That Critical Elevator Speech

I was invited to attend a meeting yesterday with a group of people who belong to a nonprofit organization committed to the education of Utah's low income children. They are in the process of deciding where the investment of their energy and money will reap the greatest dividends.

As I participated in the meeting I was asked to name my top three priorities. This request along with a request to tell them in a short one minute speech what needed to happen, I was reminded how important it is to have an "elevator speech" that is ready to be articulated at a moment's notice.

An effective elevator speech is no more than 90 words long that can describe and sell an idea in 30 seconds are less-- it's a concise, carefully planned, and well-practiced description about the cause that my mother would be able to understand in the time it would take to ride up an elevator.

The fact that it is short in no way means it doesn't take a lot of thought and preparation. To be well crafted the following seven steps in the speech preparation could be helpful.

STEP ONE: Know your audience.
STEP TWO: Know the cause--Define precisely what is being offered, what problems are being solved and what benefits will come to the listener.
STEP THREE: Outline the speech--Use bullet points to describe step two
STEP FOUR: Finalize the speech--Write a sentence about each bullet point. Then tie all the sentences together adding additional phrases to make them flow, changing any long words or jargon into everyday language and cutting out unnecessary words until the final speech is no more than 90 words long.
STEP FIVE: Refine the speech--Decide on a "hook" to open the speech--a statement or question that will pique the interest of the listener and create a desire to hear more.
STEP SIX: Be passionate about the speech
STEP SEVEN: Make a request--At the end of the speech, ask for something.

A well crafted elevator speech is as important, if not more important, than a business card. In fact, it could be beneficial to have the elevator speech printed on the back of the business card.