A couple of weeks ago I spent the morning working with a group of entrepreneurs who are part of the ICE Program (Inner City Entrepreneurs).  This mission of this program is to promote job creation, wealth generation and community development by helping a diverse group of urban entrepreneurs strengthen and grow their small business.

That morning the ICE Participants were to give each of the Private Sector Network members (people like me) their elevator speech.  For those who may not be familiar with an elevator speech, it is a 10-30 second verbal message about you and your business.

Now you may be thinking, “that’s not a very long time to get my message out”.  And you would be right.  But it’s also why you need to take the time to expertly craft your elevator speech so that it gets right to the heart of the matter.

The average American has the attention span of a flea, about 9 seconds.  It’s impossible to adequately tell someone about your product or service in 9 seconds.  So what’s the alternative?  Craft a short message that  leaves them curious about what you do.

Which peaks your curiosity more?

• “I am a business coach and I work with businesses that want to grow.”

• “I teach women business owners the seven secrets to attracting more clients and more wealth,  so their business can fit their lifestyle.”

The first example is  boring, ho hum, educational.  The second leaves you wanting more.  It makes you wonder what those darn secrets could be. We as a society are fascinated with secrets.  We can’t help it.  Look at any tabloid magazine and you will see exactly what I am talking about.    When someone says, ” I have a secret!”  what do you immediately think?  That you want to know what the secret is and NOW!

The first half of this message focuses on a basic need – money and the creation and accumulation of wealth.     Who doesn’t want to know more about creating wealth?  If someones told you that they could teach you a thing or two about creating a business that would bring in the money would you want to learn more?  You bet I would!

The second half of this message is about TIME.  Most of us don’t think we have enough of it and we definitely don’t feel we get to spend our time they way we want to.  Why is this concept so appealing?   Because it’s about freedom.   Freedom to do things we want to do but don’t have the time to do.

Do you see how in the second example I have succeeded in peaking their curiosity?  My odds of engaging them in a future conversation of how I can work with them has dramatically gone up.

Remember that the world operates from an attitude of “what’s in it for me?”  When crafting your elevator speech you want them to hear, understand and even feel in the message what you can do for them. By addressing their needs up front  you can be assured that they will be looking forward to hearing from you again.

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