View Full Version : What is your 30 second "elevator" marketing-pitch?
You've just met a new business acquaintance. You have his/her attention for probably only a few minutes. You have a chance to market your business. What is your 30 second "infomercial" like?
I like to say what I do, who normally do it with, why I am different than all the others and what would be a good referral for me. What is your infomercial like?
morestar
04-20-2011, 11:18 AM
I just tell them "I'm Canada's TOP SEO in the web industry" to see their response.
If they know what an SEO is, I ask how their rankings are doing and take it from there.
If they don't I explain I get websites ranked in the search engines 'for the keywords people are searching for in their industry, on Google" (that sums it up easily for them to understand), ask them for their contact information with a definite "We'll talk" and sometimes in both cases, based on the outcome of my infomercial, I'll email them with an analysis of their website and a rankings report on the generic/related key-terms I can find on their site, a list of errors related to coding, rich-snippets and the OpenGraph, broken links and so forth - a legitimate and decent reeling in.
With that said, thankfully I'm not out in the field at the moment although a few day trips would be fun!
;)
I know what you mean. Its probably the most crutial 30 seconds when making an introduction. Especially at networking events when you have only a limited amount of time to meet as many people as possible!
You should get out more - the snow has finally melted! ;)
morestar
04-20-2011, 12:42 PM
I know what you mean. Its probably the most crutial 30 seconds when making an introduction. Especially at networking events when you have only a limited amount of time to meet as many people as possible!
You should get out more - the snow has finally melted! ;)
Ya I think my infomercial would be presented differently at a networking event and such, and by the way, I believe everything depends on the circumstances you're in. I'm not sure I'd get away with boasting such a title if I were to be meeting with the head of the Web Department for Nike Canada or the like and I don't believe they would need a ranking report either.
;)
DonOmite
04-20-2011, 12:56 PM
It depends. IF it is with other people in the industry I say one thing while with "no-nothing" potential customers, I say something else. The approach is different as all salespeople know it should be. Of course in my line of work I have people coming to me and I just have to convince them they are making the right decision and they want to part with more money. I fix what others messed up and usually the potential customer is hesitant to throw more money at the problem.
claybutler
04-20-2011, 12:59 PM
The only time I "pitch" is when it's mutual ( like in the "so what do you do?" moment during a conversation), when it's expected as in a business mixer, or when it comes up naturally in a conversation (like when a couple of people are talking about a specif subject in which I'm knowledgeable)
Otherwise I don't talk about what I do. I think leading with what you do when talking to people is tacky except in specific situations. Myself, I don't trust self promoters.
But when someone asks I say:
"I help people get rich by developing strong marketable brands. My specialty is product launches. I'm usually handling the package design, the pop displays, sellsheets, tradeshow materials and their web presence. Basically I make sure everything is cohesive and differentiates themselves from their competitors."
Or something like that. I mix it up depending on my mood, and who I'm talking too. Sometimes I just say graphic designer because everyone knows what that is.
morestar
04-20-2011, 01:02 PM
Myself, I don't trust self promoters.
See this is a trend that I've seen develop in a lot of places especially when it comes to SEO.
A Web or Graphic designer doesn't have a problem self promoting, neither does a mechanic or a dentist.
What we do isn't a secret and boasting of our skills or simply telling them how good we are at the game is an important part of any business.
You can either go to the mechanic down the street or stay with me - why? cause I'll do the job right and for the right price.
No offence at all Clay to what you're saying, just some perspectives based on what I'm seeing in these parts...
You are correct; each "occasion" may be different. I'm a regular attendee of a weekly closed door event style networking with 20 or so people. There are some very large events I try to attend as well, a couple of times per year when I can get away from my kids hockey for one evening.
My 30 seconds will be different than yours which will be different that someone elses. The key is to get the main points out - including a "memory hook" if you happen to have one.
One question that comes up from time to time during Networking workshops is "what do you want to get out of any networking event". Some say 100 business cards, some say a contract (ya, right!) contact as many people as you can (which is partly right), but it's more about coming away with 5-6 really good prospects business cards where the "giver" of each card has agreed to a casual meeting in the next week or two. That’s where you get your 10 minute speech ready, all the stats why they should use you etc. And I could not agree more with that strategy.
morestar
04-20-2011, 01:11 PM
The key is to get the main points out - including a "memory hook" if you happen to have one.
In 30 seconds, this probably couldn't be stressed too much...I second putting together a memory hook - which could be akin to branding as well...
claybutler
04-20-2011, 01:26 PM
No offence at all Clay to what you're saying, just some perspectives based on what I'm seeing in these parts...
No offense taken. I'm also probably not the best judge on this anyway as I'm an introvert and the bulk of my daily interactions are with clients, potential clients, and surfers.
With clients there is no need to pitch. With potential clients I just talk to them about their project and freely give them advice untill they realize on their own that I'm the best guy for their project. I let the clients close the deal most of the time. And with surfers, well no one cares. All that matters is how you handle yourself in the water. You could be the governor or an A-list star and it will mean nothing in the lineup. In fact, it may work against you if there's any perception that you expect special treatment.
But back to the self-promoting issue. The reason I get suspicious around self promoters is that experience has taught me they are often not able to back up the hype. As for SEO, I'm not sure what you can do about it. Personally I like your ballsy lead. It could work really well in the right circumstances - especially in front of people that could use your services. But in a group of SEO folks, or in the industry itself, it's something everyone says so I think it would have zero or perhaps negative effect.
morestar
04-20-2011, 01:38 PM
With clients there is no need to pitch. With potential clients I just talk to them about their project and freely give them advice untill they realize on their own that I'm the best guy for their project
My mother taught me to be this way as well, let them say it about it, whatever it is they're saying as long as it's the truth...
The reason I get suspicious around self promoters is that experience has taught me they are often not able to back up the hype.
I understand and am very suspicious around these types too - especially in business social events. Outside busienss events, I rarely tell people what I do, unless asked. My focal point about the short infomercial was with respect to being in a "business mixer" event. Usually I ask what the other person does first, assess quickly the business potential and then after I've done my little spiel, their card either goes in my left pocket or right. Right side are keepers that I've set up a casual appointment with.
I know a guy in the autobody/paint business. The guy really does a great job as I've used his services more than once. His memory hook was.."you bend'em, we mend'em". I first heard that hook about 10 years ago and still remember and put a face to the hook and business as well. :)
dburdon
04-21-2011, 04:13 AM
I put our elevator pitch on the back of our business cards. 27 words long, it has stood the test of 7 years of working in SEO and PPC management.
almer
04-21-2011, 04:32 AM
Good one, it makes me curious to what it is.
And if the pitch was delivered properly, they will read it back and remember you.
I like this idea a lot.
The bad thing about pitches is that they sound like, well, pitches.
I work a lot with actors and the hardest part is to deliver a line without it sounding like something you said before.
Like those call-centre people who read you a script they don't believe in anymore.
Cheers,
nickoran
04-21-2011, 11:55 AM
ok, not totally related but whenever I meet someone at a bar etc. im a little bored of the conversation going:
me: Im an SEO consultant
them: huh?
me: I optimise websites
them: oh errr?
me: you know, build websites and stuff?
them: oh you design websites!?
me: yes I design websites! ARRRRRRGGGGG!
about the only thing I dont do is the design on a website! tut
perhaps because I hang around with a bunch of surfers I wouldnt really expect people to know what I do, but ffs, for once can someone know what an SEO is!!!???!
Dcrux
04-23-2011, 11:15 AM
With clients there is no need to pitch.
Yes. And for the same reason you find your car key in the last place you look.
One might do better in pitching potential clients. And certainly you would be doing better if you found some way where they ask what you do, which is the opening for an elevator pitch. You're talking about it like you've got them trapped, and now you're going to spam them; verbally.
What nonsense. First off, if you're talking - uninterupted - for a full thirty seconds, you can bet your victim is about to claw at the walls of that elevator to escape.
Your SUCCESSFUL elevator pitch has two parts. First part is knowing when to use it, and in finding opportunities to get people to ask "What do you do?" That is not the opening for a thirty second commercial. That is something your short reply must get someone to say "That's interesting ...how do you do that?"
Then you have permission to talk for a few seconds more.
It's an elevator conversation. Not verbal spam. Otherwise you come off talking about yourself ...to yourself, like a street person with a mental disorder.
And everybody knows that sort of self-obsessed "let me show you my vacation slides" talk is for making people flee your website.
Yes. Your SUCCESSFUL elevator pitch has two parts. First part is knowing when to use it, and in finding opportunities to get people to ask "What do you do?" That is not the opening for a thirty second commercial. That is something your short reply must get someone to say "That's interesting ...how do you do that?"
Absolutely. I was referring to a business mixer that everyone expects this sort of thing. In my experience, once you meet someone at a mixer, they expect to hear a short spiel on what you do. They also expect to get the same chance to tell you what they do. If you happen to be long-winded, the person you just met might certainly lose interest. Having said that, if they feel they have an opportunity to do business with you, they might put up with it. If not, they will likely interrupt you, shake hands, and move on.
The "30 second elevator speech" is a metaphor of sorts. Your quick spiel might only need be 10 seconds long. In fact, if you do this sort of thing a lot, you probably will get good at "reading" the other person, so you will know in 8-10 seconds if you are boring them or if they are generally interested. IMO
Innomax
04-25-2011, 01:32 PM
ok, not totally related but whenever I meet someone at a bar etc. im a little bored of the conversation going:
me: Im an SEO consultant
them: huh?
me: I optimise websites
them: oh errr?
me: you know, build websites and stuff?
them: oh you design websites!?
me: yes I design websites! ARRRRRRGGGGG!
about the only thing I dont do is the design on a website! tut
perhaps because I hang around with a bunch of surfers I wouldnt really expect people to know what I do, but ffs, for once can someone know what an SEO is!!!???!
hey,sounds very familiar to me as well :-)