by Charlie Cook
©2007 In Mind Communications, LLC, all rights reserved.

You're in the elevator and your friend John introduces you to Barbara
who is the CEO of one of the companies you'd like to do business with. Barbara asks, "What do you do?"

Here is your chance to make a connection with a prime member of your target market. You want to get her attention, make a positive
impression and get her interested enough to continue the conversation. You've got about fifteen seconds to do this.

Do you have an elevator speech?

Whether you are in the elevator, or on the phone, the way you start
the conversation will determine whether or not it will continue. You
could tell anyone what you do if you had half an hour, but with fifteen
seconds you're likely to simply label yourself, as most people do.

Labels don't tell us much. Imagine you told Barbara, in the elevator,
that you are a coach or a consultant. Are you talking about working
with high school kids, senior managers, or actors? Few job labels tell
your audience who you work with. Most labels are not only vague
but don't help to prompt the conversation to continue.

You could be more specific and tell your prospect you are a tax
accountant or an automation specialist. That gives people some
idea of what you do, but still doesn't explain why your prospect should care.

Instead of using a label, you could tell your prospect how you do your work, the processes you use. You might say, "We analyze light manufacturing companies to identify areas where the addition of a programmable logic controller could boost throughput." If she
understands what you are talking about, you still haven't given her
a reason to contact you.

Whether you are an executive coach, lawyer, accountant, or
automation specialist, when you start talking about the processes
you use eyes glaze over and minds shut down. While you may have
developed processes that no one else uses, prospects don't car
about the process, at least not initially.

One of the most common mistakes people make is assuming their
message should be about themselves. If you are in business to
provide services and products to clients and customers, your marketing message should be about their needs and wants. Here's the difference:

• "I'm a marketing coach." (It's about me, and who really cares?)
• "I help independent professionals attract more clients and make
more money." (It's about what I do for others and should prompt
the question, "How do you do that?")

Your prospects' primary concern isn't you. They want to know what
you can do for them and how you can help them profit, financially, physically or emotionally. They want to know if you can solve a
problem for them.

To get attention with a short sentence about the problems you
solve, you might tell Barbara you "help reduce manufacturing
operating costs and increase profits". Cost containment is a continual problem for any CEO and should pique her interest and prompt follow
up.

Stop shutting the door to new business with your business marketing message. When people ask you what you do, avoid using a label or a discussion of process. Instead, quickly clarify who you help and what
type of problems you solve. One sentence should do the job.

Talking about what you do in a new way takes a little getting used to.
The first couple of times you stop yourself from saying, "I'm an
executive coach or consultant" and replace it with a marketing message
or elevator speech that describes how you actually help clients, it
will feel awkward. Keep using and fine tuning your small business marketing message and soon it will not only give prospects a clear idea
of what you do but you'll be comfortable using it.

Once you have a 15 second marketing message that works you can
use it in the elevator, in the airport, on the phone, and at parties and
watch your business grow.

You'll be more successful with a brilliant marketing message and
elevator speech. You'll be able to quickly help people understand
how you can help them so they'll buy from you.

The author, Charlie Cook, helps small business owners and marketing professionals attract more clients, whether you are marketing in print,
in person or online. Sign up for the Free Marketing eBook, '7 Steps
to get more clients and grow your business', full of practical marketing
strategies you can use to increase profits at
www.MarketingForSuccess.com