Consultant Tip, April 2006
Tips for Making a Brief Introductory Marketing Speech
by ArLyne Diamond, Ph.D., Diamond Associates
Most professional associations and networking groups allow attendees to make 30- to 60-second
introductory speeches. These brief introductions are an important piece of your marketing and
sales repertoire. To capitalize on these opportunities, you must capture your audience's
interest in a brief and powerful way. This isn't the time to be apologetic or to tell your
life story. No one wants to know what you did in the past, where you lived, or how many
kids you have. They want to know what you can do for them. You need to convince them to
buy your products or services.
Following are some things to keep in mind when planning, creating and presenting your elevator
pitch:
Planning
- Know what you're going to say
- Practice it many times before you attend a networking event
- Remember you'll be representing yourself and your company, so dress accordingly
in well-tailored, professional outfits that fit properly and look good on
you—no jeans, ripped or wrinkled shirts or other nonprofessional attire
Creating
- Clearly state your name, the name of your company and a few words identifying your
product or service; for example, massage therapy, graphic arts, management
consulting, photographer, etc.
- Describe what your product/service is, how it's unique from others of its
kind, how the listener will benefit from it and how she can contact you,
being somewhat more descriptive, but still brief
- Don't describe what you did in the past, how you chose this particular service
or why you're in business for yourself, as this reduces the power of your
message
- Get professional help developing it, if necessary, working with a business,
marketing or management consultant
Presenting
- Stand tall and take a deep breath before attempting to speak
- Smile and let your smile show in your voice
- Be proud, not diffident, and don't apologize for your existence
- Don't get cute or arrogant
- Know the purpose of your words and stay relevant
- Don't go on and on and don't repeat yourself
- Remember that what you say and how you say it sells you and your company
- Stay professional
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