All about THEM in 30 seconds or less

Now that you have completed Act 1, you have identified the setting, the protagonist (who should be your audience), the pain the protagonist is experiencing, the desired outcome and the solution to get there.  You have established the tone and focus of your message.  You have established an emotional connection with your audience.

Before discussing Act 2, I would like to highlight three opportunities Act 1 offers you in the day-to-day business routine.

1.    The Elevator Speech

An elevator speech is very important in business.  Why?  A good elevator speech offers you the ability to describe your prospect’s situation, desired outcome and your solution to get them there in a short 30 second speech.  So what, who cares?

Obviously the person who inquired about what you do or what you are doing wants to know in a very brief reply what you can do to help them out with their issues.  They are not looking for a 20 minute PowerPoint presentation or an hour long speech.  They want to know in a concise simple response what you can do for them.

So it is in your best interest to prepare a simple concise reply that will not only describe their setting, situation, pain and desired outcome, it also has to provide the solution, be engaging and memorable.  Act 1 provides all the structure and information you need for a dynamic elevator speech.

I have developed an elevator speech for my business with an added twist.  I have several variations on my main theme based on who I am speaking with.   I select the best theme that will resonate and engage the person I am speaking with.

For example, if I am speaking with someone in sales, my chosen elevator speech will have a theme around generating more sales through better presentations.  If I am speaking with an entrepreneur, the theme will be about getting known and more business through better presentation.  Depending on who I am speaking with, I try to select a theme that describes a pain that will resonate with them.  I can also vary the order of the five scenes to spice it up.

If you are climbing the corporate ladder and in passing your boss or his/her boss asks you how that project is going, a 30 second elevator speech update is a sure fire way to make you stand out and be memorable for the right reasons.  Act 1 forms the foundation for your dynamic elevator speech.

2.    Networking Info-mercial

There are numerous networking groups throughout the globe.  BNI (Business Network International) is one of the largest and better known networking groups.  I have visited several chapters in my area and have also been a BNI substitute when a member is unable to make it.  One of the BNI traditions practiced in every chapter (and also in networking groups other than BNI) is the “info-mercial” which is a 30 second brief on who you are, what you do and what you are looking for.

Each member of the chapter has a 30 second opportunity to say their info-mercial.  Quite often the members mention their name, their business, who or what type of company they are looking for and end it all with a cute little tag line.

When I substitute for BNI members, I use Act 1 and usually get an ovation for the performance.  It is definitely a way to stand out from the rest of the networking members and make your business more memorable.  Act 1 is a great 30 second info-mercial.

3.    Advertising Copy

When you start writing several Act 1 scenarios, you soon start to see a similar pattern in all advertising around you.  Listen to the radio or watch the TV commercials.  Listen to the story that is being told in 15 or 30 seconds.  Can you identify the five scenes?  Can you recognize how the scenes are varied to add a pizazz?

Even if you are firing off an e-mail to your established customer list, Act 1 can be a refreshing message for your customers to read.

The uses for your Act 1 reach much further than just being the introduction for your presentation.  Has anyone used such a format for networking, advertising copy or your elevator speech?  If you have, share with us your experiences.

Hang in there, this is going to be a journey.

M.J.

Tags: communication, Corporate Presentations, Elevator Speech, Info-mercial, Networking, presenting, public speaking, story telling