Win new clients with a memorable Elevator Speech

Have you ever met someone, and they asked you what you do? You know the answer, but when it comes out, it’s mumbled, stuttered or even worse, you come to a complete blank.

Yikes! That’s no good!

I’m sure we’ve all been there, I know I have. However, it doesn’t have to be that way.

That’s where the elevator speech comes in handy, #9 on the list of 10 things every photography student should have. Remember, we’re presenting ourselves as professionals, so we must be ready at all times.

What’s an elevator speech you may ask? Well, in short, it’s an overview of an idea, product, service, or project. The name refers to the fact that an elevator speech can be delivered within the time of an elevator ride.

It’s also typically used in the context of entrepreneurs (and also YoungPhotopreneurs) pitching an idea to an investor, or even a new client.

So to give you a boost on perfecting your elevator speech, here are a few do’s and dont’s to take note of:

DO make your speech sound natural and effortless. You want it to flow with the everyday conversation, so it doesn’t sound like you’re trying to sell something.

DON’T use too much industry jargon. This may make the person feel ignorant. Just use casual language that anyone would be able to understand, especially if they don’t know the photography industry very well. Words that are second nature to us as photographers may be a foreign language to others.

DO open a window into who you are. Let people get an idea of what type of person you are from this 30-second overview of what you do.

DON’T hesitate to make different versions of the way you deliver your speech. You should have a different way of executing your speech for various audiences and situations.

DO incorporate different examples of work you’ve done and successful stories you may have. You want your speech to be memorable, and give them a reason to do business with you.

DON’T just focus on yourself. People are ALWAYS interested in their favorite radio station: WIIFM.

What’s In It For Me.

Make sure to mention something that would benefit them if they decided to work with you.

DO use concrete, listener-friendly language. However, don’t be afraid to create a vivid picture. I mean, you’re a photographer for goodness sake 🙂

DON’T forget to include what makes you unique from your competition. You must have a USP (Unique Selling Point). How can you perform better than the next photographer? Something that makes you stand out from your competition will go a long way.

DO exude the passion you have for your craft. People will be able to read your passion, just from the way you speak about it.

DON’T be afraid to include your speech in a voicemail if you’re cold calling. Not only is it great practice, but you may even get a better response than speaking to the person directly!

Practice these do’s and don’ts and hopefully sooner than later it will roll off your tongue like second nature. However, as you improve on your skills and build your resume, be sure to update your elevator speech as well.

With time, comes change, and your speech will eventually change as well as improve over time.

If you’re not comfortable delivering your elevator speech right away, you should try practicing first. Try it with friends and family. Record your voice and listen to it, until you’re happy with the way it sounds.

If you want to take it a step further, a great community to join to help you with your public speaking is Toastmasters. Look into it, it may be of some use to you!

Until then, start creating that speech, so the next time someone asks you what you do, you won’t even have to think about it. You’ll be able to get your message across, offer them your business card, and leave them with a lasting eyebrow-raising impression!

Let me know how it works for you! Cheers to your success!

Now let’s wrap this series up and talk about the last thing we as photographers do to stay strong in our skills.