Cristina F
Helping mompreneurs reach their full potential before reaching their breaking point
What are the 3 biggest mistakes entrepreneurs make when giving their 30-second intro?
I'm doing research for my upcoming revised guidebook "Designing a Compelling 30-second Intro" and I'd love to know what you would say are the 3 biggest mistakes to giving a 30-second intro (if you have examples, please share). If I like your answer(s), I'll contact you about quoting you in my book (with full credit, of course).
Good Answers (21)
Douglas A
Adjunct Marketing Instructor at Pacific University
Best Answers in: Lead Generation (1), Professional Networking (1)
1. Assuming that a 30-second intro is the only chance they're going to get to sell their product or service.
2. Talking at the speed of sound (so I can't hear you).
3. Not finding out (and, consequently, not caring in my book) what their product or service can do for my company. In other words, giving a generic sales pitch without a single thought about why I would need them.
Having written that, I think the 30-second intro is overrated. This is another reason I avoid networking events. Just a bunch of people in a room standing around giving each other their elevator pitches. Nobody ever walks up to somebody and says, "Tell me, in 30 seconds, the easiest way to buy your product or service." It's all about selling.
If someone says to me, "Tell me about your company," the first thing I do is start asking questions about their needs. Since few people seem to do that (people like talking about themselves and their company), we end up talking much longer than if I had given them a 30-second cookie-cutter response.
1, They don't speak loudly or clearly enough
2. They rush through their introduction in order to fit the 30 second deadline
3. They don't have a call to action.
Many people don't take the time to make their 30 second spot convincing, entertaining or memorable. If it sounds canned and rehearsed it will be received that way. I can't tell you how many times I've watched people stand up to give their introduction and forget what it is that they were going to say and when they do say it, the listeners have to strain to hear the details and once they sit down, everyone in the room is turning to their neighbour to say "he does what?"
#1: Keeping it 30 seconds. Let's try and design a 12-14 second commercial. Nobody wants to hear a rehearsed pitch, and unless it's REALLY rehearsed, then it sounds like it's canned.
#2: Not asking immediately and sincerely about helping the other person. People meet at networking events, and it's allways, "next, next, next."
#3: Not collecting information and following up after this happens.
Links:
Chris J also suggests this expert on this topic:
People in the audience don't care so much about your name as about what you "bring to the table." They're thinking, "Of what use will this person be to me?" Capture the audiences attention with your unique selling point at the beginning (perhaps by posing a question like "Do you need more sales via your web site?), and give your name and company name at end. And if you have enough time, add a line about the kinds of customers or connections you're seeking . A great expert resource is Ellen Kaminsky (EK Endeavors) who is a member of LinkedIn.com
Judy B
Creative Purrsuits Writing and Consulting Services
Best Answers in: Starting Up (2), Using LinkedIn (2), Mentoring (1), Manufacturing (1), Computer Networking (1)
1/ In giving the 30 second intro to people who you would like to become clients: Telling what you do instead of telling the benefits derived from what you do.
When I first started out as Professional Organizer people would ask me what do you do? My response was usually: "I'm a Professional Organizer." While this did lead to more questions like: "So what exactly is it you DO?" and my answer: "I help people get better organized."
This invariably led to comments like: "Oh gosh, I need some of that!" but it was usually followed up with: "I know I can't afford you." It closed the door to any further contact in most cases.
I learned that I needed to describe what I 'do' in terms of the benefits my clients gain from working with me. I also realized I needed a bit of a call to action. So I changed my answer to the question and now go for the action.
"I help busy people find more hours in the day to enjoy life. We get rid of the clutter surrounding them, and I show them new ways to better manage their time. I'd be happy to come to see you for a free consultation and leave you with some tips, I have some time on Tuesday morning and an hour on Friday afternoon, which day suits you better?"
2/ In B2B networking 30 minute intros, the same benefits vs features applies but one mistake many people make is not having different intros for different purposes.
In networking circles, I may not gain clients from the network but I'd like to gain referrals, so I like to network with people in all types of businesses to perhaps gain access to their contacts and to barter services.
In this instance my 30 minute intro is: I help busy clients get rid of that 'overwhelmed' feeling and I often need to refer them to other services. I look forward to developing relationships that are mutually beneficial with trusted associates that I can refer my clients to and, in return, perhaps serve you by helping you or your clients to become more organized.
3/ Not keeping good records of networking efforts after giving out these 30 minute intros, no matter the reaction to your intro, you should offer your card and ask for their card. Then as soon as you get back to your office, that name should go with as much info as possible into your contact database with notes for following up regularly.
Links:
Clarification added July 20, 2008:
Sorry, my mistake, it is not a 30 minute spiel I give but should have referred to your time-line of 30 seconds.....It just seems like 30 minutes. :(
Jenna P
Co-Founder at Socialnetnet
Best Answers in: Using LinkedIn (3), Software Development (2), Web Development (2), Job Search (1), Organizational Development (1), Industrial Design (1), Product Design (1), Communication and Public Speaking (1)
1. Clear message about what you do.
Nothing is worse than when someone cannot explain what they do in 30 seconds or less. If you don't know what you do, how can you explain it to other people.
2. Have a few different 30 elevator speeches ready to go.
Audiences will differ and I've seen people (including myself) not account for this. Depending on the audience's role, level or if they are in the same industry as you will be a huge factor on the if the message sinks in or not.
3. Speak with confidence and sincerity.
If you don't have confidence when you speak about yourself and what you do, people pick up on that fast. They also pick up in those who are insincere. As long as you are confident and sincere with your message, everything else falls into place.
Kevin H
Graduate Student at Concordia University
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1. what's in it for them, not for the listener and moreover, something meaningful.
2. structure but with a story, character, dilemma, frustration, solution, call to action (while still respecting #1)
3. infectious enthusiasm and passion, courage, and willingness to walk away without anything = high stakes! and PRACTICE #1, #2, and #3. Video tape, review, and relentlessly improve.
They should take a course on auditioning for actors.
Links:
Clarification added July 14, 2008:
Sorry, the mistakes are:
1. as written
2. lack of...<as written>
3. lack of...<as written>
Jerry S
Co- Founder at Marketing Action Club
Best Answers in: Internet Marketing (4), Viral Marketing (3), Professional Networking (2), Mentoring (1), Direct Marketing (1), Business Development (1), Sales Techniques (1), Writing and Editing (1), Communication and Public Speaking (1), Ethics (1)
1. Use of a label: "I am a Finacial Planner/Insurance agent/CPA/Coach etc". The problem with this is that it assumes that the listener understands what that is and requires them to think how they might use you
2. Irrelevent information: "We are based at the corner of X street and Y avenue and have been in business for 15 years. We now have offices in 20 states". Again, it may be relevent for some businesses (health clubs etc.) but in general it is not related to the issues the prospect is facing
3. Talking about your business rather than the problem you solve. You can ususally tell by the frequency of "we" or "I" statements. For example: " We help business do this, and we have a number of services including a,b,c and d that we have been providing for 20 years and we have the highest levels of customer satisfaction in the industry. We have won awards for.....etc.etc.
It boils down to the "so what?" test. If you can plausibly say "So what?" to something in the 30 second promo it probably isn't talking directly to the issues faced by the prospect, which is what grabs attention. Since most people use the same format for the 30 second we have often heard it before and therefore don't pay it due attention.
1) The biggest mistake is talking about the process, not the results or value your provide. People are not interested in "how" you do what you do. They want to know how you can solve their problem or help them.
2) Second big mistake is forgetting about your audience. What would be of interest or value to THEM!!! Why should they care about what you are doing?
3) Lastly, people often forget to make it memorable. What would catch people's attention? How can you leave them wanting more?
The elevator speech is the beginning of the conversation, not the destination!!!
Links:
They have not identified their core message.
They come from a position of "getting rather than giving".
Thet have not made the mindset shift for vocation to "calling". This is a significant distinction.
Edward W
Sales Manager at Focus Solutions (ewilliams@focus-staffing.com)
Best Answers in: Lead Generation (6), Direct Marketing (1), Sales Techniques (1), Inventory Management (1), Using LinkedIn (1)
Cristina,
I am an entreprenuer and I do not really have a 30 second intro... and I guess I cannot say that I have ever listened to a 30 second intro from another entrepreneur. Maybe I have but was not quick enough to pick up on it or maybe I have heard a lot of them (and given a lot of them) but never identified them as such.
If you would not mind clarifying, would this be akin to a sales pitch? Would you consider this to be a personal statement or a business statement? I presume this will not hit your book but perhaps I will have some clear insights as I look to expand and develop my personal entrepreneurial presence.
The answer:
This will probably be more than 3 things as I started out by counting on my fingers and had too many...
1. I would have to say that anyone who approaches me with an introduction of any sort should be looking to have a conversation as opposed to making a pitch or giving an intro. Let us commune together and find out about one another...
2. I would have to say that anyone who approaches me with an introduction of any sort should be looking me in the eye (and not at my shirt line) and should also be courteous and respectful of my timeframes. (known or unknown) My grandmother (or another relevant person in my life with a lot more wisdom than I) taught me to leave 5 minutes prior to being ask. Know the signs- "looking at the watch" or even better, the person I am speaking with grabbing my arm and looking at my watch for me.
3. I would have to say that anyone who approaches me with an introduction of any sort should be extending their hand and identifying themselves and asking for my name. (maybe even how it is spelled) I really hate it when my name is shortened before I offer, "Call me Ed."
This is where the extra fingers got in the way...
4. I would have to say that anyone who approaches me with an introduction of any sort should be smiling, happy, generally enthusiastic and excited about their life. (personal and professional) Entreneurship is one of the greatest things this country offers those who dare to dream... More importantly, the courage, strength, persistance and faith to wake up from the dream and chase it with everything they have. Or at least until they fall asleep, exhausted from the pursuit (and capture) to dream anew.
Here is what I consider to be a good 30 second intro:
Hi, my name is Edward Williams, let us talk about YOU.
Best,
Edward
David C
Owner, Small Business Big Ideas
Best Answers in: Business Development (1), Communication and Public Speaking (1)
Hi Cristina, I think the biggest mistakes that entrepreneurs make are, 1) they go on too long, 2) they spray wildly rather than focus on a few people in the room...it's like a drunken sailor taking punches...they hit the air and don't connect with a good punch...all you need is one or two really good leads from a networking event, so target your message to them not to everyone! 3) Lastly they fall in love with themselves and not their prospects/clients.
I hope this helps and I wish you well as always Cristina.
David
Leni C
Referral Expert│Networking Trainer│Business Coach│TopLinked.com│ leni @ AttractClientsGalore.com
Best Answers in: Internationalization and Localization (1), Direct Marketing (1), Professional Networking (1)
1. Not understanding that the 30-second intro is just the appetizer and not the main course. Giving away too much information leaves the listener with no reason to ask you the two main questions you want people to ask:
—”Wow! How do you do that?”
—”Can you do that for me?”
2. Giving yourself a label, e.g., “I’m a Realtor, a coach, a graphic designer,etc.” instead of telling people what problems you can solve. Nobody cares what you call yourself. They do care about themselves and are looking for someone to produce results that they don’t know how to produce (or are not capable of producing) for themselves. Don’t tell people what you do. Tell people what you can do FOR THEM to make their lives a little bit easier.
It’s hard to narrow this down to a third option because there are so many things people do incorrectly with a 30-second promo, but if I were to pick just one more it would be this:
3. Not making an irresistible offer that will get people lined up to speak with you after all the 30-second introductions are over. You’ve got to give people a compelling reason to get into a deeper relationship with you and if you’re not doing that, you’re missing the whole point of networking and of the 30-second intro.
Leni Chauvin, The Client Attraction Coach
(1) Describing skills rather than purpose. The Purpose is paramount it’s the thing that will set alight the listeners and create interest.
(2) Failing to tell an interesting story.
What you say has to be interesting, key points will enable a buy in from the listener.
(3) Forgetting to rehearse and prepare.
Practice, practice and practice some more the more natural it sounds the better chance you have of a successful outcome.
Okay Cristina, I'm going to turn your question around for a more positive spin. What are the three things an entrepreneur should be doing with a 30-second (or even longer) elevator speech?
1.) Identify with the audience. Know your target and the issues they face on a daily basis. While not everyone will have the same problem you are able to solve, focus on the ones most salient to your target audience.
2.) Show them how you can improve their life. Be it work, personal, or play. Show them know that you are the best solution to their dilemma.
3.) Give a clear and concise call to action. Tell them where your business cards are, if you provide a complimentary consultation or estimate, and how to reach you.
Oh yeah, and through it all, smile and be yourself!
Ron G
Business Development Consultant at Karius & Associates
Best Answers in: Using LinkedIn (6), Career Management (3), Starting Up (2), Certification and Licenses (1), Job Search (1), Advertising (1), Internet Marketing (1), Labor Relations (1), Engineering (1), Professional Networking (1)
I'd say that most other mistakes pale in comparison to the one where the entrepreneur over-hypes the product. "Greatest thing since sliced bread." "Better mousetrap." Stuff like that and stuff. LOL
Some of the other writers are suggesting a shorter elevator pitch, and I believe that a shorter pitch could be a cure to the over-hype. There's no time for it. (Though I can see a case where a well-meaning but not-too-bright entrepreneur would see it as "no time for anything else BUT.")
I actually recommend SEVEN seconds. That's time for one sentence. That sentence better be used for a mission statement, not a hype.
Bob L
Author & Consultant
Best Answers in: Starting Up (3), Small Business (2), Using LinkedIn (2), Accounting (1), Staffing and Recruiting (1), Advertising (1), Business Analytics (1), Organizational Development (1)
1. They're too busy trying to remember their 30-second intro, because it doesn't come from the heart, but from something memorized.
2. They forget to communicate the passion and fail to deliver the visualization.
3. Their intro comes off sounding like so many words slapped together, rather than delivering actions and results.
1. Spending too much time on your own ego. The 30 seconds isn't about how GREAT you are. There are too many egomaniacs. We don't need to know about you or how great you are. We don't care. All we want to know is what you can do for us and why we can't live without your products/services.
2. Lacks image and enthusiasm. Look professional and sound exciting. If it is a business event - don't show up in flip flops and cutoffs. Dress the part. If you don't dress the part, We'll be unimpressed or think you don't care about what you do and worse - you won't care about the quality of our needs.
3. Not practiced. Memorize a brief, exciting, and interesting blurb about what you offer others and why we can't live without your service/product. There is nothing worse than a long-winded, unpracticed, monotoned speech about how great you are and then not finding anything useful about why we need your product/service. Bleh!!!
Jennifer G
Blogger Outreach Specialist and Non-Icky Marketing Ninja
Best Answers in: Public Relations (1), Professional Networking (1), Using LinkedIn (1)
Most have been covered, so I only have two.
1.) Not engaging the group. Start with a question and go from there. Talking AT people instead of with them is so much less effective it would be better to get less information into your 30 seconds but make them count by starting with a question.
2.) Not telling people what you actually do if someone hands you money. That's great if you know this and are an expert at that...but what do you do if someone signs the contract or hands you a check? Consulting? Implementation? Let people know what you do and then ask them to pay you to do it! (So I guess Call to Action really is my #3...but it was said so many times I didn't want to single it out!)
Hazel M W
Referral Institute Indiana
Best Answers in: Professional Networking (3), Lead Generation (2), Education and Schools (1), Business Development (1), Sales Techniques (1), Organizational Development (1)
Using Feature not Benefits
Using terms like anybody, small business, everybody
To much information
Greg O
Marketing Guy, Business Coach, Aspiring Author
Best Answers in: Corporate Governance (1), Project Management (1), Market Research and Definition (1), Starting Up (1), Software Development (1)
The single most biggest mistake is not keeping it concise enough to leave the listener wanting more. 30 seconds is TOO Long. Why fill 30 seconds when you can be compelling in 10 seconds or 5. Then leave the listener saying - "That is interesting tell me more".
True story, I hear my colleagues pitch our company to other prospective customers, partners, media, investors, etc. They drag on sometime for 30 seconds - Yawn.
I challenge that - I simply say to prospective customers, partner, media, investors, etc. that I meet, "We are the company that is going to turn your cell phone into a projector." Try it - you'll see this takes 5 seconds. The questions I get afterwards ALWAYS lead to more relevant discussions that factor in the emotional response and understanding of my audience.
One thing I heard along my way was "Bait the Hook" then "Feed the Fish". This was great advice.
The only other thing I would add it make your intro emotive.
I hope this helps,
Greg
More Answers (2)
Hi Cristina,
When I hear a 30 second introduction that is full of specific orgnaization and/or industry acryomns that I am not familiar with I find that I spend the time trying to figure out what they are telling me vs. receiving their value add introduction. Then when I walk away I struggle to remember what they do and how could they possibly help my organization or others that I know.
Debbie McAllister
1.Giving a sense of feeling nervous - not practiced enough
2. Not knowing enough about your specialized areas
3. Being too general in your approach rather than industry-focused
