By Laura Davis—An “elevator speech” is a concise summary of your services that you can relate to a potential customer while you are moving from floor to floor in an elevator. The length of your speech can be adjusted to 30, 60 or 90 seconds and a formal or informal tone depending on when and where you use it. The elevator speech is one of the basics for marketing your business and worth the time needed to develop this effective self-promotion tool.
Different business models may slightly vary in the questions you answer in your speech but generally there are five or six items to cover:
- What is your service? I’m a Notary Public commissioned by the state of Arizona. That means I verify that the signature I witnessed was performed by an individual who met the identification requirements of this state. Our goal is to prevent fraud.
- Who is your market? I specialize in notarizing home loan documents, so my clients are primarily mortgage, title and escrow companies.
- Where does you revenue come from? Those companies pay me for each completed loan signing.
- Who is behind your company? I am a sole proprietor with 15 years experience.
- Who is your competition? There are over 100,000 notaries in Arizona, but many work for banks, insurance and title companies, attorneys, car dealers, or the government. Only a small percentage of notaries consider it a full-time occupation. Many came in during the real estate boom.
- How are you better than your competitors? I’m serious about my career as a Notary Public. I belong to several professional associations and have undergone background screening by the National Notary Association and completed a training program to become a Certified Notary Signing Agent. I was Featured Notary for GoGetNotary.com in May 2008. I continue to educate myself on updates to notary laws and network with other notaries to stay on top of industry developments.
Here’s what a 50 to 60 second version might sound like based on the answers to the above questions: “I’m a Notary Public commissioned by the state. That means I verify a signature I witnessed was performed by an individual who met Arizona’s ID requirements. Our goal is to prevent fraud. I specialize in notarizing home loan documents, so my clients are mortgage, title and escrow companies who pay me for completed loan signings. There are over 100,000 notaries in Arizona but most work for financial institutions, attorneys, car dealers or the government. Unlike many who came in during the real estate boom, this has been my career for 15 years and I take it seriously. I belong to several professional associations and have undergone background screening by the National Notary Association. I also completed their training program to become a Certified Notary Signing Agent and in 2008, I was honored as GoGetNotary’s a Featured Notary. I continue to educate myself and network with other notaries to stay on top of industry developments.”
But you’re not finished. Practice your speech with friends and family. It may sound okay when you read it, but when you try to repeat it, you may get tongue-tied on certain phrases. It should sound natural and flow from beginning to end. If you stumble over a few words, notice what words you’re trying to substitute and rewrite those phrases or sentences with words more natural to your way of speaking. You may never give this speech the same way twice!
Of course, no promotion is complete without a call to action, so at the end of your speech, you may add that you are seeking additional loan signing business and hand out your business card. You always have a supply of professional business cards, right?!