Research indicates that our attention spans are getting more and more limited. It’s absolutely pervasive. Are you still there? Probably not, but for the three people who are still reading, please bear with me.
Without getting into all the causes, let’s deal with the reality. Nobody has the time or inclination to read a mountain of papers explaining the intricacies of your business. Not prospects, investors, bankers, employees or clients. According to a recent study, if you are pitching a new business concept to venture capitalists, you better have them hooked in the first 42 seconds (source: Growthink) or you will probably never see a dime, even if you have the greatest idea in the history of the planet!
If you do nothing else today, create a great elevator speech–a concise, interesting “sell” that will convince a contact that there is good reason to spend valuable time investigating the merits of your company or cause. What do you stand for? What makes you special? Why are you better than or different from the competition? Why should I spend another second with you?
Want an example from current events?
Like him or hate him, Barack Obama had a highly effective, well delivered elevator speech. He repeated it constantly for two years. I’m NOT George Bush. CHANGE. YES, WE CAN! John McCain had no elevator speech and even tried to borrow the word “change” from Obama. He did little to differentiate himself from Bush OR Obama.
The country bought Barack’s elevator speech and, for better or worse, he is now called President Barack Obama.
Remember, customers buy your marketing first. Good products and service will help you retain them, but you have to get their attention. Ask yourself why anyone should do business with you. Research the competition. Set yourself apart. Be ready to tell a short but compelling story next time you bump into someone in an elevator. If you do this properly, you will have laid the foundation for all future advertising, marketing, sales, HR and community initiatives.
This process may not be easy at first…but it’s truly worth the effort. If you think you can’t do it, don’t give up…I say: “YES, YOU CAN!!!”