1. 30 Second Elevator Speech

2. 30 Second Elevator Speech The Brain Dump
 Get to a quiet place where you will have NO interruptions for 2-3 hours. Turn off your cell phone and make sure no one will come in to bother you. Start writing down ideas. Don’t think about making sense. Right now you are warming up your mental generator and generating raw material. These questions will help get you started.

3. 30 Second Elevator Speech The Brain Dump
Think about your business. What Words or Short Phrases Are Brought to Your Mind?
 Choose the 2 Most Descriptive Words.
  Reflect upon these words, their meanings and associations, and write down what you notice. This is from your own thought process. What do they mean to you?
  Now, use other sources. Look them up in a Thesaurus.com. What are their Definitions, Synonyms, and Associated Words ?
 Write Sentences using them.

4. 30 Second Elevator Speech The Brain Dump
What Images Come Into Your Mind when you think about these words (mental pictures)?
Describe the Images in detail. (Colors, placement of things, details, scenes if they are like a movie)
 What Thoughts or Emotions Do You Have as you think about these words (hope, trust, satisfaction, fear, sadness, etc)?
Take each thought or feeling and describe them and why they make you feel like that. Is it something related to childhood, college, a good memory, a bad memory, a family memory, etc. This will help you develop stories.
What Questions do the thoughts or feelings generate?

5. 30 Second Elevator Speech The Clean Up
What can I remove to make this simpler
 What jargon is being used that I can reduce to simpler terms
 What words aren’t necessary
 What stories or words can I use to Paint a picture my listener will remember
 What can I do to use as little words as possible
 What clutter needs to be deleted
 What stories or anecdotes help enforce my points
 How can I quickly illustrate the benefits
 Where can I remove terms and references to the process
 Have I used any labels I need to remove (company name, profession)
 How can I make sure it can be understood by grandparents, spouses, and children

6. 30 Second Elevator Speech The Clean Up
 How can get to the point quickest
 How can I make it more concise
How can I make it more clear
List the benefits -not the features!!! – A seatbelt is a feature; a safety device so that your loved ones and children are protected is a benefit.
 If I ask you what time it is, don't tell me how the watch works
 Group or prioritize the benefits to identify the single benefit that is the most compelling reason for the customer to buy the product, service, or concept
 Define your audience
 Define your objective
 Define your desired image or style
 Define your key message
 Develop the story

7. 30 Second Elevator Speech Putting It together
Nobody cares about your company; they care about people
 KISS- Keep it short and simple
 Make sure you are telling your story in plain language
 Remember that most people have stereotypical images of various professions. To avoid being labeled with stereotypical perceptions, do not put labels in your Elevator Speech. Another label to avoid is the name of your company.
 Remove jargon from your Elevator Speech. Check to see that you are using simple, conversational words. Simplicity is the key. Everyone needs to understand what you're saying in layman's terms.
 Get to the point. It’s not everything your business does just enough to wet the appetite.

8. 30 Second Elevator Speech Putting It together
Start an outline of your material using bullet points
 You don’t need to add any detail at this stage
 Simply write a few notes to help remind you of what you really want to say
 Take each note you make and write a sentence about it then connect them together with additional phrases to make them flow.
 Go through what you have written and change any long words or jargon into everyday language.
 Go back through the re-written material and cut out unnecessary words.
 Boil it down to the essentials: WHAT you do, WHOM you serve, the BENEFIT(S) your clients reap
 Try Different Audience Approaches College kid vs. grandparent

9. 30 Second Elevator Speech Putting It together
Reduce your message to a couple key notes in your head
 Pretend you have to explain what you do to a fifth-grade elementary class.
 What is the single best statement that will lead me to what I want?
 Can I comfortably build a case around this statement?
 Develop your message one segment at a time
 Try to make it memorable using humor or nicknames

10. 30 Second Elevator Speech The Hook
What grabs my attention?
 What is my objective?
 What excites me about the subject?
 What is my subjects primary concern or pain?
 What scenes do I want my listener to see in their mind?
 What is the single benefit that will be most compelling to my listener?
 What is the most humorous part?
 Does the hook lead to my objective?
 Does the hook relate to my listener?
 Is it better as a statement or a question?
 Do I have an anecdote or personal experience that will work?

11. 30 Second Elevator Speech Sample
I’m Paul Baxter, I help guide and take away the nervousness for people who want to get a new home. I still remember how confusing it was trying to figure out what was going on when I bought my first home. The Loan Officer never called me and was down right difficult to get on the phone. My realtor didn’t have any better luck figuring out what was happening than I did. It left such an impression, that today, I am known for being really good a communicating with both the buyers and the realtors. Needless to say, neither the Loan Officer nor the Realtor got a referral. I don’t ever let that happen to my realtor partners.

12. 30 Second Elevator Speech Sample
I’m Paul Baxter, I help local real estate agents get more listings and buyers. I met Sally Agent a few months ago and introduced her to some educational materials I have. She has won $XXXX in new listings just in the last couple of months. She calls me Captain Strategy now. I don’t know about super hero names, but I do know, the more I help my partners grow their business, the more mine grows.