Marketing Your Information Service - How to Create an Elevator Speech
January 2008
In a series of Quantum2 conversations, which are designed as tools to use at your desk or for taking with you on your MP3 player, we present brief discussions of key topics from our leadership development programme as quick introductions or refreshers on a subject. Our newest podcast highlights a marketing technique — the Elevator Speech — that can be used to make a favourable impression in a very short time. It discusses how to create such a speech and when you can use it to best advantage.
Information professionals can use elevator speeches to do quick public relations at any opportunity, for instance to their manager, a customer, a potential client or anyone else they want to better understand what it is they do for their organization. In short, an elevator speech is a brief and positive way to communicate a message whenever the opportunity arises.
Creating an elevator speech can be quite straightforward if you consider a number of elements, such as:
- Who is my target customer
- What service or product do I offer to them?
- Why do they use my service?
- What problem of theirs is solved by my service or product and why do they use my service rather than some other option?
By coming up with the answers to these questions as specifically as possible, you will be well on the way to creating an elevator speech.
For a brief tutorial on how to create such a speech and when you can use it to your best advantage, download the podcast
Additional information
How to Create an Elevator Speech: download the podcast
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