Your Self Promotion & Small Business Marketing Guide:
An Elevator Speech -
All an elevator speech should do is tell people what you do and for whom. Your elevator speech should have the general form, "I do (nature of service) for (ideal client) so that they can (benefit to the client)".
Spadework for Your Elevator Speech
An elevator speech is an indispensable tool for promoting your work. What is an elevator speech? It is a sentence or two that you can deliver in the space of an elevator ride that expresses the essence of your unique offer. Believe it or not, your elevator speech can be a lovely specimen from the garden that is your practice or business, a unique and authentic expression of the offer that you are.
This is the first step in creating such
Choose two words that you find especially evocative. Trust yourself and go with your instincts here. There are no wrong choices. Look up each word in a dictionary and a thesaurus, faithfully copying the definitions (all of them, even those that seem not to apply) and the synonyms. To go deeper, look up the roots of your words in an etymological dictionary.
Reflect upon these words, their meanings and associations, and write down what you notice. Was there a surprise in what you found? An "Aha!"? A dissonance? A resonance?
Keep your notes in your notebook where you can draw on them whenever you need to tell someone about your work.
Sound Track for Your Elevator Speech
Review your notes from the Spadework for Your Elevator Speech. What theme song would you like to have playing in the background when you use an elevator speech? Get a copy of this song and play it often while you work on your marketing.
Write an Elevator Speech
Drawing on (the work you have done thus far in the course) your spadework, write an elevator speech, a one- or two-sentence statement you can make in 15 seconds or less that introduces you and your unique offer.
Your elevator speech should have the general form, "I do (nature of service) for (ideal client) so that they can (benefit to the client)".
Here are two elevator speeches I use:
A good elevator speech will most likely evolve over days, weeks, or months. Start the evolutionary process by writing your first draft today. In other words, don't wait for the perfect elevator speech. Write an imperfect one, use it, and the perfect one will evolve in time.
Learn more about Authentic Promotion - a comprehensive small business marketing resource that turns marketing and self promotion into a path of increasing self-awareness, authenticity, and right livelihood. You can look forward to promoting your work. (It is possible.)
Self Promotion Index || Self Promotion, Small Business Marketing, and Your Business Values || Expand Your Vision of Your Small Business Marketing and Self Promotion Practices || Your Effective Self Promotional Marketing Tool - The Rule of Threes || Preparing Your Promotional Marketing Materials - Inventorying Your Unique Appeal || Preparing Your Promotional Marketing Materials - Inquiries || Elevator Speech || Self Promotion Resources: Websites and Books || Reprint Terms for Self Promotion Articles
Contact an acknowledged expert on self promotion Molly Gordon at:
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PO Box 195
Suquamish, WA 98392-0195
As a business coach and small business marketing consultant, Molly Gordon, MCC, is available in Greater Seattle Area and internationally
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Date Last Modified: 7/05/09