Why I Don’t Buy the One-Minute Elevator Speech
August 6, 2012 18 Comments
I’m afraid I am a heretic of business communication. I don’t buy into the one-minute elevator pitch.
Actually, I’m totally into the idea of a compact presentation of one’s self and one’s business. I just have three issues with the one-minute elevator pitch:
- The one-minute
- The elevator ride
- The pitch
It’s too many words, for too long, and it’s trying to accomplish too much.
For your opener, I believe in the the Fifteen-Second Memory Dart – a single phrase with a vivid image that can be delivered before the elevator door closes.
Here’s an example:
Q: “Good to meet you, Michele Price. What is it you do?”
A: “I’m the Digital Media Splash Agent – I employ my on-line platform to amplify my clients’ promotional efforts during product launches and trade shows, so they can impact a much larger audience.”
BOOM! Vivid imagery. Concise explanation. Clear offering. One sentence summary; no forgettable monologue. Dart, meet bullseye. And, it certainly helps to have a reinforcing visual.
- It makes you immediately memorable. You’re leaving an image behind via an effective word picture.
- It very quickly establishes if there is a potential area of need (not only with that individual, but with someone they might know).
- It opens the door to say more by invitation, at which time you can take 30-60 seconds to tell a condensed story.
I have a lot of common perspectives with Chris Westfall, who is positioned as the (NEW) elevator pitch guy. But I think introduction-by-pitch is one step premature. In the first 15 seconds, we need to capture attention, be memorable, and provoke an invitation to tell the story. That’s what a memory dart does.
I will warn you – it sounds easy, but creating your memory dart one of the hardest communications challenges you’ll ever face. Distilling purpose/offering/message to one sentence and wrapping it into an image or analogy takes tremendous creativity and hard work. But since this is your first foot forward in every professional introduction, where your goal is to cut through the fog and be remembered – nothing else is more important.
Are you Memorable? Hire Steve Woodruff for Clarity Therapy!
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