Have you ever found it difficult to explain what your elder care company does in a few concise, short sentences? Developing an “elevator speech” may be one of the most effective elder care marketing tools you can possess for creating positive first impressions with potential customers and clients.
What is an Elevator Speech?
An elevator speech is like a spoken business card that describes in 30 seconds or less who you are, what you do, and how your unique elder care service can be of value to your listener or audience. Your message should be no longer than the time it takes to answer someone on an elevator who might ask you what you “do” before reaching his or her floor!
Elevator speeches are especially important networking tool for professionals in the elder care marketing and aging industry because they can describe your service to your referral sources or even your potential customers. For this reason, you should create different speeches for different markets. Perhaps you are attending an aging seminar or medical conference and meet a doctor from a group practice, an admissions counselor from a rehab facility or a physical therapist from an assisted living community. Your message to each professional would be different from what you would say to a family member looking for a retirement community for an elderly parent. Regardless of your target audience, your message must be clear, succinct, easy to understand, and something that will be remembered long after your “thirty seconds” are over.
Here are five tips for crafting successful Elevator Speeches.
1. Use simple and catchy words that immediately engage your listener. Avoid professional jargon. You want to keep a conversational tone.
2. Make sure you clearly state who you are, what you do, what problems you solve, what contributions you can make to the listener, and how long you have been in business, if you have a lot of experience.
3. End your message with a call to action. You want your listener to act after hearing your message.
4. Practice your speech repeatedly until it sounds natural and spontaneous. This is important! You want your message to sound like it is rolling off your tongue and that you sincerely want to help your listener.
5. When giving your elevator speech at a networking meeting, make sure to state your name and company at both the beginning and the end of the speech. For example, as a marketer, I always close with “Marla Levie, Focus on Aging.”
Elevator speeches can be one of your most successful and least expensive elder care marketing tools to connect with customers and clients. Please contact Focus on Aging if you would like assistance in creating an effective message for marketing your elder care business.
Marla Levie, BSW, MA, President and Founder of Focus on Aging, has successfully been providing marketing consulting, social media and recruiting services to the elder care market and to other service-related professions in the Chicago area for more than 20 years. Use the contact tab to email Marla for additional information about her services.