1. Presented by Kathy Dempsey #LibsAreEss SALC session #SALC2015

2.   Elevator Speech  Value Statement  Talking Points  Pitch  Soundbite  Snappy Comeback Similar Terms, Various Uses www.LibrariesAreEssential.com

3.  Don’t You Hate Hearing…  “ Why should we keep funding a physical library when we can find everything with Google ?”  “ Why are we paying a professional to put away books and fix photocopiers ?”  “ We need to reduce costs, so we’re cutting your budget. People don’t use the library much anyway; they all get answers online.” When I hear that… www.LibrariesAreEssential.com

4. I feel like this! From Iman1138 on Flickr www.LibrariesAreEssential.com

5.  How Do You Respond?  “ Not everything is on Google !”  “ I do more than just shelve books. I choose what we need for the collection, I order & process them. I use my expertise to build a useful collection.”  “ But, ummm… I was actually going to ask for MORE money to hire more staff & buy more databases …” Don’t be this person: www.LibrariesAreEssential.com

6. Don’t let this happen to you anymore! www.LibrariesAreEssential.com

7.  So, Tell Me… 1.Have you ever found yourself in this situation – where someone questioned the value of your work, your degree, or your library? 2. How well did you do with your reply?  A. My answer was great!  B. I did a pretty good job.  C. I probably wasn’t very effective.  D. I didn’t really know what to say.  E. I made like the Hulk and just stomped away.

8.  Write Your Starter Statement Take a moment to write down your current go-to response to a question like this. Then we’ll share some of them, and work on improving them as we go along. www.LibrariesAreEssential.com

9.  1. Use powerful words, without library lingo. 2. Align the message with the target audience. 3. Discuss what people need, not what you want to give them. 4. Focus on benefits, not products. 5. Be articulate, brief, clear, decisive, & enthusiastic. (A, B, C, D, E) 6. Prepare and practice so you can speak with confidence. 6 Rules for Articulating Your Value www.LibrariesAreEssential.com

10.   Word and phrases that are commonplace to us don’t make sense to others. (http://escholarship.org/uc/item/3qq499w7 Library Terms That Users Understand)  Use strong, active words such as:  Enable, Analyze, Focus  Competitive Advantage  Improve, Strengthen  Expert, Trustworthy What if “librarians” were Called “information analysts”? 1. Use powerful words, w/o lingo! By taylorsloan on Flickr www.LibrariesAreEssential.com

11.  2. Align the message with the target audience. Different people have different needs. Who are you talking with?  Faculty member  Dean  CEO  Mayor  Potential patron www.LibrariesAreEssential.com

12.  3. Discuss what people need, not what you want to give them.  Push vs Pull  They’ll be more receptive and interested in what you’re saying.  This is why True Marketing always begins with getting to know your audience. By Aaron Weinstein on Flickr www.LibrariesAreEssential.com

13.  4. Focus on benefits, not products. (WIIFM?) By johnscotthaydon on Flickr Consider the difference between these points: “We’ve got Westlaw databases.” vs “We have vetted info that doesn’t exist on Google, and we can either teach you to use it, or we can do it for you and just deliver the answers you need.” www.LibrariesAreEssential.com

14.  5. Remember A, B, C, D, E Be Articulate Brief Clear Decisive Enthusiastic  Use powerful words & client lingo.  Use 3 or 4 sentences at most.  Speak slowly enough to be clear.  Use a confident but friendly tone.  Then they’ll want to know more. www.LibrariesAreEssential.com

15.  6. Prepare and practice so you can speak with confidence. For each audience:  Learn something about them.  What do they need that you have?  What “language” do they speak?  Prepare your speech.  Practice (with others) until it sounds natural. www.LibrariesAreEssential.com

16.  Ask Me Questions! www.LibrariesAreEssential.com

17.  Valerie J. Gross, President & CEO of the Howard County Library System in Maryland, advises us to change our old library terms to words that truly reflect the value of what libraries deliver. For instance:  Program = Class, Seminar, or Workshop  Information = Education  Reference = Professional research, Trend analysis  Databases = Specialized online research tools www.LibrariesAreEssential.com Isn’t It Time to Upgrade Our Language?

18.  Given what you’ve just learned, take a few minutes to rewrite the statements you started out with. Ask me questions! Then we’ll go over some of the new elevator speeches together. Let’s Improve Your Value Statements www.LibrariesAreEssential.com

19.   Tip 1: Find one quick fact that you love. Commit it to memory and practice using it on people you know.  Tip 2: Find one snappy comeback that you love. Memorize it and practice using it.  Tip 3: Think of one fact or statistic from your very own library and play with it until you can express it in a quick, pithy way.  Remember: Don’t be defensive. Be positive! How to Always Have a Comeback www.LibrariesAreEssential.com

20.  Two Examples of Transformed Statements Mary Ellen Bates: JAMLIN Seminar, Oct. 31, 2013 http://www.batesinfo.com/extras/assets/jamlin.pdf http://www.batesinfo.com/extras/assets/jamlin.pdf www.LibrariesAreEssential.com

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22.   I’m the editor of Marketing Library Services newsletter, which is published 6x/year for anyone who wants to learn more about marketing and promotion. I also teach librarians about marketing, PR, publicity, and more.  I produce a newsletter that delivers best practices, fresh ideas, and proven strategies that enable librarians to prove their value in order to gain respect and funding. I also teach marketing skills to info pros face-to-face so they can truly understand and implement them. www.LibrariesAreEssential.com My Value Statements

23.  www.LibrariesAreEssential.com www.MarketingLibraryServices.com

24.  A Few Favorites www.LibrariesAreEssential.com

25.   “Libraries are about freedom. Freedom to read, freedom of ideas, freedom of communication.”  “Information has value, and the right information has enormous value.”  “A library is a place that is a repository of information and gives every citizen equal access to it.”  “If you do not value libraries then you do not value information or culture or wisdom.” The Guardian: www.theguardian.com/books/2013/oct/15 /neil-gaiman-future-libraries-reading-daydreaming Neil Gaiman Is an Expert… www.LibrariesAreEssential.com

26. Kathy Dempsey Facebook: Facebook.com/LibrariesAreEssential Author: The Accidental Library Marketer www.LibrariesAreEssential.com Editor: Marketing Library Services newsletter www.marketinglibraryservices.com Blogger: The M Word: Marketing Libraries www.themwordblog.blogspot.com Also an ebook! Libraries Are Essential Kathy@LibrariesAreEssential.com www.LibrariesAreEssential.com