Let's say you're at a conference, and someone steps in
the elevator with you, notices your nametag, and asks, "What
do you guys do?" Quick--what's your answer? You've got
just 15 seconds before the doors open so you'd better think
fast.
For most business owners, getting to the crux of what they
really do is the hardest, yet potentially most rewarding,
one-minute conversation they'll ever have. In that shortest of
time spans, potential customers, vendors and employees will make a
complete assessment of you and your company, deciding then and
there if your company, products or services are worth pursuing.
Why? Because it's all the time they have before the doors
open--so make it count.
When you're developing your 15-second spiel, there are two
traps you can easily fall into:
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Trap #1: The Laundry List
The most common of the two traps is to try and list every product
and service you provide. "We sell, service and maintenance new
and used industrial fittings for the diesel engine
aftermarket." The reply you'll get if you spit that out?
"Thanks! This is my floor... nice to meet you!"
Here's your solution: Like everything else in branding, your
15-second elevator speech should convey the essence of what you do,
not just be a descriptive phrase. It should stress the benefits of
what you provide, not the features. In marketing, they call this
"selling the sizzle, not the steak."
I once worked with Sacino's Formalwear in Florida, a company
that had been in the tuxedo rental business for three generations.
Upon closer examination, we determined that customers really
didn't want to rent heavy, expensive, snug-fitting clothing. In
other words, it wasn't about the cloth; it was what the cloth
did. The heart of their new 15-second speech? "We Make Men
Look Good!"
In short, you should look for the solution or benefits your
products and services provide and then figure out how you can sum
that up in two to three sentences. For Harbour House Crabs, another
customer of mine, their central theme went from selling seafood to
"Making any occasion a special occasion!" For Mark Mohr
at Joe Ricos, it went from selling coffee to creating a sanctuary
where you could "Escape the Ordinary."
Trap #2: The Sweeping Statement
Once you realize the laundry list approach doesn't work, you
may be tempted to simply summarize. This is great for the back of a
DVD, but it's not so good for getting new business. A typical
sweeping statement goes something likes this: "We're into
enterprise management software." The response? Unintentional
yawn. Look down at watch. Leave with a nice pleasantry.
Here's your solution: Add some pizzazz! While attending a
business conference in the Bahamas a few years back, I heard a very
dynamic speaker tell of her work in the philanthropic field,
setting up foundations and putting together partnerships. When I
ran into her later and asked her specifically what she did, she
simply smiled and replied, "I make magic happen."
I love magic.
You can bet I made sure to follow up and keep in touch with her
as she worked toward setting up peace schools in various nations.
Her work was varied, but her benefit was consistent: magic.
Make it a goal this week to develop a one- to two-sentence
statement that sums up the benefits of what your company offers.
Avoid dry, purely descriptive statements. Instead, go for the
"wow" factor.
What is it you do that your customers truly appreciate, demand
and are willing to pay top dollar to obtain? To help you figure
that out, think of the last customer you had that just raved about
your products or services. What specifically did you do for him or
her that really turned them on about your company?
Once you've figured it out, distill that information into
two or three simple sentences of pure marketing maple syrup, and
you'll have your 15-second elevator speech--as well as the
attention of a lot more customers!
Phil Davis founded and ran a full-service ad agency for over
17 years before launching his business naming and branding
consulting company in Asheville, North Carolina. His work can be
viewed at http://PureTungsten.com.