Have your personal commercial ready

August 1, 2007
TIP OF THE WEEK

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In the seconds it takes to ride in an elevator, can you describe exactly what you do and why you are the best person or company for the job? An “elevator speech,” as it is sometimes called, must captivate the listener’s attention and inspire them to want to know more about you. A persuasive “elevator speech” will be brief, approximately 30 to 45 seconds. The speech must be sincere, easy to remember, and easily repeatable by the listener. The speech should also stimulate an emotional response by offering a benefit or solution to some relevant problem. The overall idea of an “elevator speech” is to generate an attraction to you so that you will be asked to further explain what you do.

In a seminar I gave recently, Robert was asked what he does for a living. Robert had this to say about his business, “I can be your best friend or I can be your worst enemy.” Everyone’s attention was instantly on Robert. Robert is a private investigator, focusing on divorce cases. Regardless of which spouse Robert represents, his description of his business is very accurate and interesting.

WDweekly's Marketing Tip of the Week is prepared by Paul Montelongo, a nationally recognized speaker, author, syndicated columnist and entrepreneurial consultant based in San Antonio, TX. He has built two multi-million dollar construction companies and authored several books about marketing strategies for construction and related industries. More information about his services is available at www.paulmontelongo.com, and he has a Web site geared specifically toward the construction industry at www.contractorofchoice.com.