The Elevator Speech That You Whisper

There are people who believe that a great elevator speech needs to be delivered with enthusiasm. They would like everybody on the elevator to hear it and be moved. That is why many rehearse their elevator speech to deliver with passion an exciting answer to the question, “What do you do?”

In truth, the stirring performance that you rehearse for a traditional elevator speech might impress your spouse, and it might earn a ribbon at a Toastmasters meeting; yet, a compelling elevator speech – one that compels strangers to ask for your business card – is best spoken softly.

the traditional elevator speech
Here are good examples of the traditional elevator speech:

- Jeff says, “I work with people who want to accumulate wealth by investing in undervalued stocks.”
- Brenda says, “I help couples to furnish and decorate their new homes in a style that’s all their own.”
- Jeanette says, “I work with growing companies that need to find talented people so that they can continue growing and become more successful.”
Each of these elevator speech examples calls for impassioned delivery – with a smile, with zest. Because of that, Brenda could go on with examples of the exciting work she does as an interior designer and decorator.

The enthusiasm that makes a traditional elevator speech effective also requires self control to keep it brief. This is not the only challenge with a traditional elevator speech.

the question-answer trap
There are several basic problems with the traditional elevator speech. The first is to answer the question “What do you do?” succinctly. Like Brenda, many would like much longer than 30 seconds to describe themselves and their work.

The main problem, though, is that most people just don’t want to hear others talk about themselves – especially if it sounds rehearsed. Most people seldom ask, “What do you do?” Hence, many who develop a stimulating elevator speech seldom get to use it. There is a simple solution to these problems.

Don’t talk about yourself.
A Compelling Elevator Speech differs from a traditional elevator speech in one critical way: It’s not about you at all.

formula for a compelling elevator speech
A compelling elevator speech communicates:
1. Who you are (name with or without title or organization).
2. Three problems you solve described emotionally (e.g. fear, frustration, aggravation, worry).
3. That you solve such problems (positioning you as a rescuer).
4. A hook question. (e.g. “Is that important to you?”)

example of a compelling elevator speech
Jeannette would be wiser to say something like this: “You know, a lot of companies in this area are having quite a tough time finding good people to hire. Then, it can be frustrating to keep a good team together. Of course, letting people go can cause lost sleep, too. As a certified Human Resources Consultant, I help to make life easier for senior managers. Can you relate to that?” For greater impact, she should lower her voice as if she’s sharing something confidential.

why whisper
A compelling elevator speech is best delivered in hushed tones for two reasons:
1. You should whisper because a truly compelling elevator speech focuses on the problems you solve for people – described empathetically in emotional terms. It’s not polite to talk out loud about your clients’ head scratching or nail biting. Emotional empathy positions you as respectful and credible. Lowering your voice shows that.
2. People pay more attention when you whisper, especially in contrast when they expect you to announce grandly what you do and talk about yourself.

sample elevator speech
There are thousands of people toiling away on their elevator speech right now. They’re trying hard to describe their work briefly so that people will understand what sets them apart. They’re earnestly rehearsing in front of mirrors. They’re anxiously waiting for somebody to ask that trigger question, “What do you do?” As an elevator speech coach, I take away that pressure. Would that be meaningful to you?

If you want strangers to ask for your business card after 30 seconds, and you can accept that a compelling elevator speech is not about you, then use this formula, and say it with in a hush.

- Glenn R Harrington
Articulate Consultants Inc.
www.articulate.ca

Marketing Tip: Avoid Direct Competition

Coca-Cola and Pepsi-Cola have been engaged in direct competition for over 100 years, which is about 99 years too long. Originally marketed as health tonics, the two products are very similar, cost about the same, cater to the same market, and have never established any meaningful product differentiation. Such protracted, intense competition would be very, very costly to most businesses in most industries. There's a lesson in it for all of us, though.

prosper in peace
Direct competition is an unnecessarily difficult way to do business. The level of difficulty relates to the maturity of the market and the innovative capacity of the competitors. Yet, all markets mature and it's better to prosper in peace than to fight and starve.

fill a niche
To enjoy a more comfortable place in a competitive market, it is wise to identify and satisfy an under-served niche through differentiation from competitors. This way, you strive not to dominate the game but to dominate one particular aspect of the game - your own.

cheap like Cott
Even if your product was a knock-off of Coke or Pepsi, you could claim market share by selling it at a lower price. This way, you could attract the most price-conscious segment of the market through price-based positioning and avoid the Coke-Pepsi fight. This is how Cott has prospered in the cola market.

different like Jones
An alternative way to create a niche through differentiation is to create a strong brand image that attracts people to your product - even if the product is essentially the same as everybody else's. The Jones Soda Company does this. Its clear-glass bottles labelled with black-and white photos and overtly modest writing are a hit with the market segment that likes quirky originality.

position for profit
The principles of avoiding direct competition extend well beyond the convenient examples of niche marketing in the soft drink business. Every enterprise has its competitors, but intelligent market positioning can make an enormous difference in how fun and how profitable life can be. At Articulate Consultants Inc., we enjoy helping businesses achieve profitable positioning and have helped to create effective brands.

- Glenn R Harrington
Articulate Consultants Inc.
www.articulate.ca

Glenn R Harrington is the Principal Consultant of Articulate Consultants Inc. Since 1996 he has specialized in consulting on authentic key messages as the basis for effective marketing, brand management, and client loyalty.

Words Matter

Despite the high volume of e-mail and text messages circulating constantly, there is often no substitute for talking with people. Indeed, in many organizations, big decisions are made only after in-person conversations. Many career people take this seriously. Herein lies an opening for misjudgement - particularly for those mindful of the 7% rule.

present with sincere gusto
It is not uncommon to find a white-collar worker who believes that tone of voice and body language are underrated in effective speaking. Some polish their hand gestures and rehearse specific tones of voice because they believe that substance without style is weak. It's not just content, they say, but delivery. Seeking an edge, some even have the famous 7% rule memorized.

The 7% rule states:
• 55% of meaning comes from presentation.
• 38% of meaning comes from tone of voice.
• 7% of meaning comes from the words themselves.

Though practising this has brought confidence and success to some, there remain many people who pay more than 7% attention to the words others speak. Neither is a fringe group. However, only the latter has the backing of scientific research.

still misunderstood
In 1967, Dr. Albert Mehrabian and his UCLA colleagues concluded studies in communication that yielded an astonishing result: The words you use in speaking to others do not matter nearly as much as the tone of your voice or your body language. As the press picked up the story, the idea was extended: written words also take a back seat to presentation and tone.

good for shock value
According to Mehrabian and his team, the original studies were never well understood. They have always asserted that words matter very much. Perhaps they didn’t use the right presentation and tone, or perhaps the media were hunting for shock value.

single-word expressions only
The Mehrabian studies attempted to reveal the relative impact of facial expressions and tone on the understanding of spoken words. Subjects listened to recordings of a female voice saying single words (such as “maybe” and “honey”) in differing tones. They were also shown photos of female faces with differing facial expressions. The subjects were then asked to guess the emotions portrayed in each, and to link the recordings with the faces.

presentation and tone as guides
The results of the studies appeared in full in Mehrabian’s books, Silent Messages (Wadsworth, 1971) and Nonverbal Communications (Aldine Atherton, 1972). In both books, he clearly states that for inconsistent messages or incongruent communications, body language and tone are probably more reliable indicators of meaning than the words themselves.

There we have it. Presentation and tone are more reliable than words alone for interpretive guidance with single-word expressions. These are not general circumstances.

earn 93% on your first Chinese test
In a 1994 issue of Anchor Point, Dr. C.E. Johnson writes, “If these percentages were really valid, it would mean that learning foreign languages could be greatly abbreviated. After all, if the words only account for 7% of the meaning, we should all be able to go to any country in the world and simply by listening to tone and carefully observing body language, be able to accurately interpret 93% of their communications!”

tone mightier than a sword?
In a 1997 issue of The Toastmaster, J.E. Pearson asks, “Imagine if Nathan Hale had said, ‘Okay; I’m willing to die for my country,’ instead of ‘I regret that I have but one life to give for my country.’ Imagine Franklin Roosevelt saying, 'Don’t be afraid,’ instead of, ‘We have nothing to fear but fear itself.’"

Yes; tone of voice and body language matter very much - especially with single-word expressions. When speaking within a common language and culture, do not be fooled by the myth of the 7% rule. Words matter - probably much more than 7%.

- Glenn R Harrington
Articulate Consultants Inc.
www.articulate.ca