October 10

How to Be Memorable or Be Forgotten!


What is your elevator speech or the pitch to others that demonstrates your company’s value? Recently on my  blog, I shared a video that details the importance of understanding your customer avatar or identifying who your “ideal client” is before doing anything else in your business. The premise is that if you don’t exhaustively identify who you want to serve, then it will be hard to clearly identify what value you will bring to the business relationship. Once you have your customer avatar, now it’s time to craft your pitch or elevator speech…lets take a closer look.
Dr. Jason Carthen: Memorable

Anatomy of the Elevator Speech

An elevator story is a concise, persuasive speech that you use to generate interest in what your organization does. Your story should be no longer than 30 seconds—the time of a short elevator ride. Communications research has shown that this is generally the maximum amount of time that someone will give you their attention in an initial encounter.  The speech should be compelling enough to create interest in an idea, product, or yourself… the goal is to make them resonate with how you will add value, not what you can do! The greatest benefit from developing an effective elevator speech is making your idea more memorable.   

Prepare in Advance 

If you have thought through your speech ahead of time, you will be prepared to grab the attention of your audience, however be smart and look for visual cues. If your speech engages the listener, you can continue with your conversation.  If not, your opportunity is likely missed, so don’t push it. 

[bctt tweet=”Once you have your customer avatar, now it’s time to craft your pitch or elevator speech.” username=”JasonCarthen”]

Four Steps to Craft Your Speech

In a recent careers article, the case is made that a few key elements must be present for an effective elevator speech to take place. Here are four key things to also remember when crafting your elevator pitch:

1. Identify your goal.

2. Explain how what you do has added value to others.

3. Engage the listener with a question.

4. Summarize, but with vivid examples.

At the end of the day and as a rule of thumb, your elevator story should be interesting, memorable, and succinct.  It also needs to explain what makes you or your organization or product truly valuable while standing out from the crowd.

Point of Clarity Quote:

Carve your name on hearts, not tombstones. A legacy is etched into the minds of others and the stories they share about you.”

― Shannon L. Alder





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