If somebody asked 10 people in your organization what your company does, would they get similar answers? If not, you may be missing countless opportunities to establish and reinforce brand awareness. To maintain consistency of message across all your audiences, I suggest you develop and share an elevator speech with your organization.
Okay, everyone might not know what an elevator speech is (you can probably figure it out). Simply put, an elevator speech is brief description of your organization—who you are, what you do and why it matters—delivered in the time it would take to move between floors in an elevator (that’s not a long time).
An effective elevator speech should leave your audience wanting more, while answering the essential questions about your company. A great place to start your elevator speech is to adapt your boilerplate. Whether you have a boilerplate or not, here are four tips for creating an intriguing elevator speech:
1. Incorporate a positioning statement. Why should someone care about you, your organization or endeavor? When possible, emphasize an emotional connection.