Already on ArticleSlash?

Forgot your password? Sign Up

The Importance of an Elevator Statement

Neil Sagebiel
 


Visitors: 192

“Please, God, don’t let me follow the police officer. "

It was career day at Floyd Elementary School and I visited my daughter’s kindergarten class to explain what I do for a living. It was my Dick Van Dyke moment.

For those of you who are relatively young or haven’t seen reruns of the “Dick Van Dyke Show, " there’s an episode in which Rob Petrie (played by Van Dyke) visits his son’s class to talk about his occupation as a TV comedy writer. Petrie’s son and the class are less than thrilled.

How did it go for me?

Fortunately, I didn’t follow the police officer. He passed around handcuffs and a flashlight. I passed around an ad board. Lame, I know. But what’s an advertising copywriter to do?

Trying to tell kindergartners what I do in a few minutes reminded me of the importance of an “elevator statement. "

An elevator statement is a concise, clear description of a company, organization, product, or service. The idea is that if someone in an elevator asked you what your company does, you can deliver a memorable answer in the time it takes to travel a couple of floors.

While some people think it’s a pitch, I consider it a short statement or even a one-liner. One public relations firm calls it “the shortest possible explanation of what a company does. "

An elevator statement is not a tagline or slogan. Nor is it a positioning, vision, or mission statement. It can be rehearsed but should sound conversational.

Following are two examples of a simple elevator statement structure.

“I provide copywriting and creative services to companies and ad agencies. "

“Acme Worldwide manufactures heavy duty widgets for the construction equipment industry. "

If after saying your elevator statement prospects want to know more, be sure to get their business card before they step out of your life.

Give them your business card, too. But without theirs you can’t follow up.

Copyright (c) 2007 Neil Sagebiel

Neil Sagebiel is a former senior copywriter for a Seattle B2B ad agency. This article was originally published in his monthly ezine, Headlines from Floyd .

(409)

Article Source:


 
Rate this Article: 
 
Passenger Elevator
Rated 4 / 5
based on 5 votes
ArticleSlash

Related Articles:

Discover How You Can Learn The Importance of Personal Financial Statement

by: Rauf Mohamed Yusope (April 22, 2008) 
(Finance/Personal Finance)

How to Use Your Mission Statement and Vision Statement to Embrace Change and ..

by: Don Midgett (August 14, 2007) 
(Business)

Sharing Your Personal Mission Statement and Vision Statement

by: Don Midgett (February 05, 2008) 
(Self Improvement/Motivation)

How to Write a Mission Statement Transform Your Core Values Into a Personal ..

by: Beth C. Hood (June 16, 2008) 
(Self Improvement/Goal Setting)

The Guide to Understanding Financial Statement - How to Read a Financial ..

by: Mike Ashley (August 19, 2007) 
(Finance/Personal Finance)

Do You Have An Elevator Pitch?

by: Dayo Olomu (January 22, 2007) 
(Self Improvement)

Elevator Home

by: Wally Pahong (July 10, 2008) 
(Health and Fitness/Home Health Care)

What is a Stair Elevator?

by: Wally Pahong (July 02, 2008) 
(Health and Fitness/Home Health Care)

5 Fun Things To Do On An Elevator

by: Carl Megill (March 18, 2008) 
(Arts and Entertainment/Humor)

Passenger Elevator

by: Michel Dan (January 28, 2011) 
(Business/Industrial Mechanical)