of auto repairs you do and how you work with customers (and I like what I hear!) then you become the focus of my attention! Whether you are introducing yourself at a business event, cocktail party or at a presentation to a potential client, an elevator speech has impact when it is:
Authentic and genuine. Speak from the heart.
Relevant. Speak to me as an individual. How does your work affect others? Why should I care?
Descriptive. Tell me what it is you do and how you do it differently.
Concise. Keep it short and sweet. Make me want to learn more!
Describe what you do in your speech, then describe how you do it. Do not repeat your job description, or the title you hold, or the number of years you’ve been in the job unless it makes you unique. Focus on what is it you do differently than your competitors. If you have a niche, tell me about it. The goal is to entice the listener to want to know more.