I was having a conversation with some attorneys last week about how to craft an effective “Elevator Speech”. The anecdotal fear of Public Speaking doesn’t seem limited to oratory before large groups. For some people, the Elevator Speech is a prime example that even small audiences (of one or more) can be a communications challenge when business is at stake and it’s up close and personal.

But IF YOU own a business…sell your services…market products…or are accountable for creating more business for your employers, this simple little conversation is arguably the most important way of letting people know what you’re really up to and creating a business opportunity…complete with words, emotions and body language…in Living Color! It is a way to BOTH express who you are (not merely “what you do”) and to create a memorable and authentic conversation by engaging with the other person.

It usually begins with the question, “What do you do?” Robert Middleton of Action Plan Marketing (www.actionplan.com) says “[Usually] people make the mistake of answering that question. We give people the “do” instead of something else that would really get attention.”

Middleton isn’t suggesting that we avoid a direct answer. Rather he suggests that we provide a richer answer by following a “Marketing Syntax” — or a particular set of rules by which a response to that question is most effective and memorable.

He declares that The First part of the Marketing Syntax when someone asks, “What do you do?” is to describe your ideal Clients. “Here’s who I work with… Here are my ideal clients…”

The Second part is a description of Client’s problem, challenge or concern. “These are the problems, challenges and concerns that they deal with.”

The Third part is a description of the ultimate outcome that you offer your Clients. “Here’s the outcome, result or solution I provide.”

Finally, the Fourth and final part of the Marketing Syntax is a short story or case study. When your prospect wants to know more, he or she may ask for more information or “How do you do that?” You reply with a short story – just enough to answer the question but clearly demonstrating the impact you created for the Client. “Here’s a story of a Client I worked with and the results we got…”

So, to recap, the Four elements of Marketing Syntax are: Target — Problem — Outcome — Story. “We work with these kind of clients, with these kinds of problems and create these kinds of solutions.” and “Since you asked, I’ll tell you quick story about that.”

Two more things: First, and this is critically important, you must remember that your prospect is listening to you from THEIR point of view. You need to maximize the chances that you “hit the mark” by speaking from a place of “What’s in this conversation FOR THEM?”

And finally, the Elevator Speech requires thought, planning and practice. One must create it as a new habit. By doing that, it is much easier to “stay with” the other person, than to be “in your own head” trying to think your way through it when you have just met someone new. You don’t want to do anything that will take away from “relatedness”. But with planning and practice, it can become second nature.

Here’s wishing you the best in casting a wider BizDev net with your new Elevator Speech. I encourage you to try it this week! If you want some help with it, click here to see my contact information.