July 20, 2012 9 Comments
I was reading one of the typical articles about crafting your elevator speech – you know the one-minute summary of who you are, what you do, the features and benefits, etc.
I get the idea, but that’s about 50 seconds and 35 floors too long. People don’t have the headspace to absorb, process, and remember all that. And if they can’t remember it simply, how can they pass a referral along?
I remember talking to Shannon Whitley last year about the various creative programming projects he’s worked on, including all kinds of interfaces to other platforms. I blurted out, “Oh – so you’re the API Guy!”
That’s a very short compass of words, which can be uttered before the elevator door even closes. If you need help with anything to do with APIs, Shannon is THE go-to expert. Period. Memorable. Refer-able.
Let’s take a glance over at my tweetstream. There’s…C.C. Chapman. Now C.C. is a challenge, because he does so many different things well – all having to do with the use of media (all forms) in marketing. To my mind, he’s like a one-man marketing prism, a stained-glass window of media. But that doesn’t quite capture the consulting and expertise factor. The pushing-the-envelope stuff that’s always been part of his approach. Maybe he’s more of a Media Navigator. Have to think about that one more…
Then there’s my friend Sarah Morgan, who works in the pharma sphere (we were among the first pharma social media troublemakers), but that’s not what her blogging is about. Her Twitter bio states, “Bascially, I write.” – but that’s not really descriptive enough of Sarah. She writes heart-words.
Dan Rockwell (@LeadershipFreak) and I just exchanged messages. I could see him getting into an elevator with someone, and respond to the inevitable “What do you do?” question with three words: “I speak leader.”
These short, memorable expressions create images in the minds of others. They are meant to convey, not just information, but word pictures. You can spend thousands on advertising, but there is nothing as powerful as a well-chosen word picture.
That’s what will make you stick, when everyone else is forgotten.
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