Much has been written about the need for an elevator speech—yet as one of the most indispensable business tools, it remains among the most poorly executed. In part, this is because "speech" is definitely inappropriate, as is any notion that it's a self-description designed to "sell" in response to the customary question: "what do you do?"
It's not.
An audio signature is a compelling, interesting statement which should be customized to engage the interest of the listener. If you know the four most important aspects of your audio signature, you'll find it works harder to achieve your objectives.
1. Content
- All good speeches begin with notes. Talking about oneself requires the ability to be authentic, to know your distinguishing brand attributes, and then to use language that tells that story. Sit down and create that list—what you are, and what you're not.
- Memorable stories are unique. If you can plug in someone else's name into your soliloquy, you aren't using the right words.
- That being said, an audio signature is a "less is more" proposition. Brevity is essential for success. Before you think you've got ten minutes to talk, remember how this term got its name—a short elevator ride between two floors to make a first impression and to open a door. Anything longer than 25 words is too long.
2. Relevance
- Know your audience. If you're talking to a pharmaceutical executive and you're a software patent attorney with vendor clients to this industry, this is your opportunity to go beyond, "I'm an attorney" which is a closed statement. Connect your story back to that of the listener—"I provide intellectual property solutions to your industry. I'm sure we know some of the same people," or "you probably know our work."
- Study your potential audience in advance. Conferences and meetings usually have pre-registration lists that you can get...
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