If you have ever searched for a job, you have probably been advised to create and perfect your elevator speech. In other words, know how to describe who you are and your expertise in a few simple sentences. That way, if you ever run into someone who can advance your career, (the idea is you'll meet this person on an elevator) you'll be able to explain what you can offer the company in a quick and memorable manner.
When marketing a product, it's equally important to be able to summarize. It’s imperative that you describe your product without boring your target audience; thus, losing any hope that they'll purchase it.
Read on to learn how to capture their attention and/or effectively relay your information to a potential customer.
1. Make a billboard
Words on a billboard have to be simple and to the point to ensure the message is absorbed by target consumers zooming by at 60 miles per hour. Create your elevator speech as if it's going to be printed on a billboard with mere seconds to capture your target’s attention.
Then, think of something memorable that will help a person recall the product at a later date. This can be done by comparing the product to that of a famous brand or inventor.
(e.g. if you were promoting a book you might say; "written in the style of Harry Potter books or as terrifying as a Stephen King novel")
(e.g. your unique expertise in a certain area that's rarely been broached by another employee)
Be sure not to dwell on the memorable piece. It should be a hook in order to entice your potential customer to learn more, just like an advertising slogan. Make sure this part of your description doesn't give anything away and is no longer than two sentences. Ideally, the person you’re talking to will be so intrigued that they'll want to buy your product right away.
2. Cut the fat
If you're still having trouble after trying to write your elevator speech like a billboard ad, make sure that you're leaving out all auxiliary parts of the product. Leave out everything that isn't essential to the most basic part of your work.
Narrow it down to something like:
"Product X saves valuable time and time is money."
"Entrepreneurs will become more efficient in greener marketing."
Specifics are not important in your elevator speech and will make your product less memorable to the person you're talking to. Useless information and minute details will only make them tune you out. You want to excite, not bore, your potential customer. Sure, your short description may not be all your product has to offer, but it's enough to let the person you're talking to judge whether or not the product's right for them and, hopefully, spark their interest enough to purchase.
3. Be enthusiastic
When you're giving your elevator speech to someone who may be interested in your product, make sure you're excited and confident in your convictions. No one will be enthused to buy into a product if the seller lacks visible interest in it. Use colorful terms when talking about your product and answer questions succinctly and happily. Don't over promise, but make sure that you convey that you are proud of your product and believe consumers will enjoy it.