The 30-Second Speech: Can You Describe What You Do?by Laurie Bornstein

Something I have all of my coaching clients do, no matter what coaching program we're working on, is to develop what Thomas Leonard called, "The Elevator Speech". What he meant by this statement was that you have 30 seconds to describe what you do in a way that is not only easy to understand but it is compelling and interesting to others.

On the surface this sounds pretty easy. Of course we can describe what we do in a compelling manner, with passion and excitement.

Or can we?

Whenever I do this exercise at a workshop I am confronted with embarrassed silence, laughter and red faces. Why is it so hard to talk about what you do? In my experience, if an entrepreneur or solo-preneur cannot easily and naturally define what they do, it is impossible for them to market themselves in a way that attracts the type of clients they desire. Did you notice that I didn't say that it's impossible to find enough clients, this isn't about client chasing….it's about becoming attractive so that you draw clients to you.

If you don't have a clear, compelling and easily understood way to talk about what you do you'll come across as not being good at what you do, confident, or worth anyone's time or money. Yikes! Do you realize how many potential opportunities you'll miss?

An elevator speech isn't about creating a canned response to everyone, it's about coming to an understanding of what you offer others so that when asked, you'll find your answer flowing easily and naturally. You'll create a foundation that embraces the essence of what you offer in an easily understood format, and from that format it will be easy to build spontaneous responses!

Let me give you an example that happened to me last summer:

Potential Client: Hi, what do you do?

Me: I help women develop business foundations that unite who they are with what they do.

Potential Client: That sounds great, how?

Me: I offer a marketing and lifestyle coaching program that teaches them my 10 powerful, strategic steps for living and working in balance.

Potential Client: So you're a marketing consultant.

Me: Sometimes, but mostly I encourage them to really evaluate what's important in their personal lives as well as their professional lives and then we co-create solutions that provide clarity, focus and direction. Once their business is in alignment with what's important to them, they begin to attract more clients and their life becomes easier.

Me: Would you be interested in learning more?

Potential Client: Definitely

Me: Great! Just visit my website at: www.BuildYourBusinessOnPurpose.com where you can learn all about the program and the different ways you can participate. I even have a free E-course to help you get started! (At this point I would give them a card with information about the Business on Purpose program, and I would get their card or contact information so I can touch base in a week or so.)

Why would I want to touch base?

Am I being pushy?

No, I'm showing that I'm interested in their progress and I'm available to answer any questions they may have. People like to know you care about them, and they won't know if you don't tell them. Keeping in touch with your clients and potential clients is a HUGE step in growing your business. Most entrepreneurs do not stay in contact and as a result they lose the potential client.

Now you give it a try. What's your 30-second speech sound like? Go ahead and use my example as a template, changing the phrasing to fit your services where needed.


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