“Every job from the heart is, ultimately, of equal value. The nurse injects the syringe; the writer slides the pen; the farmer plows the dirt; the comedian draws the laughter. Monetary income is the perfect deceiver of a man’s true worth.” –Criss Jami 

Hello friend,

Teacher. Waiter. Tennis coach. Maid. Actor. Retail manager. Personal trainer. Construction worker. Courier. Painter. Secretary. What does this seemingly random list of professions have in common? These have all been, at one time or another, my answer to the age-old question that defines social gatherings in our society: “What do you do?”

Now look at that list again. If you and I had just met, made it past the names, and arrived at the inevitable “What do you do?” question, which of my answers would have interested you enough to start a real discussion or made you consider either employing or referring me in the future? Let me answer for you: “Very few!” Maybe the actor made you at least curious enough to ask, “Have I seen you in anything?” Maybe if you were really into tennis or fitness or desperately needed your house painted, you might have asked a follow-up question about my services. Otherwise, my answer was probably a conversation dead-end and an encounter you quickly forgot. The next time you needed a courier, a maid, or a secretary, you did a Google search—or Yellow Pages back in the day I was doing some of those jobs—and found someone, because our conversation certainly didn’t hold me in your mind.

But what if, when you asked, “What do you do?” I had said, “Have you ever invited a special someone over to your place for the first time—or agreed to host a party for your job–and desperately wanted to hide the fact that you haven’t dusted since, well, EVER, and that you aren’t even sure you know how to use the vacuum cleaner? Well, I work with people like you to take care of all their cleaning needs so that they can be free to focus on the more enjoyable things in life, like getting dolled-up for that date or making hors d’oeuvres for that party. That way, they can be at their best when it matters most.” How would that grab you? You just might ask to get my business card, because you either A) are that messy person who wants to impress, or B) know someone who is. In either case, I have your attention and will probably come to your mind the next time you need a maid. Behold, the power of the Elevator Speech!

An Elevator Speech gets its name from the idea that if you got on an elevator several flights up and someone asked you the classic “What do you do?” you could, in the thirty seconds or less it would take for you to arrive at the lobby, interest them enough with your answer that the person would ask for your business card. It is a marketing spiel, of course, but its purpose is not to sell something immediately but rather to begin a relationship.

The relationship you are trying to open is not necessarily with everyone but with your target audience. When I was the maid, if I had given you that speech in a crowded elevator and you were compulsively neat, it would have had no effect on you. But, that handful of slobs sharing the elevator with you should have been completely captivated by my speech to the point that they pulled me aside as we got off in order to get my card. If your Elevator Speech is truly tailored to your desired audience, that audience should automatically gravitate toward you when you give it, eager to learn more.

So, what makes a good Elevator Speech? I think it starts with authenticity (as just about anything good does, right?). It has to come from your heart and not feel canned. It should sound conversational. Metaphors and examples are great, as humans tend to think best in vivid images and stories. Clearly conveying the benefits you can provide for your audience is crucial; that is, not just telling people what you do, but, more importantly, how it makes their lives better. If people think you are authentic and they can clearly visualize how your product or service can benefit them, they are going to want to find out more about you. If you get that far, you have a good Elevator Speech.

Being new to this whole concept and to marketing in general, I asked my wife if she has some version of an Elevator Speech ready for when someone asks her what she does. She runs a multicultural center at a college, so I thought that such a spiel might be the farthest thing from her mind. Much to my amazement and delight, she immediately (and so casually) replied, “I create opportunities for people to have authentic dialogue with each other about difficult issues in order to learn more about their own and others’ perspectives.  Ultimately, the goal of my work is to facilitate dialogue and create spaces that allow people to build effective relationships across difference and develop a mutual understanding of each others’ experiences.” WHOA!!! This woman is good! She is very, very good. (Writer’s Note: It is really cool to still be impressed by your spouse after a million years together.)

So, what about me? I have only been learning about this stuff in the past week as part of my Life Coach training program. By nature, I have approximately ZERO INTEREST in sales or marketing. None. I guess I have always taken the mindset of, “If I deliver a good product, word will get out, and people will come.” That has been my version of marketing. It is no wonder I am not a salesman! However, my teacher has been hitting me over the head with the idea that, no matter how great of a Life Coach I am, if I am not willing to put myself out there and talk to people about the benefits of working with me, I am going to be a broke Life Coach. So, it is time to start talking!

This is what I have come up with so far:

“Do you know those people who are really driven to reach their full potential? Well, they often become frustrated—even stressed-out—about how to best use their time and their talents. I work with those people to CLARIFY WHAT IS MOST IMPORTANT TO THEM, and to eliminate the distractions that drain their energy. What’s so great about that is that they can then direct all of their efforts into FOLLOWING THEIR PASSIONS and LIVING THEIR PURPOSE.” 

What do you think? Did that peak your interest at all? Maybe make you want my business card to learn more about what I could do for you? If it did, awesome! If not, either the speech needs a lot of work—which is definitely true—or you are not part of my target audience. I actually kind of like it, though, at least as a start. Well, maybe it is not so much the speech that I like but, rather, I like that I get to do those things it talks about. It is good to appreciate your job, to feel as though you are adding value to the world. I am right there with this new gig. Now I just need to tell people about it!

How about you? What do you say when someone asks what you do? Take out your journal and write about your work. Do you usually respond with a couple of words, such as “I’m a nurse,” “I’m in sales,” or “I work at a grocery store”? How often do people ask you for your business card or for more information based on what you tell them? Do you like your job? Do you think if you liked it more, you would be more eager to use an Elevator Speech to describe it? Does it even interest you to find out what people do for a living? I tend to be a bit repulsed by the question—similar to talking about the weather—because I think most people ask it simply as a reflex. I would rather know what someone’s hobbies or passions are. But maybe if people gave more Elevator Speeches, I would like the “What do you do?” question. Have you ever used an Elevator Speech? Did it work? Did it surprise the person who asked you? I think I would be shocked to hear one, just as I was when my wife dropped hers on me. If you could come up with one now, how would it go? Leave me a reply and let me know: What’s your Elevator Speech?

Self-knowledge is a wonderful thing,

William