When attending a Chamber of Commerce breakfast networking
get-together, I'm always perplexed by the lack of thought and
preparation many business owners display when giving a 60-second
overview of their business. These people have spent enormous
amounts of time, money, and energy on their businesses. Yet,
when asked to give a quick synopsis, they fumble for the right
words, they ramble, they go off on a tangent, the information
is disjointed, or the words are boring and seemingly unimportant.
Their performance creates a very poor representation of what is
otherwise a very good business. Listeners have forgotten the
pitch before it's even over!
Some people have a natural gift for speaking well
extemporaneously, and they manage the process with great
self-control. But, for the other 80% to 90%, it's a different
story. They muff important opportunities over and over in many
daily situations. They frequently miss the chance to make
valuable business connections or to develop brand new prospects
and customers.
Very few business people make the effort to script out a
compelling 60-Second Elevator Script (60 seconds is the time you
have to meet someone new in an elevator!) that's committed to
memory and is able to be delivered at a moment's notice.
However, it's so simple to do, and it's one of the most
effective marketing tactics you can employ.
Everyone knows the importance of first impressions during the
first few seconds of meeting someone new - - - whether it's how
you dress, the sound of your voice, or the words you use. A
concise, well-stated business pitch costs you absolutely nothing
to develop, except for a little time, some thought, and, of
course, memorization.
I use a simple four-step process when scripting these pitches
for clients:
1. Interrupt
2. Engage
3. Educate
4. Offer.
Begin with a sentence or two that achieves the same result as a headline in a good ad. It attracts attention because it Interrupts the listener with information that has emotional meaning, usually something that deals with problems, frustrations, and annoyances of your target market.
Follow on with another sentence that Engages the listener by offering a promise of upcoming information that is important and relevant.
Next, give a quick overview that Educates your listener about exactly what you do that's unique compared to industry competitors. You could even include a brief example. Keynote the things that differentiate your business.
Finally, conclude with a sentence or two that Offers the listener the chance to obtain more information. The offer should be risk-free and uncomplicated.
Craft and refine your 60-second elevator pitch (realistically
1 to 2 minutes). Get everyone in your company to memorize it as
a condition of employment. (You can even provide small
incentives to pass the test.) You and your staff will then be
able to give the prefect presentation of your business whenever
the time is right: at a business meeting, in front of prospects,
on an airplane, at a trade show, as an on-hold phone message, at
a party. It's a great conversation starter. When it becomes
your universally used marketing tool, you'll have a coordinated
staff that's totally at ease with the topic, and the perception
of your business by everyone outside your company will soar to
new heights!
Good luck with your marketing efforts.
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If you would like a FREE 60 Second Script Template that you can
begin using immediately for your company, simply email your
request to: 60SecScript.
About The Author:
Marc Gamble, the author, teaches business owners, entrepreneurs,
and professionals how to acheive bigger, bottom line results
from their advertising & marketing efforts without spending more
time, effort, or money. Learn marketing strategies and tactics
to separate yourself from your competition and become the
obvious choice to do business with. To learn more about how to
improve your own Marketing Efforts and Achieve Better Results,
visit: http://www.MYMOnDemand.com/vpc1_mgnm
Email: mgamble@mymondemand.com
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