What’s Your Story?
By Catherine Kaputa
Brand Strategist, speaker and author of U R a Brand,
winner of the Ben Franklin award for Best Career Book 2007
I was at a speed networking event last month where each person had two minutes to give their elevator speech. The crowd ranged from new grads and MBAs to seasoned executives who were in transition or looking to re-invent themselves in some way.
Most everyone bombed.
One after another recited a laundry list of what they had done – schools, job titles, dates of employment, how many people they managed, what the company was about.
There’s no story in a laundry list.
Most didn’t even get to their punch lines before their short time in the spotlight was up.
Use the Elevator Speech to Create an Impression.
Your elevator speech is important because it is something that you will use throughout your life to communicate your personal identity. You’ll use it in meeting new people, pitching new business, trying to make a move internally at your company and, of course, in job interviews. But in reality, every encounter is a potential interview. Yet, most of us are unprepared and we botch the opportunity to make a strong first impression. Or even worse, we don’t make a meaningful connection so that the person becomes part of our network.
The words you use can be powerful and stick in the mind, or blow away like a feather in the wind. New words or unusual words and expressions slow you down. They make you take notice of them. They stick in your consciousness.
Stories are particularly powerful because they create visual and verbal connections. Their effect lasts long after they are first said. They can linger in your consciousness and even be subliminal in their impact.
Develop a Take-away Message
Think of a narrative thread and theme you want to convey in your elevator speech. Ask yourself, “What’s the takeaway message that I want people to come away with?” Make sure you emphasize three things in your elevator speech:
- What’s different about you
- Why that is relevant
- How you add value
Once you have the key messages you want people to remember, then figure out how you can make it memorable with story or literary devices. For example, metaphor can be a great device to use. In describing myself, I sometimes say, “I’m a cross between a brand manager and a career coach.” Or I might say, “Unlike other professional development consultants, I have a background in marketing and branding so I use the principles and strategies from the commercial world of brands and apply them to people.” Then I might use a personal story or a client story to bring everything to life.
Create a Compelling Narrative.
If you’re worried about your ability to talk about yourself in a narrative way, look at the devices that characterize storytelling through the centuries. You’ll need a likeable protagonist (that’s you). You’ll want to talk about your experience or a specific project bringing to life the conflicts and challenges you faced. Use dialogue to bring the story to life. (Then, my client called, “...”) All good stories have a turning point. The situation may seem insurmountable, and then the protagonist perseveres and succeeds against all odds.
See how story works for you in connecting with people and forming the basis of your elevator speech.
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U R A BRAND
How Smart People Brand Themselves for Business Success.
By Catherine Kaputa with foreword by Al Ries.
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Who We Are
Catherine Kaputa is a brand strategist, speaker and author. She is president of
SelfBrand, a marketing consultancy that works with companies and individuals
who want to unlock the optimum marketing focus and game plan.
Speaking and Workshops: Visit www.selfbrand.com
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